Fintech Marketing

Fintech Marketing By Kay Shidlo Blog Post

By Kay Shidlo (aka Blockchain Babe)

Because it underpins security, reliability, transparency, compliance, customer
relationships, and innovation, trust is essential in fintech and financial services at
large. Without trust, customers are unlikely to engage with financial products and
services, due to the need for consumers to entrust them with sensitive financial
data and transactions.

As fintech continues to disrupt traditional financial services, its success hinges on
this fundamental element, and trust serves as the ultimate currency of fintech
marketing. In this article, we explore what types of strategies must be put in place in
order to ensure client acquisition, growth, and reputation in one of the most data
sensitive industries.

Assurance & Transparency

Security, reliability, compliance, and customer service are all not only key to the
success of financial institutions, but also expected by consumers. Financial
transactions involve sensitive information such as personal identification details and
bank account numbers, and a top concern for consumers is knowing that their data
is secure and won’t be compromised.

From a marketing perspective, these considerations are essential in activities and
strategies for financial products, especially in fintech, where innovation is welcome
but met with skepticism.

Here are some of the ways in which fintech marketing teams approach the

  1. Educational content
    Customers want to understand the costs associated with financial products and
    services without hidden fees or confusing jargon. The continuous creation of easy
    to consume content simplifying services, products, benefits, and options is a key
    component of any fintech marketing strategy.
  2. Regulatory compliance messaging
    Wherever possible, a company’s adherence to regulation and compliance should
    be publicly divulged and repeated. In the wild west of cryptocurrencies, for
    example, the appeal of decentralized finance is often balanced out by fears
    surrounding a lack of clarity or oversight. Fintech has the opportunity to offer clients
    access to more convenient, faster, and more digital solutions to traditional finance,
    but without a commitment to the law, consumers are less willing to try them out.
  3. Testimonials and case studies
    Nothing sells a product better and faster than the experience of other people who
    have tried, tested, and reviewed it. Consumers need social proof across all sectors
    today, and with the popularity of apps such as TikTok, Facebook, Instagram, and
    more, there is no shortage of access to that type of content. This rings especially
    true for the financial sector, where hearing someone else’s praise helps to solidify a
    potential consumer’s decision. Fintechs should leverage this simple but effective
  4. Community engagement
    Social media is often thought to be used as a tool for entertainment, fashion, and
    sport, but it’s usage for financial products shouldn’t be underestimated. Through
    though leadership, engaging with people directly, and using the platforms to
    elaborate on their commitment to security, privacy, and other important topics,
    fintech companies can effectively use social media to build trust and credibility
    among their target audience, ultimately driving customer acquisition and retention
  5. Partnerships and collaborations
    In an effort to gain trust, aligning with more established companies can help newer
    players to get that initial visibility and consumer confidence. One example is the
    partnership between Revolut and Cross River Bank, which enabled the fintech
    company to benefit greatly from the substantial pre-existing customer base, market
    presence, and reputation of banks of all sizes. Collaborations of this kind prove to
    be extremely effective in fintech marketing, across all niche sectors.

Web3 Marketing & Trust

Web3 – the concept that envisions a decentralized internet where users have more
control over their data and interactions – is the latest disrupter to the financial
sector, with DeFi promising to challenge the inefficiencies currently faced in TradFi.
With regulatory uncertainty posing a significant hurdle, DeFi operates in a rapidly
evolving regulatory landscape with varying levels of clarity across different
jurisdictions, making marketing a substantial and unique challenge.

As security remains a paramount concern in the Web3 and DeFi space, due to the
prevalence of hacks and exploits in smart contracts and decentralized applications,
building trust among users is crucial, but no easy feat in an environment where
security breaches are not uncommon.

Demystifying complex concepts and building trust by positioning your brand as a
knowledgeable and trustworthy authority in the space is one crucial part of web3
marketing, as is being transparent about your project’s team, goals, and
development roadmap. Transparency builds trust by demonstrating accountability
and honesty.

Whether the underlying technology is blockchain, AI, peer to peer, or other, it is
important that marketers place trust at the core of all their activities and
communications. In a crowded market where competition is fierce, building a
reputation for trustworthiness can serve as a powerful differentiator, helping fintech
companies stand out and gain a competitive edge. Ultimately, trust forms the
foundation of long-term customer loyalty and brand success in the fintech industry.

Author Bio
Kay Shidlo (aka Blockchain Babe)

Blockchain and cryptocurrency enthusiast, with up-to-date knowledge of global
blockchain and crypto markets and technologies; currently CMO at Fiat24, bringing
a dApp for crypto spending to market. Web3 podcast host, writer, and content
creator passionate about decentralizing everything.


Look for company name, brand, news, podcast, resource or any web3 or metaverse term.

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