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We all know fintech (financial technology) isn’t the sexiest thing to market.

Nobody wakes up and says, “Gee, I can’t wait to balance my chequebook today!”

Still, we all have to manage finances somehow. One study forecasts that over half of the world population (4.2 billion) will use online banking by 2026 to do exactly that.

90% of Americans already use a fintech app, which is more than those who use video streaming subscriptions or even social media.

This means the demand is there. But how do you swoop in and excite this audience about something so inherently unexciting?

Well, glad you asked.

Your fintech marketing strategy has better chances when you play into this fact and make finance as painless and convenient as possible.

In this blog, we’ll cover the playbook in detail, but feel free to use this table of contents to jump ahead to the section you’re most interested in:

1. Plan Your Brand
2. Create Content
3. Optimise SEO
4. Go Mobile With An App And Prioritise Mobile Responsiveness
5. Optimise Ad Campaigns To Capture Your Audience’s Attention
6. Build Trust With Your Customers
7. Referral, Affiliate, And Influencer Marketing
8. Automate Where Possible
9. Keep Monitoring Audience Expectations

What Is A Fintech Marketing Strategy?

A fintech marketing strategy is the sum of all the practices you use in tandem to reach, qualify, engage, and convert your target audience.

As innovative and genuinely helpful as your fintech product might be, catching your target audience’s attention and getting them interested is no walk in the park.

Finance is a subject they likely perceive as boring, frustrating, or even scary – all emotions they don’t want to feel.

You have to be deliberate and tactful about your approach so you don’t rub them the wrong way or annoy them with an unhelpful “solution” that creates more problems than it solves.

Don’t get us wrong, you need to position yourself as a helpful and trustworthy ally because that is what your audience needs.

But trying a random individual marketing tactic and hoping for the best doesn’t cut it.

All your marketing efforts need to show that you’re

  • Consistent, secure, and trustworthy
  • Understanding of their struggles
  • Willing to meet customers where they are
  • Different from other fintech brands they’re constantly seeing online
A holistic fintech marketing strategy gets you there by:

  • Reaching and educating new audiences in a way that doesn’t overwhelm them
  • Boosting customer acquisition
  • Building trust and fostering long-term customer relationships

Now, let’s look at how to get started.

The Ultimate Fintech Marketing Strategy Playbook

To help you build a rock-solid approach to marketing your new product, we’ve outlined an entire fintech marketing strategy playbook.

Instead of picking out a few strategies to try individually, it’s better to follow every step in order. This ensures your digital marketing is consistent and effective – and doesn’t come with a “fatal flaw” accidentally baked in.

In each subsection, we also share some real marketing strategies for fintech companies to inspire you as you develop your own approach.

Summary Of The Top 9 Fintech Marketing Strategies

StrategyOne-sentence explanation
1. Plan your brandBuild a consistent, memorable brand identity that presents you as a solution to the stresses of financial planning
2. Create contentDevelop a cohesive content marketing strategy that uses the channels that best reflect your brand and target audience
3. Work on your SEOMake it easy for people to discover you and your product organically through inbound marketing
4. Go mobile with an app and prioritise mobile responsivenessGive your users what they want: a convenient mobile app they can use anywhere, any time
5. Optimise ad campaigns to capture your audience’s attentionEnsure your ad campaigns are built to suit both their channels and your audience
6. Build trust with your customersEngage your audience directly and offer a multi-channel, personalised experience, so your users feel valued and respected
7. Run referral, affiliate, and influencer marketing campaignsBuild on word of mouth for these key parts of your digital marketing strategy
8. Automate where possibleSave time and money – and keep your marketing budget efficient – by making use of new advancements in tech
9. Keep monitoring your audience’s expectationsStay aware of audience behaviour and demand, so you can adjust your fintech marketing campaigns accordingly

Keep reading to get the details and tie all the approaches together into a unified fintech go-to-market strategy.

1. Plan Your Brand

From values to visuals and logo colours, your choices determine whether your brand will be eye-catching or totally forgettable.

It defines how others perceive you and acts as a backdrop and foundation to all your marketing campaigns.

Consistent, memorable brands increase campaign success through the power of brand awareness.

When it comes to fintech branding, a strong and positive brand image hinges on your ability to:

1. Focus on your target audience

Example: Millennials with high incomes and not enough time to manage their finances properly

2. Communicate who you are and the value you bring

Example: A fintech app that automatically organises your spending into categories, provides you with an easy dashboard for controlling expenditures, and offers tips for cutting costs

3. Convince customers you aren’t trying to scam them out of money

Example: Showcasing industry recognition and protection from a government-backed financial services compensation scheme

4. Show what you do differently compared to your competitors

Example: AI-powered suggestions for cutting costs on common expenses, like utility bills or weekly shops

When you recognise that finance is one of the biggest stresses in a person’s daily life, it becomes obvious how much it matters to use services that make the whole ordeal more manageable.

