Stripe has been named Financial Marketer’s January Campaign of the Month for its global B2B enterprise-focused brand campaign “Make progress” .
In-market in 2025, the campaign repositioned Stripe from a payments provider to core financial infrastructure for modern enterprises, targeting CFOs, finance leaders and platform businesses at the exact moment annual budgets and transformation roadmaps are set.
Rather than leading with features, Stripe focused on scale, resilience and composability. The work showed how payments, billing, tax, treasury and embedded finance operate as a single system, designed for global complexity.
This approach reflects a broader market shift. PwC research reports that 73 percent of CFOs say the digital transformation of finance functions is a high priority, reinforcing the push toward modern, integrated financial infrastructure.
A campaign built for decision-makers
The campaign rolled out across:
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Global brand ads, including large format OOH
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Enterprise focused films and long-form explainers
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Stripe Sessions thought leadership and product storytelling
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CFO-focused LinkedIn content and owned media
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Global case studies demonstrating scale and reliability
The result was a coherent, enterprise-grade narrative that spoke directly to senior decision-makers, without slipping into technical jargon or hype.
Stripe Co-founder & CEO Patrick Collison has consistently framed the company’s ambition clearly
“ The companies that win globally are the ones that treat payments and finance as infrastructure, not an afterthought.”
That philosophy sits at the heart of this campaign. Stripe is not selling speed alone. It is selling confidence, stability and long-term scalability.
Why it won
The Financial Marketer panel selected Stripe for January’s award because the campaign:
• is unambiguously B2B and finance-native
• balances brand leadership with product credibility
• targets CFOs with clarity, not noise
• demonstrates how infrastructure brands can build emotion without theatrics.
Josh Frith Founder & CEO of The Dubs Agency said
“ Stripe’s campaign is a masterclass in modern B2B financial marketing. Strategic, disciplined and it sets a strong B2B benchmark for 2026. ”
Congratulations Stripe on a great campaign!
