Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.
For U.S. firms planning European expansion, London has traditionally been the first touchpoint due to the language and cultural similarities for companies who could afford to start there. However, Brexit brings a lot of insecurity and potential disruption to that strategy. It is not clear which way the U.K. will go in terms of regulations when it comes to labor laws for non-U.K. citizens who and work there. Sooner than later, Germany and other markets such as France that remain in the European Union will become more relevant. This will be especially true for fintech companies that are dependent on EU regulations.