In the boom years of fintech, the challenge was standing out. When funding was flowing and the market was loud, differentiation was everything. Then came the downturn. As capital tightened and uncertainty set in, the focus shifted, from visibility to survival.
Like any tech cycle, the bust always follows the boom. I’ve lived through more than a few, and the lesson I’ve learned is simple: the fintechs that thrive are the ones that invest in standout marketing, smart PR and a commercial strategy that goes beyond the product.
A perfect example? Netflix. In the 1990s, broadcasters knew streaming was the future, but they had no idea how to monetise it. The tech was there, the content was there, but consumers weren’t convinced. Hundreds of startups emerged with similar platforms all doing the same thing.
Netflix made two game-changing moves. First, they invested in a few killer originals, House of Cards and Orange is the New Black. Second, they marketed them relentlessly. The tech stack was the same as everyone else’s. But the story? The brand? The buzz? That’s what set them apart. And it worked because they created demand and made it easy to buy.
Klarna is another stand out example. At its core, it offers what many others do, flexible payments. But Klarna turned finance into fashion. Through bold, pop culture driven campaigns, celebrity partnerships (hello, Snoop Dogg?!), and pink-saturated branding, it positioned itself not just as a payments provider but as a lifestyle brand.
While others talked features, Klarna told stories. It became memorable, relatable and cool. In a space often ruled by trust and tradition, Klarna broke convention. It worked because Klarna understood that brand is what makes people choose you over a dozen other offerings.
Today we’re in a fintech landscape shaped by geopolitical uncertainty, cautious investors and growing competition for limited capital. In this environment, PR isn’t a nice-to-have, it’s a growth lever. The fintechs winning now aren’t just the ones building brilliant products. They’re the ones who are crystal-clear about their story and who know how to tell it with confidence and credibility.
Having spent years helping fintechs break through the noise, I can say this with certainty: if you’re still relying on generic PR to get noticed, you’re already behind
Brilliant ideas, brutal competition
Here’s the reality: you might be solving a genuine industry challenge. You might have a brilliant team, robust technology and a sound business model. But unless you can articulate your story with clarity, confidence and precision to the right people, it won’t cut through.
At my agency, we understand how much you’ve invested. Your platform addresses real pain points. You believe it’s a market-changer, and it very well might be. But in a saturated market, so does everyone else. ‘Our API is better than their API’ isn’t a compelling narrative, it’s table stakes.
In crowded markets, standout messaging is the difference between traction and obscurity:
- A clear, confident narrative beats technical superiority alone.
- Generic claims won’t differentiate; compelling stories will.
Media channels are crowded, journalists are time-poor and audiences are increasingly sceptical. If your messaging lacks distinction, or your PR partner doesn’t grasp the technical, regulatory or strategic nuances of your business, you’re not just wasting budget, you’re missing your moment.
Fintech PR requires a rare mix of deep sector knowledge, storytelling craft and regulatory awareness. You need to translate technical depth into real-world relevance. You need to speak simultaneously to investors, customers, journalists, policymakers and increasingly, regulators. And you need to do it at pace.
Effective fintech PR hinges on three essentials:
- Deep industry understanding
- Strategic, story-led messaging
- The ability to engage multiple audiences – fast
Because while your tech might be game-changing, it’s your comms strategy that determines whether it changes the game or disappears into the noise.
PR versus specialist PR
Any good PR agency will tell you that the aim isn’t just generating headlines; it’s about advancing your business. PR professionals act as strategic partners, helping define your voice, shape your reputation and support growth at every stage.
But fintech isn’t like every other industry, and generic PR just won’t cut it. What I think we excel at as a
specialist fintech PR, is offering a deep understanding of the sector’s complexity. It’s about visibility and
credibility. That means amplifying your brand in a way that resonates with the right audiences: investors, regulators, customers and the media that matters.
That starts with sharp messaging crafted by people who really know how to translate technical models and regulatory nuance into clear, compelling narratives. It then means working with journalists who cover financial markets, understand compliance issues and appreciate what makes your story worth telling.
It’s also about trust. In a space where people are asked to share their money, data, or both, trust is currency. Specialist PR helps you earn that trust; not with fluff or vanity coverage, but through consistent, meaningful content: expert commentary, educational insights, and principled positions on the issues that matter to your users.
And when the pressure’s on, specialist PR makes a critical difference. Whether you’re facing regulatory scrutiny, product issues, or reputational risk, experienced fintech communicators know how to respond. They’ve navigated crises before and understand the sensitivities involved in high-stakes moments.
Ultimately, finding the right PR support means more than contacts or clever writing; alignment is everything. Does your partner understand the regulatory context you operate in? Can they decode your tech and explain it in plain English? Are they commercially astute and able to back that up with a comms strategy that actually supports your goals? And perhaps most importantly, do they know the journalists who matter, and have the long-standing relationships that get your story heard?
Specialist PR isn’t a luxury
This market is noisy, the risks are real, and the competition is fierce. Specialist PR gives you the tools to rise above the chaos, to communicate clearly, to earn trust, and grow with confidence.
The companies that win in fintech are rarely just the ones with the best tech. They’re the ones who know how to tell their story, make it stick, and keep people coming back for more. That starts with the right communications partner. One that knows your space, speaks your language, and gets real results.
If you’re building in fintech today, specialist PR is a strategic necessity. Drop me a line to find out how to make sure your story gets the attention it deserves.