Presenting yourself as that service provider is essential to getting customers as a fintech brand.

So how do you do that?

We’ve broken branding down into an 8-step process:

  1. Brand strategy workshop
  2. Brand name
  3. Logo
  4. Guidelines
  5. Story
  6. Assets
  7. Website
  8. Launch

You can read all the details in our in-depth fintech branding blog, so here we’ll focus on two examples:

Take ZBX, a cryptocurrency banking platform that recently overhauled its branding. From its logo to its streamlined, accessible website interface, it’s established itself as a modern and innovative brand that takes the friction points out of fintech.

That work was informed by careful, strategic research into the platform’s market position, including its audience and competitors.

TrulySmall Invoices is another example of great branding. Though its brand identity is very different from ZBX’s, both identities are clean, stylish, and simple.

And crucially, both are driven by user-friendly websites which put the brands’ values of innovation and accessibility into practice.

2. Create Content

Now that you’ve developed your brand, it’s time to create valuable content that will present your company, your solution, and your value proposition to the world.

When building a content marketing strategy, it’s better to plan to use fewer platforms that complement each other well. That way, you can focus on those channels and deliver top-tier content rather than trying to promote content on every channel and getting it all wrong.

With that in mind, your first step should be choosing the right channels to suit your fintech brand and ideal audience.

Plan to use one main channel, like a podcast or video channel. Both of these are increasingly popular:

  • The weekly reach of podcasts in the UK has increased steadily over the past five years, with British adults listening to nearly 70 million hours of podcast content every week in 2022
  • In 2023, people watch an average of 17 hours of online video content every week
  • 92% of marketers in 2023 claim they get a good ROI from video content – up from 87% in 2022

Once you’ve decided on your main channel (and made sure it resonates with your audience), support it with distribution and engagement channels like social media, email marketing, and SMS.

Social media marketing is especially worth your time as a distribution channel. 74% of people who follow small and mid-size businesses do so to get product updates, and 47% of people who follow brands on social media are more likely to visit their websites.

While making relevant content, remember to emphasise education over sales. A survey found that about half of adults claim to have a deep understanding of their finances and that the internet is considered the go-to destination for financial information.

Make the most of that opportunity by positioning yourself as a trustworthy source of the information people want and need.

3. Work On Your SEO

An SEO presence makes you discoverable to a wide market in a way that’s less pushy than outbound marketing.

The whole premise of inbound marketing and SEO is that you’re putting out useful content and letting customers come to you. It’s kind of like leaving cookies out for Santa.

This sets you up for a positive relationship right off the bat because potential customers naturally warm up to you over time.

Plus, if they’re benefitting from your valuable content, they have some reason to believe your company is the right one to help them once they’re ready to use your financial services.

That’s one of the key benefits of SEO, especially for your fintech marketing strategy.

Here are the factors that inform the success of your SEO strategy:

  1. Consistency across channels – if some links or channels contain incomplete or incorrect information, it could confuse search engines and tank your SEO marketing efforts.
  2. Functionality – broken links, a slow-loading site, or outdated content could all drag you down.
  3. Topic authority – focusing your content on a cluster of related topics and interlinking your pieces carefully will help you gain a reputation for expertise and authority with Google.
  4. Quality and value – if you deliver useful, helpful content, readers will stick around and engage further. If you don’t, they’ll bounce faster than they came in. Google monitors user metrics and factors them into your ranking, so it’s crucial to be of service to your target audience.

Penta, a German fintech company, uses a targeted and educational SEO strategy.

They get the traffic in with blogs and glossaries as the main lead magnets and send people to transactional or product pages later.

This strategy helps them prime leads for their financial services and only gets them to the finish line once they already have a taste of how Penta can benefit them.

You can follow their example. If you want a hand or have any reservations, we can help plan and flesh out your SEO strategy.

4. Go Mobile With An App And Prioritise Mobile Responsiveness

People use their phones for everything. While just 44% of adults around the world still use cash for major transactions, 89% use a mobile phone or smartphone.

That’s borne out of the growing popularity of online banking worldwide – statistics show that online banking has seen steady growth in users all over the world since 2020.

