Scott Mills, Where Strategy Meets Story: The PR Linchpin Amplifying Fintech's Innovators

Atlanta to Wall Street, public relations to the rhythm of a bassline: if you think these are dichotomies impossible to fuse, you've yet to meet Scott Mills. An Atlanta native, Scott's early connection with the pulsating world of commercial music—a discipline he pursued at Georgia State University—would, in a twist of fate, serve as a harmonious prelude to his later success in the fintech world.

“You'd be surprised to know how many people in the industry have a musical background,” Scott mused. “And making a living in fintech and banking is much easier than making it as a music professional." Yet, he was able to keep a toe dipped into his musical roots, dedicating over half a decade to the Georgia Music Partners, a Grammy-affiliated non-profit that seeks to fortify Georgia's music business.

In 1989, with the ink barely dry on his degree, Scott joined the William Mills Agency, where he's now President. Not content to tread water, Scott, in leading the company, has seen the ebb and flow of an ever-evolving financial industry. "We went from hardware companies driving major purchases to software companies influencing innovation," he recalls.

As APIs and open platforms become the modern financial industry's lingua franca, Scott emphasizes the dawn of an era where cooperation and synergy supersede competition. “I love seeing cooperative efforts to technology and innovation, for example CUSOs [Credit Union Service Organisations], investment funds like BankTech Ventures and JAM Fintop, and the ICBA’s ThinkTech program to bridge the gap between community banks and fintechs,” he says.

This love for community, collaboration, and synergy also jumped out when I learned that Scott also served his local city council. In much the same way that Atlanta's vibrant blend of culture and innovation shaped Scott's dual passions, his work in fintech has consistently highlighted his belief in cooperative growth and shared successes. It's almost poetic, this deep-rooted connection to his hometown, mirroring his commitment to the local music industry through Georgia Music Partners and his dedication to the fintech community. Both realms share a common thread in Scott's life: an unwavering commitment to collaborative growth and community development. In the council chambers, as in the boardroom, Scott Mills emerges as a figure intent on fostering unity and mutual prosperity.

But I digress. Fast-forward 34 years from that pivotal moment in 1989, and Scott, with a portfolio gleaming with success stories, has built an indomitable empire in fintech PR. He's not just a name, but a brand, a force, advising fintech startups and moguls alike on brand enhancement and media relation strategies.

And it’s not just all work and no play. Scott's long standing passion for music led him to dabble in entertainment, even producing an independent comedy film.

But amidst these varied pursuits, one thing remains constant: Scott's zeal for fostering growth in fintech, a zeal which shows no signs of abating. But the dynamic world of fintech PR, as Scott describes it, is one rife with challenges, teeming with opportunities, and constantly evolving in response to the tech-driven tides of change.

Reflecting on the challenges faced when collaborating with new clients, Scott says, "There’s no shortage of challenges! There’s usually a period of working with companies whereby you agree on what success looks like and the kinds of strategies needed to get there." But there can be a disconnect there: "A big problem is when the fintechs/solution providers think PR is all about them—versus how they’re an expert in solving problems facing the industry." In other words: it’s not just about self-promotion, but rather positioning oneself as an industry problem solver. Scott's philosophy is clear: "I like to think we help companies and people achieve the reputations they deserve."

One such testament to Scott's PR prowess is his fond memory of Malauzai, a digital banking provider. "We started with them almost from day one and watched them grow, become great communicators and ultimately have a successful exit." His recollection paints a picture of mutual respect, growth, and the kind of collaboration that goes beyond mere business ties. "I miss the company, but [I'm] proud of the work, which was collaborative, often research-focused and delivered in a fun way."

In light of the unstoppable wave of technological advancement, Scott raises an intriguing concern about the potential expedited consolidation of traditional Financial Institutions (FIs) as they scramble to meet the rising bar of services, products, and customer expectations. "Frankly, I’m a little nervous that the trend of consolidation of traditional FIs will happen faster as the bar on services, products and customer service is raised.” Yet, he also identifies a glimmer of hope, recognizing the initiative of forward-thinking FIs that "require more communications resources than traditional FI comms departments."

