In the competitive fintech landscape, capital is fuel, and attracting the right investors at the right time can determine whether your business simply grows or truly scales. While many founders focus on refining their product, improving revenue, and chasing growth metrics, few realise the strategic power of PR and marketing in boosting investor appeal.
An intentional PR strategy not only elevates brand reputation but can directly enhance valuation, reduce equity dilution, and build credibility in the eyes of investors. Here’s how fintech companies can leverage PR to boost their attractiveness to investors.
PR as a pre-funding lever
All too often, fintech companies only think about PR at the end of the investment process, once a round is closed and an announcement is due. But when used proactively, PR becomes a strategic asset that can significantly influence both investor perception and deal terms.
Fintech firms need to approach announcing a funding round not as a surprise headline, but as the culmination of a well-crafted narrative that’s been built over months through consistent messaging, media placements, award wins and leadership visibility. This kind of momentum signals to investors that your business is thriving and an attractive proposition.
The best investors are looking for more than just financials – they want to see a growth trajectory. Consistent PR efforts create a storyline of ongoing progress, which provides investors with confidence in your ability to scale, drive impact, and manage complexity.
Founders should think like communicators
Fintech founders are often product-centric or numbers-driven, but when it comes to investment, storytelling matters. Investors don’t just buy into your technology or market opportunity, they buy into you.
One of the most overlooked aspects of a successful PR strategy is leadership profiling. Investors want to see a credible, confident, and media-savvy team at the helm. That means founders and their executive teams must be coached not only on what to say but how to say it, whether on stage, on camera, or across social media platforms.
Consider the impact of a well-executed media appearance or thought leadership article by a CEO. It shows that the leadership is engaged, confident, and capable of navigating the complexities of business. It’s a signal to investors that the company can handle not only the product and the market but the scrutiny and visibility that comes with growth.
I once worked with a fintech company that had raised substantial early funding and was on the verge of securing a major investment. To my surprise, their newly appointed CEO had never spoken publicly – an alarming gap given the visibility and leadership presence expected at that stage. This inexperience posed a risk not just to investor confidence but to the company’s overall reputation.
However, with targeted coaching, speaking opportunities, and media training, she rapidly evolved into a credible, confident voice in the industry, elevating both her personal profile and the company’s public image.
Scaling your PR strategy with your business
As fintech companies evolve from startup to scaleup, their communications approach must mature with them. At early stages, most businesses lack the resources or internal know-how to run a sophisticated PR program. That’s where external support becomes critical – not just for execution, but for strategic guidance.
From building a cadence of news (product launches, partnerships, hires) to securing thought leadership opportunities and awards, every touchpoint helps construct an external narrative that mirrors your internal growth. Done well, this doesn’t just attract media, it attracts money.
Investors are looking for signs of maturity and stability, and PR helps signal this. Whether it’s through media coverage, leadership visibility, or a strong presence in industry awards, these external markers of success give investors a reason to believe in the company’s trajectory.
Attracting the right investors
Effective PR does more than just draw attention, it helps attract the investors who truly align with your company’s vision, mission, and culture. Investors today look for businesses that demonstrate a strong culture, integrity, and leadership. PR can amplify these elements and package them into a compelling story, one that’s authentic, differentiated, and resonant.
When it comes to valuation, PR can also play a critical role in building an image of success and future potential. A well-constructed media presence can establish your company as a leader in your space, making it more appealing to investors. Companies that have built a strong brand and reputation are often able to secure higher valuations because they are perceived as more credible and trustworthy.
Investor perception is shaped by what they read and hear about your company, and a consistent PR effort reinforces positive narratives. If investors see your company covered in reputable outlets, speaking at industry conferences, or being named in ‘top fintech’ lists, they may be more likely to invest at a higher valuation.
A value multiplier
PR is not a vanity play; it’s a value multiplier. And while it doesn’t replace strong financials, growth metrics, or product-market fit, it does make them more visible, more credible, and more appealing. With the right strategy, timing, and messaging, PR can help fintech companies unlock not just funding but strategic partnerships, talent acquisition, and long-term market leadership.
While it’s important to focus on building a sustainable business with robust financials, ignoring PR can limit your company’s potential. Investors are looking for more than just a good product – they are looking for a complete package.
Whether you’re preparing for your first raise or scaling to Series C and beyond, don’t treat PR as an afterthought. With a strong PR and marketing strategy, fintech companies can not only secure funding but also gain the credibility and visibility that set them apart from the competition.
