Fintech marketing refers to the process of promoting financial technology organizations and products and services to potential customers through various marketing channels. A fintech marketing campaign involves identifying the target audience, creating a marketing strategy, and executing relevant campaigns to reach and engage with customers.

A fintech marketing strategy can include a variety of techniques, including search engine optimization (SEO), social media marketing, email marketing, content marketing, influencer marketing, and advertising. The primary goal of fintech marketing is to attract new customers, retain existing ones, and build brand awareness in a highly competitive industry.

Effective fintech marketing strategies require a deep understanding of the industry, the target market, and the competitive landscape. It also involves staying up-to-date with the latest trends and technologies to remain competitive in the fintech market.

Why is fintech marketing needed?

Marketing is crucial for fintech companies because they operate in a highly competitive and rapidly changing market. Fintech products and services can be highly technical and complex, and customers may not fully understand their value or benefits. Clever fintech marketing tactics can help fintech companies educate potential new customers and build awareness of their offerings.

Additionally, fintech companies often rely on digital channels to reach customers, making digital marketing strategies such as search engine optimization (SEO), social media marketing, and email marketing critical for their success.

Marketing can also help fintech companies, especially fintech startups, differentiate themselves from traditional financial institutions and communicate their unique value proposition to potential customers.

What makes up an effective fintech marketing strategy

Just like every other business, strategies need to be specific to the industry they operate. For fintech companies, marketing efforts need to be tailored. Some of the most successful fintech marketing strategies for fintechs companies include:

  1. Social Media Marketing: Use social media platforms such as LinkedIn, Twitter, and Facebook to reach the desired target audience. Engage with them by posting relevant content and participating in discussions related to fintech.

  2. Content Marketing: Create informative blog posts, white papers, infographics, and other forms of content that highlight the benefits of the fintech product or service. This valuable content can help attract and retain customers by educating them about specific services.

  3. Influencer Marketing: Partner with influencers and thought leaders in the fintech industry to increase brand awareness and credibility.

  4. Email Marketing: Send targeted email campaigns to potential customers using personalized messaging that highlights the benefits of the fintech product or service.

  5. Search Engine Optimization (SEO): Optimise the website and content for search engines to increase organic traffic and visibility.

  6. Pay-per-click (PPC) Advertising: Use paid advertising on search engines and social media platforms to reach potential customers and drive conversions.

  7. Referral Marketing: Encourage existing customers to refer their friends and family to the fintech product or service. This can be incentivized through rewards or discounts.

  8. Video Marketing: Use video content to showcase the fintech product or service and its features, benefits, and use cases. This can help increase engagement and brand awareness.

Fintech marketing strategies in more detail

For fintech companies, marketing efforts need to be explored to ensure that it’s the right mix. What might work for another business, might not work for another, and it’s about testing the different elements to find out what is the most effective strategy.

In addition to our list of fintech marketing strategies above, below we’ve broken down some of the successful ways that fintech companies of today use these tactics to their advantage.

Utilise gamification techniques

Customer engagement is critical for fintech to stay competitive and maintain customers. Gamification is a good strategy that is effective with a variety of fintech applications. The fintech marketing strategy employs game-like aspects and rewards the user when they perform specific tasks.

In fact, it’s possible for a company to create strategies that measure a customer’s knowledge of money. Customers can be awarded “badges” after finishing certain tasks such as completing a transaction, paying a debt and others.

Don’t disregard social media

Some people are impressed with social media, and some people aren’t. It’s no big issue whether you’re in this category or not. Social media plays a key role in fintech success. Most people use social media while conversing with others. You must spread your message online.

To make fintech marketing campaigns work, you need to identify what platforms are worth spending time on. Almost all platforms have different pros and cons features, as does their own consumer base, so a little bit of research will go a long way and be more beneficial in the long run.

Partnership marketing makes things happen

Collaboration marketing has a broad meaning in the context of partnership marketing, which includes various subcategories such as associations. Often these include collaborating brands licensing, sponsorships, joint companies product placement, and sharing of content.

