Fintech founders put everything into building their products – developing new technologies, securing funding, and making sure their solutions work flawlessly. But too often, marketing gets left until the last minute or treated as an afterthought. The reality is, no matter how good your fintech product is, if people don’t understand it, they won’t use it.
Marketing isn’t just about running ads or posting on social media. It’s about telling your story, building trust, and helping people see why your product matters. Here’s how to start doing that today.
1. Get clear on your brand story
Your product solves a problem, but what’s the bigger picture? Why did you create it, and why should people care? A clear and compelling brand story makes it easier to connect with your audience and stand out from the competition.
- Focus on the problem: What challenge does your product solve for your customers?
- Make it relatable: How does this solution fit into their daily lives?
- Keep it simple: Avoid jargon. Explain it in a way that anyone can understand.
People remember stories more than features or specs. If you can articulate why your fintech exists in a way that resonates, you’re already ahead of many competitors.
2. Use content to educate, not just sell
One of the best ways to attract and build trust with potential customers is through helpful and educational content. Fintech can be complex, and people appreciate clear, no-nonsense explanations.
- Write about real challenges: What financial problems do your customers face, and how can they solve them?
- Share case studies: Show how real users have benefited from your product.
- Use different formats: Blog posts, videos, newsletters etc.; experiment to see what your audience engages with most.
Don’t just talk about yourself. Help people make better financial decisions, and they’ll be far more likely to trust your solution when they need it.
3. Keep your marketing simple and focused
You don’t need to be on every social media platform or spend a fortune on ads. What matters is being in the right places and making it easy for people to engage with you.
- Pick 1-2 key channels: Before choosing where to market, start by defining your ideal customer profile – who they are, what challenges they face, and where they spend time online. This will help you focus on the most effective platforms rather than spreading yourself too thin.
- Make your website clear and user-friendly: Your website should provide a seamless experience that guides visitors towards taking action. Ask yourself:
- Can someone instantly understand what we do?
- If we offer a paid service, is the checkout process smooth and intuitive?
- What happens after someone subscribes to our mailing list – do they receive value through exclusive content like ebooks or guides?
- Are we optimising for mobile users and ensuring fast load times?
- Be consistent: Marketing isn’t about one-off campaigns, it’s about steady, reliable engagement. Regularly update your content, maintain an active presence where your customers are, and avoid long periods of inactivity.
Now, what’s next?
Building a fintech product is hard work, but getting people to adopt it is just as challenging. Marketing should not be about flashy campaigns, but about making sure the right people understand and trust what you’ve built.
If you start with a strong brand story, focus on educational content, and keep your marketing approach simple and strategic, you’ll be in a great position to grow your fintech company.
Need more practical tips? Keep an eye on our blog for more insights on scaling your fintech business.
