Neil Patel

I hope you enjoy reading this blog post. If you want my team to just do your marketing for you, click here.

Fintech Marketing: Content, Link Building, and More

Content, link building, and more.

Let’s cut to the chase: Fintech is booming. Despite some economic hiccups in 2022, fintech unicorns are prancing all over the market, making up a significant chunk of billion-dollar startups. This rapid growth is a sign of evolving innovation and fresh opportunities in the financial sector.

But with great growth comes fierce competition. Fintech companies, both fresh-faced startups and established giants, are in a race to innovate and capture hearts and minds. This intense battle for attention brings unique challenges, particularly in marketing. From winning trust to navigating complex regulations, fintech marketing is no walk in the park.

Fintech Marketing Essentials

Before we dive into the details, here’s a quick overview of the top five takeaways from our exploration of fintech marketing strategies:

  • Fintech firms increasingly leverage digital platforms like social media and search engines to efficiently reach their target audiences, making digital advertising a cornerstone of their marketing strategies.
  • Search engine optimization and pay-per-click advertising are essential tools for fintech marketers, helping to attract users actively searching for financial solutions and driving conversions.
  • Fintech companies are distinguishing themselves by offering valuable insights through blogs, whitepapers, and webinars, positioning themselves as trusted authorities in the financial sector.
  • Understanding and addressing the unique needs of different customer segments is key, with a focus on building marketing strategies around customer feedback and preferences.
  • Influencers, particularly those with expertise in finance and technology, play a significant role in fintech marketing, lending credibility, and enhancing trust in fintech products and services.

With these key points in mind, let’s dive deeper into the dynamic world of fintech marketing.

What Is Fintech Marketing?

Fintech marketing stands out as a specialized field where the worlds of cutting-edge technology and traditional finance intersect. It’s not your standard marketing playbook. Here, we’re dealing with a unique blend of strategies tailored exclusively for financial technology firms. This specialization is essential because the fintech sector isn’t just about introducing new products—it’s about reshaping how financial services are perceived and utilized.

In fintech marketing, trust is your currency. Every piece of content, every campaign, every interaction must exude accuracy, trustworthiness, and deep expertise. This is where skilled link building companies play a crucial role, weaving a web of credible backlinks to bolster your online presence. It’s not just about visibility—it’s about establishing authority in a space where credibility can make or break your brand.

Conversion rate optimization (CRO) takes on a whole new level of importance in fintech marketing. Here, you’re doing more than catching the eye of the average consumer—you’re engaging with a user base that demands clarity, security, and efficiency. This audience needs more than flashy visuals or catchy slogans. They need fintech solutions that are not only appealing but also intuitive and straightforward. Simplifying complex financial concepts, streamlining the user journey, and making your fintech solution relatable and accessible are key.

What sets fintech marketing apart is the delicate balance it must maintain between advanced technology and user-friendliness. It’s about crafting a narrative that resonates with an audience that might view financial technology as daunting or opaque.

Is Marketing Worthwhile in Fintech?

Yes, marketing is absolutely critical in fintech. Here’s why:

  • Fintechs are Startups at Heart: In the fintech world, where startups are the norm, effective marketing is more than helpful—it’s a crucial element for survival and growth. In this competitive arena, you’re battling it out with fellow startups and taking on the giants of the financial world. To make your mark, you must reach and resonate with a wide audience quickly.
  • Tech Minds Need Marketing Hands: Many fintech founders are brilliant technicians, engineers, or financial wizards. They can build incredible solutions, but that’s only half the battle. The other half is telling the world about it. Without a strong marketing team, even the most groundbreaking fintech innovation risks fading into obscurity.
  • Differentiating from the Giants: Marketing in fintech is about showcasing what makes you different—be it your commitment to democratization, transparency, or accessibility. Your unique voice and vision can make you stand out in a sea of generic “we’re here for you” messages.
  • Democratizing Finance through Education: Fintech marketing is often synonymous with educating your customers. Whether teaching them about investing through an app or understanding open banking, content marketing plays a pivotal role. It’s about empowering your customers to make informed decisions, building trust, and effectively marketing your product as a solution.
  • Keeping Pace with a Fast-Moving Industry: The fintech world moves quickly. You need marketing strategies that communicate your evolving offerings and keep your finger on the pulse of market trends and customer needs.
  • Data-Driven Insights: Fintech firms have access to a treasure trove of customer data. This data is gold for marketers, enabling them to create targeted campaigns, understand pain points, keep their customer acquisition costs in check, and deliver content that truly resonates with the audience.
  • Redefining the Sales Funnel: The internet has changed how people buy. They research, compare, and often make decisions before even talking to a salesperson. Marketing plays a crucial role in this journey, providing the information and education that empower potential customers to make informed choices.

