Fintech runs on innovation — and, often, on buzzwords. While some serve as helpful shorthand, others become clichés that clutter the conversation. Cutting through requires clarity, not just clever phrasing.
As a PR professional who’s helped fintechs go from stealth mode to scale-up, I’ve seen my fair share of buzzwords. And while language evolves with the industry, there’s a fine line between sounding current and sounding like everyone else.
So, in the spirit of clearer, sharper, and more original messaging, let’s talk about a few of fintech’s most overused words and phrases, and how to bring more meaning and precision to the language we use.
Eliminate the buzz, amplify the message
I’d like to start with ‘revolutionary’. It’s everywhere. And when everyone claims to be disrupting something, the word starts to lose its weight. Rather than declaring a revolution, it’s more compelling to articulate the actual change you’re driving. Try zeroing in on the problem you’re solving and who you’re solving it for. If what you’re doing is truly groundbreaking, the impact will speak for itself.
Then there’s ‘seamless’. Once a useful descriptor, it’s now so overused it’s practically invisible, and almost like saying something is ‘nice’. Instead of using broad adjectives, describe what the experience actually feels like: instant onboarding, no paperwork, 10 times faster than legacy processes… Concrete beats vague every time.
‘Frictionless’ often falls into the same trap, sounding good in theory but meaning little in practice. If you’re removing a barrier, describe it clearly: “No logins. No downloads. Just scan and pay.” The more specific you can be about what you’re eliminating, the more powerful your message becomes.
I also often find myself wondering at the word ‘innovative’ in fintech, where innovation isn’t a differentiator, it’s expected. Rather than claiming innovation, demonstrate it. Explain what you’ve built, how it works, and what measurable impact it delivers. “Built on machine learning to cut fraud by 40 per cent” says far more than simply calling a product innovative.
‘Democratising finance’ is another common phrase, often used as a catch-all for anything remotely accessible. But unless your product is fundamentally shifting access or power, it’s worth being more specific. For example, “giving gig workers access to same-day pay” or “helping underbanked communities save without hidden fees” tells a far more credible story, and a more human one, too.
I also see ‘game-changer’ pop up in plenty of pitches. It’s a bold claim, but unless someone else is using it to describe your work, it’s better left out. A stronger approach is to focus on the difference you’re making in your customers’ world. Frame the change from their perspective, and let the results speak for themselves.
Last but not least: ‘synergies’. It may have had its day in boardroom decks, but today it’s mostly just corporate jargon. A better alternative is to explain the value of your collaboration directly: “We partner with banks to speed up compliance checks by 80 per cent.” That’s clear, concrete, and instantly more credible.
Speaking with clarity and impact
When it comes to communicating your fintech brand, clarity should always be the priority. To achieve real cut-through, it’s important to speak like a human. That means dropping buzzword-laden messaging and getting straight to the point. Your customers, partners, and potential investors appreciate clear, direct language that cuts through the noise.
Think about how you can lead with outcomes rather than focusing on abstract concepts or product features. Start by addressing how you help people: do you save them time? Get them paid faster? Reduce risk? Framing your message around the tangible results you deliver helps your audience immediately understand the value you bring.
Lastly, and I can’t stress this enough, have confidence in plain English. You don’t need to use buzzwords to make a meaningful impact. In fact, you’ll likely stand out more by opting for straightforward, relatable language. Sometimes, simplicity is the most powerful way to gain trust and connect with your audience.
In the end, the goal isn’t to avoid these words altogether, it’s to use language that actually says something. Clarity is more persuasive than hype, and specificity builds trust. Especially in fintech, where complexity is high and attention is short, the words you choose matter more than ever.
