In the fintech space, PR is more than just sending out press releases. It’s about crafting a brand narrative, managing reputation, and engaging meaningfully with audiences across digital channels. As a leading financial marketing agency, we understand the intricacies of fintech public relations. This guide breaks down the essentials for any fintech startup, scale-up, or established player looking to master their PR game.
What is Fintech Public Relations?
Fintech public relations is the strategic communication process that builds mutually beneficial relationships between fintech companies and their target audiences. It involves managing media coverage, industry visibility, investor relations, and crisis communications to support a brand’s credibility and growth. In an industry built on innovation, trust, and disruption, PR plays a key role in shaping perception.
Why Does A Fintech Company Need Public Relations?
Fintech companies operate in a quickly evolving space packed with competitors and a strict regulatory oversight. Great fintech PR can help to:
- Build trust with consumers, partners, and investors.
- Amplify brand visibility in a crowded market.
- Communicate complex concepts in a simple, digestible manner.
- Manage crises and maintain a strong reputation.
- Position founders and executives as thought leaders in fintech.
What Are The Key Components Of A Fintech PR Strategy?
- Media Relations – Building strong relationships with journalists and securing coverage in top-tier fintech and business outlets.
- Press Releases – Writing and distributing timely announcements about partnerships, funding rounds, product launches, or milestones.
- Thought Leadership – Developing opinion pieces, whitepapers, and interview content for company spokespeople.
- Crisis Management – Preparing for potential reputational risks with a clear, actionable crisis comms plan.
- Regulatory Messaging – Ensuring communications align with legal requirements and instil confidence in stakeholders.
- Event Participation – Gaining visibility at fintech conferences and industry events.
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How Do Fintech PR Agencies Measure Success?
Fintech PR agencies measure success using a mix of quantitative and qualitative metrics. These may include media placements in top-tier financial publications, share of voice against competitors, SEO impact from backlinks, social media engagement, sentiment analysis. Additionally, performance is often tied to strategic goals such as investor interest, partnership opportunities, or lead generation, ensuring PR efforts directly support business growth.
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How Can You Get Featured in Fintech Media?
Fintech PR is rarely free, as most media placements require time, relationships, and strategic positioning. While organic coverage can occur, typically in cases of ground-breaking innovation, disruptive funding rounds, or commentary from a recognized thought leader, these are exceptions, not the rule. For consistent visibility and credibility, fintech companies need to invest in professional PR services or agencies with established media networks. Whether free or paid, your fintech PR should be checking these boxes:
- Have a clear story angle that adds value.
- Build relationships with fintech journalists.
- Align your content with current trends and challenges in the fintech space.
- Offer data, insights, or a fresh take that will interest editors.
Do Press Releases Still Matter In Fintech Public Relations?
Yes, press releases remain a core element of fintech public relations. They provide a structured, official way to share important company updates such as product launches, partnerships, funding rounds, or regulatory milestones. In the fintech space, where accuracy and credibility are paramount, a well-crafted press release helps control the narrative, builds trust with stakeholders, and often serves as a source for journalists and media outlets. Additionally, when distributed strategically, press releases can support SEO and increase online visibility and domain authority. However, it’s important that press releases are timely, relevant, and crafted with journalistic clarity.
What Makes A Fintech PR Agency Different?
A fintech PR agency stands apart from traditional public relations firms through its deep understanding of the financial technology sector’s complexities. Unlike generalist agencies, fintech PR specialists know how to navigate strict regulatory frameworks, communicate technical financial products clearly, and engage with niche media outlets and industry stakeholders. They are fluent in fintech terminology, from blockchain to embedded finance, and can tailor messaging for investors, partners, and end users alike. Moreover, a fintech PR agency like Contentworks brings experience with fast-paced product cycles, data-driven storytelling, and crisis communication specific to the finance industry. —ensuring that your brand is both compliant and compelling. PR in fintech must be aligned with regulatory requirements.
Do Fintech PR Agencies Work With Startups?
Fintech PR agencies usually work with companies of all sizes, from early-stage startups to established financial institutions. For startups, agencies often focus on building brand awareness, crafting compelling founder stories, and securing early media coverage. For larger companies, the emphasis may shift toward managing reputation, announcing funding rounds, or supporting global expansion. An appropriate marketing budget will be agreed between both parties at the start.
What Should I Look For In A Fintech PR Agency?
First off, you need to narrow your search from a general marketing agency to a fintech marketing agency. Doing this will ensure that your plans and strategy will be fully understood from the start. Additional things you should look for in a fintech marketing agency are:
- Strong media connections in the finance and tech space.
- Understanding of compliance and financial regulations.
- Ability to create both technical and engaging content.
- Solid examples of past work in the fintech marketing space
Summing Up
PR isn’t just about visibility; it’s about credibility, strategy, and long-term growth. As regulation tightens and competition increases, a strong fintech public relations strategy becomes non-negotiable. Whether you’re launching a crypto product, neobank, robo-advisor, or payment platform, getting your message right can make all the difference.
At Contentworks Agency, we specialise in financial PR and work with top-tier media outlets, influencers, and event organisers in the fintech world. Book a free call with our team and discover how strategic public relations can drive growth for your financial brand.