Fintech has evolved into a global powerhouse, transforming payments, lending, investing, and personal finance. The market is booming: there are now over 26,000 fintech startups worldwide. But with so many players, simply building a great product isn’t enough. Fintech companies need marketing that attracts customers, builds trust, and keeps them ahead of competitors. In this FAQ, we’ll break down the essentials of fintech marketing, the biggest challenges, and the strategies that actually work.
What is Fintech Marketing?
Fintech marketing promotes financial technology products, like digital banks, trading apps, or crypto wallets. Unlike traditional banks, fintechs often lack decades of reputation, so marketing must do the heavy lifting. Marketing your fintech includes educating customers, proving security, and persuading users to switch. From digital ads and content campaigns to social media and referral programmes, fintech marketing combines storytelling, education, and compliance to engage users effectively.
How is Fintech Marketing Different from Traditional Finance Marketing?
Fintech marketing differs in three key ways.
- First, customers expect apps to be as smooth and intuitive as Netflix or Spotify. Deloitte found that 82% of Gen Z and millennials expect financial apps to be fast and user-friendly.
- Second, fintechs must build trust quickly. While legacy banks rely on decades of brand credibility, fintechs rely on transparent communication, testimonials, and strong UX to prove reliability.
- Finally, compliance is stricter. Financial promotions must be clear, fair, and accurate, following regulations such as the FCA in the UK or MiCA in the EU. Missteps can lead to fines or reputational damage.
What Are the Biggest Challenges in Fintech Marketing?
Gaining customer trust is the top challenge. According to the Edelman Trust Barometer 2024, only 59% of people globally trust financial services companies, and fintechs usually start lower because they’re new. Competition is intense, and in niches like trading apps or Buy Now Pay Later services, customer acquisition costs (CAC) can reach $500 per user. Marketing must therefore be efficient, balancing CAC with customer lifetime value (LTV) to ensure sustainable growth.
What Strategies Work Best in Fintech Marketing?
Content marketing is a staple. Explainers, blog posts, and videos help fintechs make complex financial concepts approachable. Revolut, for example, uses in-app guides and blogs to simplify features, build trust, and engage users. Referral programs are also effective. Monzo scaled quickly in the UK by rewarding users who invited friends, showing that word-of-mouth can rival paid campaigns. Data-driven personalisation is critical too. Salesforce reports that 66% of customers expect brands to anticipate their needs. Personalised offers and recommendations increase engagement and retention without dramatically increasing costs.
Some tried-and-tested strategies include:
- Content marketing – Explainers, blogs, and videos that make finance simple. Revolut’s blog and in-app guides are a good example.
- Referral programs – Monzo grew rapidly by encouraging users to invite friends with perks.
- Performance marketing – Paid search and social campaigns remain vital for lead generation.
- Personalisation – Tailoring offers to user behaviour like Salesforce.
How Can Fintechs Use Social Media Effectively?
Social media is one of fintech’s most powerful channels, but success depends on platform and audience. B2B fintechs benefit from LinkedIn, using thought leadership to connect with finance professionals. B2C brands often lean on Instagram and TikTok, delivering short, engaging content to younger audiences. Klarna, for instance, uses playful TikTok videos to combine financial education with cultural relevance, while Robinhood and eToro use YouTube tutorials to explain investing basics. Across all channels, fintech marketing works best when the tone is approachable yet authoritative, avoiding dry financial jargon.
Social media is one of fintech’s strongest channels if done right:
- LinkedIn – Best for B2B fintechs like payments infrastructure providers. Thought leadership content gets strong engagement.
- Instagram & TikTok – Perfect for B2C apps targeting younger users. Bite-sized financial education works well here. For instance, Klarna runs quirky TikTok campaigns that blend humour with product info.
- YouTube – Long-form education. Robinhood and eToro use YouTube tutorials to explain trading basics.
The trick? Keep the tone approachable but still authoritative. Nobody wants dry finance jargon in their feed.
Need engaging and compliant content for your social media? Ask about our Socially Sorted solution – you can choose for full channel management or content only.
Is SEO Important for Fintech Companies?
You might as well ask if Oxygen is important to breathing! Most fintech customers start by Googling queries like “best trading app UK” or “cheapest way to send money abroad.” Ranking highly can dramatically reduce acquisition costs. Backlinko reports that the #1 Google result receives 27.6% of all clicks. In fintech, long-form content, FAQs, and case studies not only improve search rankings but also build authority, educate users, and foster trust.
Learn more about how answer engine optimisation (AEO) in ChatGPT, Gemini and perplexity work alongside traditional SEO strategies.
What Role Does Compliance Play in Marketing?
A huge one. Fintech marketers can’t just say “fastest” or “safest” without proof. Regulators like the FCA (UK) and SEC (US) require ads to be clear, fair, and not misleading. Claims must be accurate and transparent, particularly in regulated areas like trading or crypto. Google Ads now restricts financial advertising to companies with the proper licenses. Involving compliance teams in every campaign ensures messaging is both legal and credible.
What Metrics Should Fintechs Track?
Key metrics include CAC, LTV, conversion rates, and churn. Successful marketing ensures LTV is at least three times higher than CAC. Fintechs also track engagement with content, app usage, and social media, which often predicts long-term retention. Balancing these metrics is crucial: even the most creative campaign fails if it doesn’t attract profitable, loyal users.
Some key numbers to watch are:
- CAC (Customer Acquisition Cost) – How much it costs to win one customer.
- LTV (Lifetime Value) – How much revenue you get from that customer over time.
- Conversion rate – Website visitors → signups → paying users.
- Churn rate – How many customers stop using your service.
How Can Fintechs Build Trust?
Trust comes from transparency and proof. Clear communication about fees and risks, robust security certifications, and social proof like testimonials or user numbers all help. Educational content that explains rather than hypes is critical. Wise and Revolut are prime examples, they combined transparency with user education to gain credibility in a crowded market.
Pro tip: Reassure customers by highlighting security features with certifications like PCI DSS or SOC 2 reassure customers.
Examples of Successful Fintech Marketing Campaigns
Revolut built a loyal community early, inviting users to test features and provide feedback. Robinhood’s “We are all investors” campaign made investing feel accessible, resonating with millennials and Gen Z. Cash App leveraged celebrity partnerships, including Travis Scott, to make financial services culturally relevant. These campaigns show that fintechs thrive when marketing blends education, accessibility, and cultural resonance.
The Future of Fintech Marketing
Some of the key trends emerging for fintech marketing include:
- AI-powered personalisation – Real-time offers and financial advice tailored to each user.
- In-app marketing – Push notifications, gamification, and loyalty rewards directly inside apps.
- Stricter compliance – Especially around crypto, BNPL, and investment promotions.
- Sustainability storytelling – Marketing green finance features, like carbon tracking, is on the rise.
Fintech marketing isn’t just about flashy campaigns; it’s about educating, engaging, and earning trust. The brands that succeed are those that simplify finance, personalise experiences, and deliver clear value. By combining creativity with compliance and data-driven insights, fintech companies can stand out in a competitive, crowded market.
Book a Zoom with our team to discuss your fintech marketing.