8 Ways To Market Fintech 

Strategy No. 1: Gamification

Let’s start with something fun—gamification. In fintech, this strategy can be a game-changer (pun intended). It’s all about injecting game-like elements into your marketing. Think contests, reward points for referrals, or interactive quizzes. 

SoFi does a great job of this by making banking a game filled with rewards for everyday financial tasks.

Gamification fintech marketing example sofi.

This approach makes your content more engaging and shareable and drives buzz and user acquisition. It taps into people’s love for competition and exclusivity, which is essential for pre-launch campaigns.

Strategy No. 2: Referral, Affiliate or Influencer Marketing

Next up, let’s talk about leveraging the power of influencers, referrals, and affiliate marketing. This strategy involves partnering with influencers or third-party marketers who promote your fintech products in exchange for commissions. It’s a great way to gain direct access to your target market and build trust quickly. Look at how Coinbase skyrocketed with its referral program, offering hefty commissions to referrers and referees.

Gamification fintech marketing example  SoFI.

Source: Coinbase

Or Monzo, who used a referral tactic to create excitement around a waiting list for their upcoming launch.

Gamification fintech marketing example SoFi.

Source: Fintech Marketing Hub

Strategy No. 3: Partnership Marketing

This strategy is about collaborating with businesses or brands targeting similar market segments. It’s especially effective in fintech for testing market waters and validating product concepts.

Ripple’s journey offers a textbook example of this strategy executed brilliantly. With a team steeped in finance and technology expertise, Ripple knew that breaking into the competitive financial market required more than just a superior product—it needed powerful partnerships. 

Their strategy? To integrate their cutting-edge settlement and cryptocurrency solutions with the offerings of existing banking and payment giants. This move wasn’t just about expanding their service range—it was about embedding their brand within the established trust and customer base of these industry leaders.

One standout partnership is with American Express. This strategic move for Ripple placed them directly in front of a vast, established clientele. This partnership did more than extend Ripple’s reach—it stamped its brand as a reliable and innovative financial service in the eyes of a discerning public.

Ripple’s partnership strategy extends beyond customer acquisition and market penetration. They’ve also embraced a giving back philosophy, aligning their brand with social responsibility.

From significant donations to public schools through DonorsChoose to high-profile contributions on talk shows, Ripple demonstrates that their vision for growth includes positive social impact. This approach elevates their brand visibility and positions them as a company with values that resonate with a broader audience.

Strategy No. 4: Bold Branding

Don’t underestimate the power of branding. In a sea of fintech startups, standing out is key. Be bold, be different. Take N26’s #nobullshit campaign, for example. It was direct, human, and it definitely caught people’s attention. Your branding should resonate with your target audience and set you apart from the rest.

Bold branding fintech marketing example.

Source: YouTube

Strategy No. 5: Content Marketing and Media Production

Content is great, but in the cluttered world of fintech, you need to do more than churn out generic content. It’s about crafting stories that resonate, provide value, and position your brand as a leader. That’s where the magic happens.

Take Wealthsimple, the Canadian investment app startup. They’ve cracked the code on content marketing by not just focusing on their tech but by zooming in on what really matters to their audience. They weave stories that connect with people on a personal level—stories that are real, relatable, and resonate with their audience.

Content marketing and media production fintech marketing example

Source: WealthSimple

Their Money Diaries series is a prime example. It’s not your run-of-the-mill financial content. It features interviews with big names like Kim Kardashian and Jon Hamm and stories from everyday folks. What makes this compelling? It’s how these diverse individuals navigate their financial journeys in the context of their lives, careers, dreams, and challenges.

Don’t have access to the Kim K’s of the world? That’s okay. Use real life stories. Stories about you, your clients, your friends. These real-life experiences are what bring sincerity and value you to your marketing.

Strategy No. 6: Connect by Building a Community

Building a community is a pivotal strategy in fintech, but it’s important to understand that this isn’t an overnight success story. This approach is about fostering genuine connections that extend beyond transactions. It’s a commitment that demands time, effort, and authenticity, and when done right, the rewards are immense in terms of customer loyalty and sustainable business growth.

