Fintech Marketing 101: A Beginner’s Guide for Startups

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A fintech startup is a financial technology company that uses technology to provide financial services, such as payment processing or personal finance management. Fintech startups often focus on creating innovative solutions to improve the efficiency and convenience of financial transactions or to provide new financial products and services to consumers and businesses. Some examples of fintech startups include companies that offer mobile payment systems, online lending platforms, and cryptocurrency exchanges. Marketing for fintech startups is tailored to their unique needs.

What Makes a Fintech Startup Different from Other Types of Startups?

One key difference between fintech startups and other startups is that fintech companies often have to navigate a complex and heavily regulated industry. Financial services are subject to strict rules and regulations at national and international levels, and fintech startups must comply with these regulations to operate. This can be a significant challenge for fintech companies, as obtaining the necessary licences and approvals can be costly and time-consuming.

Another difference is that fintech startups often focus on using technology to improve financial services rather than creating new products or services from scratch. Many fintech startups are aimed at making existing financial processes more efficient, convenient, and accessible through the use of technology. For example, a fintech startup might develop a mobile app that allows users to easily manage their personal finances or a platform that streamlines the process of applying for a loan.

Additionally, fintech startups are often characterised by their focus on innovation and disruption in the financial industry. Many fintech companies are looking for ways to challenge the traditional financial system and offer new, more efficient and accessible alternatives. This can be seen in the growth of new payment technologies, such as blockchain and cryptocurrency, and the rise of alternative lending platforms that provide access to credit for individuals and small businesses that may not be able to access traditional forms of financing.

How Do You Market a Fintech Startup?

  1. Research your target market: This involves identifying who your potential customers are and their needs and preferences. This can be done through market research surveys, focus groups, and other methods.
  2. Develop a unique value proposition: Now you can develop a unique value proposition that sets your fintech startup apart from competitors. This should clearly articulate your company’s benefits and why customers should choose your services over those of other companies.
  3. Define your marketing goals: These should be specific, measurable, achievable, relevant, and time-bound (SMART). Examples of marketing goals for a fintech startup include increasing brand awareness, generating leads, or improving customer retention.
  4. Create a marketing budget: Create a budget that outlines how much you are willing to spend on marketing activities. This will help you prioritise your marketing efforts and allocate your resources effectively.
  5. Develop a marketing strategy: Your marketing strategy should outline your tactics to achieve your goals. This might include tactics such as content marketing, email marketing, social media marketing, and search engine optimisation (SEO).
  6. Implement and monitor your marketing plan: This will involve carrying out the specific marketing tactics that you’ve outlined in your plan and tracking your progress to ensure that you meet your marketing goals. It’s essential to regularly review and adjust your marketing plan as needed to ensure that it remains effective.

What Types of Marketing Channels Can Be Used For a Fintech Startup?

Social Media

Fintech startups can use various marketing channels, such as social media, to reach and engage their potential customers. Social media platforms like Facebook, Twitter, Instagram and LinkedIn are a great way to connect with fintech consumers and help build brand loyalty. Through these platforms, you can share relevant content with your target audiences and increase awareness of your services or offerings. You could also use social media to run promotions or special offers to attract more visitors to your fintech startup. Ultimately, using the proper fintech marketing channels in a friendly manner can help build even stronger customer relationships, which will benefit any fintech business.

Email marketing

For fintech startups, email marketing is an effective and efficient way to reach potential customers and keep existing ones. With just a few clicks, fintech entrepreneurs can send personalised emails to inform and engage their target audience on new products or services. Not only is email marketing an incredibly cost-effective way to market your fintech business, but it also allows you to measure the success of your campaign by tracking who opened the emails and measuring click-through rates. Ultimately, incorporating email marketing into your fintech digital marketing strategy will give you a leg up in connecting with potential customers in creative, lasting ways – without breaking the bank.

Content marketing

Content marketing is an excellent way for fintech startups to get the word out about its products and services. Not only can you use traditional channels such as social media, organic search engine optimisation, and link building, but content marketing also allows for more creative approaches to getting your name out there. Create compelling blog posts or eBooks that fintech enthusiasts can’t put down, start a podcast or YouTube channel devoted to fintech topics, and create helpful videos that customers can use to quickly learn how fintech solutions work – the possibilities are endless! Content marketing will not only help you engage potential customers and spread awareness of your fintech startup, but it’s also great for increasing website traffic and improving your overall online presence.