It’s all about working with third parties or brands in your target audience to get your product or service out – but crucially, they need to be mutually beneficial.

Connect by building a community

A community marketing approach is laudable for its value to customers, retention rates and business growth. It could prove to be an excellent growth strategy. It will take time to create a strong and engaging network for businesses in your industry.

Airdropping certain tokens in early adopters won’t help the cause. Instead, brainstorm some strategies for existing clients, e.g. forums or Slack communities. That way, it gives a great indication of what the reception would be like when the product goes live, with real-life feedback.

Engage with your customers

Engagement is critical for long-term planning and improving customer loyalty. How can you promote your company on Twitter? Alternatively, you can post your own blog, tweet or video, and if you don’t reply to customers, they’ll leave to find the company that cares about their business.

Modern-day customers want recognition and evidence of your dedication and commitment to the work you do. After all, why do people leave comments on Facebook pages and on Twitter? All of the above will result in personalizing your customer experiences. A customer-centric approach is always a bonus, especially when it comes to personal finances.

Use affiliate marketing to your advantage

Fintech firms seem to have mixed views on affiliate marketing. Almost all marketing experts agree with referral and affiliate marketing. Many financial institutions, like credit institutions, have been exploring performance-based affiliate marketing. Affiliate marketing has become one of the low-risk fintech marketing tactics that have extremely large yields.

Content marketing is golden

It has become increasingly easy to find articles or blog articles on every topic in our world. Content marketing remains arguably the most cost-effective marketing strategy. Developing and maintaining an online website that provides an opportunity to explain your product to a wider audience is crucial.

This situation is particularly important for fintechs who offer a higher level of complexity than the average business. In fact, an effective content marketing strategy helps people understand your brand, which is extremely important considering the competitive nature of the sector. Create valuable content to appeal to your audience, and you’ll be able to reap the benefits long into the future.

Explore affiliate and influencer marketing

Influencer, affiliate, and referrer are advertisements that assist in quickly creating visibility for your financial technology applications. It helps you reach a broad target audience for the purchase of your product. Currently, many firms in the fintech industry employ affiliate marketing in their marketing strategies to attract customers.

Affiliate marketing refers to giving affiliates a percentage of each successful lead that you send, referring marketing helps customers share the app in the network, and influencer marketing consists of partnering with key leaders in the industry to promote the fintech company.

Don’t underestimate SEO

SERP is a fintech digital marketing method that is a proven tool that delivers the best results to achieve measurable success. Using a searchable keyword is the best way to increase conversions on the web. In addition, it teaches SEO techniques that improve page load speeds, be mobile responsive, and use backlinking for increased search results and rankings on the web.

Fintech SEO can help you generate organic traffic to your website and also helps you get your content without advertising.

Final thoughts

Fintech marketing can be difficult to navigate, but, with the right tools and knowledge, it’s an extremely straightforward field to work within. Financial technology has truly rocketed in recent years, meaning there are plenty of use cases to follow – and those that shouldn’t be followed – that will help shape any future marketing strategies you adopt.

One of the most unique elements of the fintech industry is how welcoming and collaborative it is. Typically, fintech businesses are working towards achieving the same goals, which is to boost financial wellness and prosperity. This element of collaboration can be used to its advantage to ensure that products and services are well-championed and supported towards success.

With the right marketing strategies, a fintech company can take advantage of the growing trend of future security by delivering amazing customer service.


  • Liam is our resident PR whizz - helping our clients and Monumental to grow their media presence. Before starting his public relations journey, Liam graduated with a degree in Journalism from Roehampton University, with the knowledge of how the media operates. Flipping his journalist skills to work well within PR, he has been working in the industry for close to five years. He operates from the comfort of Warwick, the very same place that J.R.R Tolkien got engaged, and is a huge geek at heart. With a love for all things Marvel and Star Wars, we often find him freaking out about the latest blockbuster or TV show when he’s not working his PR magic. You can get in touch with him here: