Fintech, or financial technology, has become a hugely profitable and innovative area over the last 10 years. Now, breaking through the noise to get your product out there is tricky and requires a well thought out approach to marketing.
As an award-winning marketing agency for our work with SaaS fintech Staffology, we know a thing or two about getting fintech brands out there. This blog will take you through the marketing essentials any fintech brand needs.
What is fintech marketing?
Fintech marketing is where a company providing financial technology aims to reach new customers through as many channels as possible. Fintech companies like digital challenger bank Revolut, valued at £35.5b, or payment provider SumUp, who are eyeing up a near $9bn valuation, are prime examples of fintech brands with strong marketing and advertising strategies.
For the majority of B2B fintech companies, the key components of a good marketing strategy should be built around information sharing, demonstrating differentiators and showing why your product is the one the user needs. But how do you achieve this, and what steps do you need to take?
The core components of a B2B fintech marketing strategy
B2B fintech marketing strategies have a lot of the basics that you would see with other companies but the approach in this highly competitive marketplace requires nuance to succeed. Here’s what you need to consider:
A technically perfect website
If you’re marketing a fintech product, but don’t have a website that not only looks good but performs well, why should your potential customers trust you? A solid website that loads fast, offers a compliant and accessible user experience and looks the part is essential.
Your website should not only be able to show off your product but also demonstrate your expertise in the space you’re operating in. If you’re a payments provider, do you understand the law and regulation around overseas payments? What are you doing to combat fraud? In fintech, websites are more than just a product demonstration area, they’re essential for your compliance and expertise, tying into the next point.
E-E-A-T
E-E-A-T, or E-A-T as it was previously known, is a concept discovered in Google’s Search Quality Evaluator Guidelines. It stands for Experience, Expertise, Authoritativeness and Trust. It is not a ranking factor – however, it plays heavily into how quality Google deems content. E-E-A-T is essential for fintech brands, as fintech falls into Your Money, Your Life (YMYL) content. YMYL content, as Google describes it is: “where it could potentially impact people’s health, financial stability, or safety, or the welfare or well-being of society.”
As a fintech brand, you need to go above and beyond in demonstrating that you are not only a legitimate company, but are trusted by customers, have expertise and experience in the area you are selling tech into and are authorities on the subject matter. This can be done through:
- Comprehensive about us pages
- Blogs on a wide range of topically relevant news items
- Testimonials from customers
- Reviews from trusted platforms, such as Google, Trustpilot or similar
- Awards, if won, should be displayed on site
- Industry standards, such as ISO27001, FCA registration number and company information
Strong content onsite…
Your website needs to do more than just show off your product. You need to be adding value to relevant informational topics to demonstrate your expertise. Say you’re providing a payroll solution, your onsite content needs to mix evergreen topics such as “what is payroll and how does it work” with the latest news from the world of payroll, such as upcoming laws or compliance changes. Add value and show how your product helps the reader with the news topic you’re covering.
… and offsite
While your onsite content is there to boost your rankings, your offsite content needs to do some of the legwork as well. While offsite SEO is no longer about buying links (sorry 2000s SEO), it’s now about demonstrating your expertise by working with journalists and relevant publications to secure coverage on your subject matter. This can also be through speaking opportunities, podcasts, providing quotes for articles, or sending your latest press releases to relevant publications.
Paid search prowess
Fintech is an ultra-competitive space. The average CPC (on Facebook) in February 2025 was $2.45, and it’s rising every month. To be seen in the search results, you need more than an OK landing page and some money thrown at an AI ad system. Success in fintech paid search requires strategic precision and constant optimisation.
Your PPC campaigns must be built on meticulous keyword research that captures high-intent bottom of funnel commercial terms while balancing search volume against competition. The landing pages need to be conversion-focused with clear value propositions, robust security messaging, and prominent trust signals.
Budget allocation should follow a performance-based model, with spending weighted towards campaigns that demonstrate the strongest ROI. Don’t shy away from bid adjustments based on device, location, and time of day – these micro-optimisations can dramatically improve efficiency in a high-CPC environment.
With increasing acquisition costs, your remarketing strategy becomes even more crucial. Implement sophisticated audience segmentation based on site behaviour and engagement level, with tailored messaging for each stage of the consideration funnel.
Paid social strategy
The B2B fintech landscape demands a more sophisticated approach to paid social than most industries. Whilst LinkedIn remains the backbone of any B2B fintech social strategy, platforms like X (formerly known as Twitter) and even Instagram can deliver strong results when approached correctly.
Platform-specific optimisation is essential – what works on LinkedIn rarely translates directly to X or Facebook. Each platform requires its own creative approach and bidding strategy. Monitor your frequency caps closely to prevent ad fatigue, especially in niche B2B fintech segments where your addressable audience may be limited.
Your paid social assets must strike the delicate balance between professional polish and authentic storytelling. Case studies presented as narrative journeys, with real metrics and testimonials, generate significantly higher engagement than abstract product benefits.
Email marketing expertise
Email marketing remains a cornerstone of any successful B2B fintech strategies, offering unparalleled ROI when executed properly. Unlike consumer-focused brands, your fintech email strategy should prioritise value and educational content in automated sequences over continual promotional messaging.
Segment your database with surgical precision. Beyond basic data, leverage behavioural signals like website interactions, content downloads, and previous product usage to create highly targeted campaigns. You’ll need to be using all your owned data to make the most of this. The days of generic email blasts are long gone – personalisation is now table stakes in the fintech space.
Automation workflows should align with your prospects’ buying journey. Map out detailed sequences for different entry points, whether they’ve downloaded a whitepaper, attended a webinar, or requested a demo. Each touchpoint should deliver progressively more relevant information, moving them systematically toward conversion.
Compliance cannot be an afterthought with fintech either. Beyond GDPR and other legal requirements, ensure your email templates reflect the same level of professionalism and security consciousness that your fintech solution promises. Clear unsubscribe options, transparent data policies, and consistent branding all contribute to recipient trust.
Are you looking to take your fintech marketing to the next level?
MRS Digital can help. With awards won across PPC, SEO and our integrated approach, as well as with fintech brands, we know what it takes and know how to deliver work that gets you seen. Get in touch today to see how we can help.