The message is loud and clear: Customers want the convenience of mobile payments and a responsive mobile app.

As you build your fintech marketing tactics, you can’t afford to ignore your target market.

Your app should reflect your branding, and you should make it as easy as possible for your audience to use. Remember, mobile banking is popular because it’s frictionless.

To help maintain app engagement over time, consider gamification – keeping your app fun and engaging to use by making it feel like playing a game.

British-Lithuanian fintech company Revolut uses gamification to encourage its digital banking app users to make purchases in person with their Revolut debit cards.

Its rewards program offers customers a range of benefits, including cashback rewards and discount incentives, every tenth time they use their card.

The overall user experience is more engaging and rewarding for customers because it creates a sense of value and encourages brand loyalty. And, of course, it drives customers to the app to claim their rewards and benefits regularly.

Integrate your app into your users’ lives, and reap the benefits of their loyalty and engagement.

5. Optimise Ad Campaigns To Capture Your Audience’s Attention

Anyone can create an ad campaign, but not everyone can make it work.

A well-optimised ad campaign gets people familiar with your brand and builds a strong online presence.

That way, once potential customers are ready to get started with your fintech business, they already know a lot about what you can do for them.

Video content channels are incredibly popular, especially among fintech companies. Since YouTube users collectively watch a billion hours of content each day, it’s a great avenue for companies looking to leverage their businesses.

But crucially, online video advertising isn’t the same as TV advertising. A 30-second ad spot works brilliantly on TV, but on YouTube, you’re more likely to get traction with ads that last longer than one minute.

TikTok is also a booming market for fintech advertising. The social media platform has seen video views of finance-related content grow by 2.7 times from 2020 to 2021.

Plus, a survey says that one in two users purchased a financial product they learned about on TikTok.

Beyond video advertising, in-app ad networks are a surprisingly effective marketing channel for fintech companies. They allow businesses to reach audiences that may not use social media, including both regulated and unregulated markets.

Don’t forget about retargeting, and don’t discount the power of strategically combining platforms to help you zero in on the right audience.

Sometimes platforms that aren’t as successful for initial ad positioning play a fundamental role in your marketing campaign.

For instance, your B2B fintech marketing strategy can combine initial Google ads with LinkedIn retargeting. This helps you qualify leads and get a better ROI on high-intent keywords.

6. Build Trust With Your Customers

67% of surveyed consumers agreed that, while a good reputation might get them to try a product, they would quickly stop buying it if they didn’t come to trust the company behind it.

The same survey showed that 81% of UK consumers feel that brand trust is a deal breaker when choosing a product.

Trust is table stakes in the fintech industry, where people’s personal details and money are at risk. Above all else, they need to be 100% sure you can keep all their data safe – without that level of trust, they won’t even consider your financial services.

Before they become loyal customers and consider recommending you to others, people also need to trust your product experience, customer experience, and impact on society.

But how can you persuade customers to trust you as a customer-centric organisation?

Through brand consistency, transparency, and personalisation.

68% of businesses reported that brand consistency has contributed to at least 10% of their revenue goals. Clear, consistent messaging matters to consumers – it tells them what to expect from you and shows that you’re ready to commit to it in practice.

Transparency is all about setting, maintaining, and surpassing your customers’ expectations. Be open about how your fintech works – and about your policies for keeping customer data secure. And be honest and accountable if things go wrong.

Personalisation means following up consistently with customers – but in ways that treat them as people, not walking wallets. Customers expect a multi-channel, personalised experience that allows them to build a relationship with your brand.

Relationship-building strategies include:

  • Sending personalised messages, including thank-you messages and birthday messages
  • Giving out coupons to reward purchases or engagement
  • Allowing customers to tailor their experience with you – even in small ways, like choosing the colour scheme of your mobile app
  • Exploring cross-selling or upselling opportunities with loyal customers
  • Engaging your audience directly by replying to questions and answering comments

7. Run Referral, Affiliate, And Influencer Marketing Campaigns

Some of today’s most useful fintech marketing trends involve an approach as old as marketing itself: word of mouth. Yes, really.

Referral, affiliate, and influencer marketing should form key parts of your fintech marketing strategy.

Here’s how they work:

Type of marketingHow it works
Referral marketingIncentivising existing customers to introduce your product to other people
Affiliate marketingPaying third parties (affiliates) commission for directing new customers to your services
Influencer marketingCollaborating with influencers and online personalities for promotional opportunities targeted to their audience

And now a few more details:

Referral marketing

For example, using referral marketing, you might offer an existing customer a discount or benefit if they generate a sale by recommending your product to a friend.