Navigating from the challenges facing traditional Financial Institutions to the broader fintech landscape, Scott's involvement with industry organizations also speaks volumes about his commitment to the sector. Scott is an Executive Board Member of the National Fintech Organization (NFO), and he gives us an insight into their mission. The NFO is unique in its approach, not entwining itself with government relations but instead providing "organizations gain access to people and information to help them succeed." Scott is clearly passionate about the NFO and what it has accomplished, noting that “it’s an inclusive group, we have established fintechs, start-ups, investors and service providers that are engaged and consume our information. There are no membership fees, so all programming is underwritten by the sponsors.”

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Scott's evident excitement for the NFO Academic Council's (NAC) launch underscores the organization's dedication to bridging the academia-industry gap: "we’ve been in touch with a number of universities that provide fintech education about this new peer exchange. It’s a great example of how NFO can provide a link to the industry and employers."

Scott encapsulates the impact of NAC succinctly and powerfully: “NAC represents the universities educating our future fintech employees.”

But for all the international and national collaborations Scott is involved with, it's apparent that his heart remains anchored in his home turf of Atlanta. His tenure on the TAG Fintech Steering Committee, he notes, has deepened his appreciation for the local fintech community. "Before TAG Fintech, my fintech circle/tribe was largely based on who I met and saw at national trade shows," Scott shares, but the committee expanded his horizons, fostering a deeper connection with Atlanta’s impact on the fintech industry.

For those seeking to carve a niche in financial communications, Scott's advice is straightforward yet profound. "It's an industry that never sleeps," he muses. “Just when you think you know what you need to know, you’re reminded how complex the industry is.” But if that sounds daunting, Scott is quick to remind you that everyone is in the same boat, learning about the same new developments, keeping up with an industry that shows no signs of slowing down: "If you like to learn, this industry won’t let you down." His words speak to the pace of change, the industry's depth and the potential it holds, but also the opportunity it holds for those committed to lifelong learning.

And perhaps it is this focus on continuous learners that motivates Scott to place a premium on visionaries over specific technologies. "More important than any specific technology, are the people who can envision and shepherd change." It's a clear nod to the transformative power of human vision and adaptability—and a reminder that the power of any technology rests in the hands of the person wielding it.

As for PR and marketing's trajectory in the financial realm, Scott predicts an evolution of tools and tactics. Yet, the essence will remain untouched. "The ability to craft and tell a story will ensure comms people are well employed for a long time." Bridging the often elusive gap between technical proficiency and artful communication, Scott believes in the transformative power of a well-told narrative. “The fintech and financial industry can get bogged down in compliance and complexity, so the person who can take in a lot of information and create messaging that means something to the audience is, frankly, an artist—and in some cases, a technician.”

The rising trend of podcasts catches his attention, citing it as a means for executives to authentically express themselves. But his ambition? A high-production value newscast dedicated solely to fintech. "We deserve one," he muses.

Reflecting on his tenure at William Mills Agency, Scott's trademark passion for collaboration, community, and synergy shines through. "It’s not about me," he declares, placing the spotlight on the WMA team. His hopes for his legacy are simple and deeply profound: "After I’m done, I would like to be seen as someone who took a long-view of relationships and as someone who grew people, not profits."

At the core of his professional and personal ethos lies one guiding principle: "Be a good citizen." Whether in familial ties, neighborhood bonds, or professional engagements, Scott champions the ideals of giving more than taking and forging connections that matter.

In a landscape where the confluence of finance and technology constantly reshapes the horizon, Scott Mills is an expert to learn from, for both aspiring professionals and industry veterans. His journey from an Atlanta native with musical aspirations to the guiding hand behind fintech's PR evolution offers lessons in adaptability, vision, and collaboration.

His insights echo the broader shifts in the fintech world—a space where technological marvels meet human ingenuity. Yet, amidst the dazzle of innovation, it's Scott's grounding philosophy that resonates the most: the significance of relationships, the art of storytelling, and the unwavering commitment to being a good citizen in every realm of life.

In an industry that’s always changing, Scott Mills reminds us of the timeless values, the constants of the fintech universe: community, synergy, and a commitment to learning.

Images courtesy of: Scott Mills