How a New Liberal Government Will Reshape Fintech Growth—and Why a CMO Matters More Than Ever
Key illuminated insight
Canada’s fintech landscape has already transformed under the new federal Liberal government. Open banking is in motion, payments oversight has tightened, and innovation funding is expanding. Fintechs that win in this new environment won’t just have better tech—they’ll have a strategic go-to-market plan.
This shift makes marketing leadership critical. Founders who integrate a strategic CMO early will be better positioned to navigate policy, align with investor priorities, and build lasting trust with customers and regulators.
Step into full illumination
The political climate has shifted with a re-elected Liberal government—and so has the landscape for fintech growth.
The Liberal government in Canada has already introduced a slate of policies that are actively shaping fintech innovation, funding, and compliance.
Here’s what will continue to shift—and why founders need marketing leadership now more than ever.
Key Shifts in the Fintech Landscape
Open Banking Has Arrived
Legislation is in motion, providing better access to consumer data alongside new rules and standards. Fintechs now navigate both opportunity and scrutiny.Payments Are Under Regulation (RPAA)
The Retail Payment Activities Act is in effect. PSPs must now register with the Bank of Canada and comply with operational, safeguarding, and reporting rules.Federal Funding Has Expanded
BDC has announced record loan activity, new inclusion funds, and billions in support for late-stage and growth-stage innovation. Competition is fierce, and alignment with federal priorities is now crucial.Digital Identity and Privacy Have Evolved
Digital ID frameworks and privacy legislation are redefining onboarding, consent, and customer expectations.
The Missed Opportunity For Founders
Many fintech founders still treat marketing as a late-stage expense—something to implement once the product is built and the round is raised.
But that’s a missed opportunity.
In a regulated and evolving landscape, fintechs that thrive aren’t just compliant—they’re clear. They inspire trust, speak policy fluently, and align with what customers, investors, and regulators all care about.
That requires more than just a marketer.
It takes a strategic CMO.
What the Right CMO Delivers
Market Messaging that aligns with policy, regulation, and investment priorities
Growth Positioning that leverages open banking and payments modernization
Investor Readiness that communicates traction and trust
Go-to-Market Alignment across product, compliance, and communications
Reputation Leadership in an environment of rising consumer scrutiny
Whether full-time or fractional, the right CMO helps founders translate policy into positioning and strategy into scale.
For strategic marketing at a fraction of the cost of a full-time executive, hire a fractional CMO.