But what does building a community in practical terms really involve? It’s about creating platforms and spaces where your customers can engage not just with your brand, but with each other. This could take the form of dedicated forums, social media groups, or interactive webinars where customers can discuss their experiences, share insights, and provide feedback. These platforms become a place for open dialogue, where customers feel heard and valued.

Building a community fintech marketing example


Take Monzo as an example of this strategy. They’ve redefined community building in the fintech space with their approach of “radical openness.” Monzo has embraced transparency and honesty by moving away from the traditional, often impersonal banking communication style. They’ve created spaces where customers can directly interact with the brand, offer suggestions, and even voice their concerns. Whether it’s acknowledging a mistake or celebrating a milestone, Monzo’s communication is a two-way street.

This level of engagement has helped Monzo not only build a community, but nurture a sense of belonging among its users. They’ve transformed customers into brand advocates who feel a part of Monzo’s journey. This community-first approach has been key to Monzo’s growth, proving that when customers feel genuinely connected to a brand, they’re more likely to stay loyal and spread the word.

Strategy No. 7: SEO Optimization

Let’s talk SEO in fintech, where it’s a strategy and a lifeline. Imagine your fintech solutions appearing right when potential customers are searching. That’s the essence of effective SEO. It’s about crafting relevant, high-quality content, ensuring your site is mobile-friendly, and building a solid backlink profile. Along with this, fintech content falls under the YMYL (your money or your life) umbrella, which Google’s algorithm is a lot more likely to crack down on. As a result, it’s essential to make sure you are as accurate and authoritative as possible.

SEO is crucial in fintech for several reasons. It drives organic traffic, bypasses the need for ads, and builds trust with consumers actively seeking financial solutions. Plus, it places your site right at the crucial decision-making moment for customers.

Effective SEO means reaching an audience and the right audience at exactly the right time. It’s about securing that top spot in search results and in the minds of potential customers.

Strategy No. 8: Hire a Fintech Marketing Agency

Embarking on a fintech venture is just the beginning. The real challenge lies in effectively marketing your solution to ensure it reaches and resonates with your target audience. This is where the expertise of a fintech marketing agency becomes invaluable. Such agencies specialize in navigating the complex fintech landscape and can be instrumental in bridging the gap between your product and its potential users.

A fintech marketing agency offers a spectrum of benefits. They bring an in-depth understanding of your product’s financial and technological aspects, ensuring that your marketing campaigns are not only creative but also strategically aligned with the industry’s dynamics. Their expertise in crafting tailored marketing campaigns means your message will be heard and felt by the right audience.

These agencies excel in producing high-quality, engaging content that’s designed to captivate and retain customers. They understand the importance of building customer loyalty and work towards creating repeat engagement. Their strategies often blend innovative digital marketing techniques and traditional methods, ensuring a comprehensive approach to promoting your fintech solution.

When you partner with a fintech marketing agency like NP Digital, you get more than just marketing services. You’re gaining a collaborator with deep industry insights, committed to propelling your product forward. It’s a partnership that goes beyond standard marketing practices, aiming to amplify your product’s presence in the market and maximize its growth potential.

Trends in Fintech Marketing

In the ever-evolving world of fintech, keeping up with marketing trends is crucial. Here’s a quick rundown of what’s hot in fintech marketing:

  • Digital Advertising: It’s the new battlefield. With the fintech sector growing, companies are leveraging digital platforms like social media, search engines, and financial news sites to reach their audience effectively.
  • Social Media’s Expanding Role: Beyond product promotion, platforms like X, Facebook, and LinkedIn are helping fintech firms build relationships and enhance brand trust through real-time engagement.
  • Design-Driven Marketing: UX and aesthetically-pleasing design have become crucial in the crowded market. The goal is to make financial transactions both enjoyable and user-friendly.
  • Data-Driven Marketing and Personalization: Data is king. Fintech marketers personalize offerings and tailor messages to individual preferences, enhancing user experience and boosting conversions.
  • Compliance in Marketing: In fintech, compliance isn’t optional. Marketing strategies must adhere to regulations like KYC and AML, turning compliance into a unique selling point.
  • Trust and Security: These are central to fintech marketing. Campaigns increasingly focus on solid security features and data protection, building trust in a security-conscious market.
  • Influencers as Fintech Ambassadors: Influencers, particularly in finance and tech, play a significant role in fintech marketing, lending credibility and trust to the products they endorse.
  • Sustainability and Social Responsibility: Some fintech companies integrate these values into their marketing, appealing to consumers who prioritize ethical and responsible businesses.

