AI, alts, and authenticity: Inside Betsy Daitch’s marketing playbook
Beyond the Brief: A marketing conversation with Betsy Daitch, VP of Marketing at Canoe.
Q: Betsy, thank you for sitting down with us today. To start, please share a bit about your career journey and how you arrived at Canoe.
Betsy: Happy to be here. My path has been a bit winding, but every step added something important. I began in wealth management as a financial advisor, meeting with clients and supporting investment strategies. What I discovered early on was how much I enjoyed building pitch decks, working on branding, and helping others communicate their value. That passion led me from client-facing roles to marketing, first at LPL Financial and then more broadly in financial services. I had the opportunity to lead marketing at McGraw-Hill Education in a department later acquired by S&P. At S&P, my role expanded from wealth to investment management, where I led acquisition branding initiatives and collaborated with fintech founders. That sparked my interest in fintech and startups. I even launched my own fintech marketing consultancy, and Canoe became an early client. I joined full-time about three years ago and now lead a global team serving more than 450 clients worldwide.
Q: For those not deep in the financial sector, what exactly does Canoe do, and how is your platform different?
Betsy: Canoe focuses on making alternative investments, or “alts,” smarter and more accessible. Alternatives include hedge funds, private equity, fine art, and collectibles. They’re illiquid, harder to measure, and critical to institutional and sophisticated investor portfolios. Our platform transforms the chaos of alts documentation into clean, usable data. We collect documents from thousands of general partner and administrator portals, extract key data points, and deliver that information directly into Canoe and into our clients’ systems for holistic analysis. It’s about accuracy, automation, and empowering clients with the right insights at the right time.
Q: Your recent marketing team QBR included a section on AI. What’s your approach to integrating AI in the marketing function?
Betsy: At Canoe, AI is foundational. Our product is built on AI and machine learning, so that mindset is already part of our culture. On the marketing side, we’re taking a practical approach. Every vertical on my team is responsible for an AI project this quarter. We’re not just checking a box. We’re dedicating real time and resources so the work happens. We use AI for idea generation, content, and operational efficiency. My philosophy is to start with the tools we already use, like HubSpot or Oktopost. If we have bottlenecks, can we solve them with existing features, or do we need something new? It’s about being smart and scrappy rather than piling on tools unnecessarily.
Q: Canoe just launched Canoe Labs. What is this new innovation lab, and what does it mean for your clients?
Betsy: Canoe Labs is an exclusive incubator for clients who want a front-row seat to the next generation of alts data workflows. We’re giving direct access to emerging, alts-specific AI capabilities like document summarization and real-time foreign-language translation. Clients can turn dense reports into actionable summaries and process international documents without waiting days for translation. The Lab is collaborative. Clients test features, provide feedback, and influence product direction. It keeps us focused on real client pain points rather than innovating in a vacuum.
Q: How do you think about ROI from conferences and trade shows, which take up a significant part of your marketing budget?
Betsy: We’re still a relatively small company, but in 2025 we sponsored, managed, or attended more than 70 events. When we tallied that number, we realized it was quite a lot. What I’ve learned is the importance of selectivity. ROI can swing from negative to 300x. We’re now focused on events with clear client or partner alignment and guaranteed meeting opportunities with our target audience. Preparation is critical. Every team member has a defined role, and we manage materials, leads, and debriefs to translate participation into real revenue. Next year, we’re condensing our calendar and focusing on fewer, more impactful events.
Q: As a leader, where do you find inspiration and mentorship, and what’s the best advice you’ve received?
Betsy: My parents have been huge inspirations. Both are entrepreneurs, and their journeys taught me resilience and the ability to pivot at any point. Professionally, Stephanie Robotham, a growth adviser from Goldman Sachs, has been instrumental. Her advice about operating at two altitudes, connecting deeply with your team while shifting to big-picture clarity with the board and senior executives, has helped me grow as both a leader and communicator.
Q: Looking ahead, what excites you most about the future for Canoe and your team?
Betsy: I’m excited for our first major client conferences in New York and London, and for the impact our AI projects will have on team efficiency. I’m also energized by continuing to build a workplace where challenge and growth exist side by side. Every year, we set bigger goals. The pace isn’t slowing, and I wouldn’t have it any other way.
Q: For those who want to connect, where can they find you?
Betsy: LinkedIn is a great place, and I’d be happy to connect.