In a competitive Fintech landscape where creativity must meet conversion, Simisola (Simi) Haastrup Laniyi has established herself as one of the brightest minds driving measurable growth and innovation.
As Growth Marketing Lead at LemFi, she leads strategy and execution for one of the UK’s fastest-growing neo-banks, helping to bridge financial access between the UK, US, Canada, Europe and Africa.
Since stepping into her role in May 2024, Simi has spearheaded data-driven growth initiatives that have increased LemFi’s UK user acquisition by over 250 percent year-on-year across markets and contributed to a 120 percent rise in active transaction volume and revenue within just 12 months.
Her campaigns blend performance marketing with cultural insight, from influencer-led storytelling to community and brand partnerships that authentically connect with African and Caribbean diaspora audiences across the UK, US, Canada, Europe.
By localising messaging, refining acquisition funnels, and leveraging digital and event-based marketing, she has helped LemFi grow both its customer base, volumes and brand trust in a highly regulated and competitive sector.
Before joining LemFi, Simi, a member of the Chartered Institute of Marketing (CIM) worked at Risk Crew, a London-based CyberSecurity firm, as a Digital Marketing Specialist, where she led content and advertising strategies that boosted lead generation by 60 percent and improved campaign ROI. She also served as Marketing Strategist at Literacy Hive, delivering digital engagement programs that expanded the organisation’s online reach and deepened audience retention.
In recognition of her contributions to marketing innovation, Simi was awarded the Marketing Tech Leader of the Year (2025) at the Nigerian Tech Innovation Awards and also received the Entrepreneurship Award of the Year (Digital Marketing) at the Lagos Entrepreneurs Awards in 2025, affirming her as one of the most impactful emerging leaders in digital marketing.
“Growth isn’t just about scaling numbers,” Simi says. “It’s about building meaningful relationships with the communities we serve and turning trust into long-term impact.”
With her data-informed creativity and people-first approach, Simisola Haastrup Laniyi continues to shape how Fintech brands connect with users, proving that authentic marketing can drive both growth and purpose.