Fintech Marketing Case Study

Klarna, a Swedish fintech giant, revolutionized how customers pay for products with its “pay in four installments” model. But it’s their marketing strategy that really turned heads. Klarna’s collaboration with influencers and celebrities, including an iconic campaign with Snoop Dogg, showcases the power of combining influencer marketing with strong branding principles.

Snoop Dogg.

Transforming Snoop Dogg into “Smoooth Dogg” to represent Klarna’s smooth payments was a stroke of marketing genius. It spiked interest and engagement among Snoop Dogg’s fans and etched Klarna’s brand into consumers’ minds.

This case study demonstrates that while influencer marketing can be costly, it’s worth the investment when executed with creativity and solid branding. Klarna’s approach resulted in a memorable campaign that elevated the brand in the competitive fintech market.

Don’t know Snoop Dog personally? That’s okay. Use local business owners, customers, and friends to turn a generic marketing message into a fun and candid approach to a traditionally more strict world, aka finance.

Can All Fintech Companies Benefit from Marketing?

The short answer? Absolutely.

Whether you’re a small startup disrupting the payment space or a well-established player in financial services, marketing is your megaphone. It’s how you tell your story, showcase your innovation, and connect with those who need your solutions the most. The key, however, is to tailor your marketing strategy to fit your unique position in the market. It’s not one-size-fits-all—it’s about finding what resonates with your audience and what aligns with your brand values.

For fintech startups, marketing is about building brand awareness and trust from the ground up. It’s about maintaining relevance and staying ahead of the curve for established companies. In both cases, marketing is the bridge between your fintech solutions and the customers who will benefit from them.


Who is the target audience for fintech?

The target audience for fintech varies widely depending on the product or service. Generally, it includes tech-savvy millennials, businesses looking for financial solutions, and even traditional banking customers seeking more innovative services. The key is understanding the specific needs and behaviors of your target demographic.

How do you market your fintech company?

Marketing a fintech company involves a mix of digital advertising, content marketing, social media engagement, influencer partnerships, and thought leadership. It’s about communicating your unique value proposition in a clear, engaging, and trustworthy manner. Tailor your strategy to resonate with your target audience and their specific financial needs.

Is fintech a competitive market?

Absolutely, fintech is one of the most competitive markets out there. It’s a space where constant innovation is the norm, and staying ahead means keeping up with technological advancements and evolving customer expectations. This competitiveness makes effective marketing even more crucial.

How do you write fintech content?

Writing fintech content requires a balance between technical accuracy and accessibility. Your content should be informative, insightful, engaging, and easy to understand. Avoid jargon, simplify complex concepts, and always focus on the value your content brings to the reader.

Why is marketing important in fintech?

Marketing in fintech is vital because you need to educate the market, build trust, and establish a brand in a highly competitive and rapidly evolving industry. Effective marketing strategies can significantly impact customer acquisition, retention, and overall business growth.

What is a fintech influencer?

A fintech influencer has significant online authority and influence in the financial technology space. They’re often thought leaders, industry experts, or popular personalities who can sway public opinion or consumer behavior through their recommendations, reviews, or insights on fintech products and services.


So, there you have it—a deep dive into fintech marketing. We’ve explored everything from digital advertising trends to case studies of successful campaigns.  It’s clear that in the fast-evolving fintech landscape, marketing isn’t just a slice of the strategy pie—it’s the whole dish.

But here’s the thing: the world of fintech marketing is as dynamic as it is challenging. It’s a space where creativity meets technology, where storytelling intertwines with data-driven insights. The strategies we’ve discussed are more than tools in your arsenal—they’re essential components that can propel your fintech solution to new heights.

Which of these strategies will you integrate first to boost your fintech marketing efforts?

Consulting with Neil Patel

See How My Agency Can Drive More Traffic to Your Website

  • SEO - unlock more SEO traffic. See real results.
  • Content Marketing - our team creates epic content that will get shared, get links, and attract traffic.
  • Paid Media - effective paid strategies with clear ROI.

Book a Call

Are You Using Google Ads?Try Our FREE Ads Grader!

Stop wasting money and unlock the hidden potential of your advertising.

  • Discover the power of intentional advertising.
  • Reach your ideal target audience.
  • Maximize ad spend efficiency.
Ads Grader