Most major retailers offer opportunities like this – they’re a way to build relationships and trust with customers.

Affiliate marketing

Affiliate marketing doesn’t rely on current users. Instead, it gives you access to other brands and their audiences, broadening your reach.

Remember Revolut? After using affiliate marketing to connect to a network of leading brands around the world, they increased their earnings per click by a staggering 80%.

Influencer marketing

If you’ve ever seen a TikToker or Instagrammer hashtag a post with “#ad”, you’ve encountered influencer marketing. Paying influencers to promote your products gives you access to their audience – which tends to hang on their every word.

FinTok (that’s “Finance TikTok”) influencers like Vivian Tu (@YourRichBFF) get paid to promote financial institutions, like Credit Karma and Insurify, after building a personal brand based on financial knowledge and education.

And even non-FinTok influencers can help fintech brands reach new audiences.

Step, a digital bank aimed at teenagers, paid Charli D’Amelio to endorse their product when it launched.

Affiliate and influencer marketing, in particular, can be hard to get exactly right.

To maintain brand consistency and customer trust, make sure you’re partnering with individuals and businesses that reflect your values and identity.

Otherwise, you risk losing credibility and undermining your marketing strategy.

8. Automate Where Possible

Use tech advancements to your advantage and automate as many elements of your digital marketing strategy as possible.

There’s plenty you can automate, from admin work to certain FAQ customer service queries and even marketing drip campaigns via email or SMS.

SMS automation use cases alone include two-factor authentication, important notifications, fast customer service, FAQs, updates, reminders, and more. Even if it’s automated, a quick text message to welcome new users or remind them of a new feature goes a long way.

HashChing, an Australian fintech, automated an entire six-month lead generation journey using SMS marketing. It was designed to ensure that every possible lead was nurtured at every stage.

The end result? Over 25% engagement and a £8,700 lead – not to mention the ROI and time saved.

So if you’re asking, “Why bother investing in automation when you can do it yourself?” – there’s your answer.

It’s because automation helps you cut costs, make better use of your marketing budget, and save time you’d otherwise spend on repetitive, soul-sucking tasks in favour of more creative and meaningful activity. It’s a cost-effective marketing strategy for fintech startups.

Other fintech businesses are already taking advantage of AI and automation to deal with these routine tasks. According to a Cambridge University survey, simple and well-established machine learning algorithms are used more widely than complex solutions.

It’s a proven approach and one that can help you keep your time management – and your budget – in check.

9. Keep Monitoring Your Audience’s Expectations

No strategy is a one-and-done deal.

The best ideas you can implement right now might need to be tweaked in a few years, and the hottest new marketing opportunity is always just around the corner.

You need to keep up with the trends and commit to the long game to stay ahead of the curve.

Case in point: TikTok wasn’t around before September 2016, and today it’s one of the best places you can advertise in fintech.

Klarna, Chime, Plum, and Tally are all taking advantage of this social media platform, and Tally’s TikTok ads are actually 300% more efficient than their Instagram ads.

That’s why it’s important to keep your finger on the pulse of audience behaviour and demand and adjust your strategy based on what you learn.

The good news is that social media channels make it easy for brands to monitor their audience. Imperfect Foods, a grocery delivery company, uses TikTok Pixel to share website visitor events with TikTok.

It makes it easier for the brand to monitor its sales and user activity and to use that information to identify the best audience for its ads.

Beyond that, you can stay on top of new marketing trends by:

  • Looking at data – use SemRush, Moz, and Ahrefs to see which search term keywords people are looking up, or enter terms into Google Trends
  • Experimenting with AI like ChatGPT to give you ideas
  • Monitoring social media
  • Networking with others in your industry

Fintech Marketing Strategy: Get It Right And Reap The Rewards

If you aren’t prepared, coming up with a go-to-market strategy for any product can be tough.

But coming up with a go-to-market strategy for fintech? That’s basically asking for a

But with a thoughtful, holistic fintech marketing strategy in your back pocket, you’re in the best possible position to reach your target audience and impress them – all while standing out from the other vanilla brands in your space.

By integrating every aspect of your marketing strategy, you also stand a better chance of eliminating points of failure and covering all your bases.

That means customers are more likely to understand your branding, trust your expertise, and even promote your product to their friends.

It’s the starting point every fintech needs to succeed. So what are you waiting for?

Use our Marketing Strategy Template to start working on your fintech marketing strategy today, or get in touch with us directly for some extra help from the experts.

Find out how we can help your marketing reach new heights! Get in touch