Humanising Finance & Professional Services with Authentic Marketing

In today’s episode of the Business Women Australia Podcast Show, Connector Member of BWA, Karina Seng chats with Alicia Lansdown to unpack how finance, accounting, and professional services firms can break free from boring, jargon-heavy branding and start building real trust through authentic, human-centred marketing.

Alicia shares how even the most compliance-driven firms can develop a professional yet approachable voice, and why authenticity and consistency are the keys to earning attention and loyalty in a crowded market.

We explore real-world examples, video case study strategies, and research-backed insights on how to create engaging content that resonates — especially on platforms like LinkedIn and firm websites.

If your firm is looking to connect with modern clients, stand out from the crowd, and turn credibility into connection — this conversation is a must.

Tune in and learn how to shift from sounding like a policy document to becoming a trusted, approachable expert.

ABOUT ALICIA LANSDOWN

Alicia Lansdown is a marketing strategist, video producer, and brand storyteller with over 11 years of experience in driving impactful marketing strategies and 18+ years of expertise in video production and photography. She partners with financial services, fintech, and professional firms to create strategic visual content that builds trust, credibility, and connection in increasingly competitive markets.

At the heart of her work is one core belief: people connect with people. Through human-centred storytelling and consistent brand messaging, Alicia brings a strategic mindset and creative vision to help compliance-driven and traditionally conservative brands humanise their messaging through video, storytelling, and high-impact visual content. Her work helps businesses attract clients, increase engagement, and turn thought leadership into real-world results.

ABOUT KARINA SENG

Karina Seng is a dynamic project leader and community builder who brings big ideas to life and drives outcomes that matter. With a track record of launching impactful initiatives—including a national employee-led Community Meetups program and major digital transformations—Karina combines strategic thinking with a human-centred approach to leadership.

Recognised as a Women in Finance Innovator of the Year finalist, she’s passionate about creating spaces where people thrive and collaboration fuels results. As the founder of Work Besties, Karina helps professionals grow through genuine connection, career insights, and leadership conversations.

Karina believes leadership is about action, impact, and empowering others to rise.

ABOUT BUSINESS WOMEN AUSTRALIA:

BWA brings together business women from all sectors, industries and states;

1. Business owners and entrepreneurs

2. Executives and managers

3. Professionals

4. Women on boards

5. Emerging leaders

6. Women who desire growth and high level connections

Business Women Australia is focused on key areas of development;

1. Leadership

2. Business Improvement

3. Personal & Professional Growth

4. Connections & Friendship

Join Today as a Member.