Paid advertising

Paid advertising is a great way to reach new audiences. Platforms like Google Ads and Facebook Ads offer unbeatable targeting options for fintech businesses – you can tailor your ads to specific demographics, interests, and even geographical locations! Not only that, but you can also measure and tweak the performance of your advertisements in real-time to get the most bang for your buck. It’s ultimately cost-effective – depending on your budget and needs, you can start advertising with little investment.

Search engine optimisation (SEO)

Search engine optimisation (SEO) tactics can be used to ensure that your fintech business is featured in relevant search engine results, as it involves optimising website content to draw more organic traffic. SEO helps you target more potential leads actively looking for fintech services and solutions, ultimately increasing your business’ reach and engagement.

Referral programs

Using referral programs is an excellent way for fintech startups to amplify their marketing reach while ensuring they’re reaching qualified leads. Referral programs give customers incentives to share their experiences with your fintech startup and bring new customers in with the added incentive of free rewards. It’s an effective strategy to increase brand awareness, boost customer loyalty, and create an enthusiastic base of fintech ambassadors who will spread the word about your company.

Event marketing

Hosting fintech events is a great way to develop strong relationships with potential customers. Not only is it an opportunity to get your message across and create connections, but it’s also an invaluable chance to personalise the relationship. The gatherings will allow attendees to ask any fintech-related questions and gain insight into how your company operates – making it a memorable experience for everyone involved! Whether you host a digital event or an in-person gathering, you’ll be able to communicate directly with your audience and cultivate partnerships that can benefit your fintech startup.

Influencer marketing

With fintech startups becoming increasingly competitive, staying ahead of the game and standing out from the crowd is essential. Influencer marketing can be an excellent option for fintech looking to reach new leads. Through influencer marketing, fintech can create more visibility and generate more leads in no time! Partnering with influencers with a large audience can boost your brand awareness, help build trust with potential customers, and even spark user-generated content about your fintech products. It’s also helpful to find influencers from the same industry or who share the same values as your fintech – this way, you know you will be tapping into an already engaged audience.

Examples of Successful Fintech Startup Marketing Campaigns 

Fintech companies have become increasingly popular in the last few years with the advent of innovative technologies and products. Some fintech startups have showcased their products in must-see marketing campaigns that stand out from the crowd. Here are some that stand out:


Transferwise used real-life customer stories as part of their campaign to show how their product works and can be beneficial in specific scenarios. These customer stories were presented using a friendly tone of voice, appealing to audiences of all ages and walks of life. This strategy proved effective as it demonstrated the value and usability of Transferwise’s product without coming across as too commercial or sales-driven. Ultimately, it simply showcased how fintech technology can improve people’s lives. This avenue has helped fintech startups like Transferwise achieve success today.


One of the most memorable fintech campaigns was Monzo’s app launch, which featured a giveaway that allowed customers to win up to £500. This helped them stand out to existing users and potential new customers, enabling a broad reach and spreading brand awareness. Their friendly tone of voice made the campaigns more engaging, helping them achieve maximum impact with fintech consumers.

Starling Bank 

The innovative digital challenger bank created an online campaign that connected with potential customers through social media channels, presenting Starling Bank’s product as the perfect way to make managing finances more manageable. Their friendly tone helped cultivate a trusting customer relationship and draw them into fintech banking. By marrying modern fintech solutions with traditional banking services, this fintech startup could introduce its product effectively and creatively.

Tips for Creating a Successful Marketing Campaign for Your Fintech Startup

Creating a successful fintech startup marketing campaign can be challenging. Still, with the right strategy, you can get your message across and reach potential customers. Here are some tips to consider when creating your own marketing campaigns

1. Understand Your Target Audience & Their Needs 

Before launching any campaign, you must know who you’re targeting and what they need. Research your target audience, identify their pain points, and tailor your message to address them.

2. Choose the Right Platforms 

When creating a campaign, choosing the right platforms for maximum reach is essential. Consider where your target audience spends most of their time online and use those channels to promote your message.

3. Focus on Quality Content

When creating content, focus on quality over quantity. Use visuals and engaging copy to capture attention, showcase what makes your fintech unique, and relate it back to the needs of potential customers.

4. Measure Results & Make Adjustments

It’s essential to track the success of your campaigns to identify what works and what doesn’t. Measure the results, make adjustments as needed, and adjust your strategy accordingly.

5. Leverage Influencers

Influencer marketing is one of the most effective strategies for fintech looking to reach a larger audience quickly. Find influencers from the same industry, have an engaged following and work with them to promote your product. This will help you reach people outside your existing network and create long-term relationships.

Ensuring you have a comprehensive strategy will help your fintech startup reach its full potential. By following these tips, you can create meaningful campaigns tailored to your target audience, enabling you to effectively showcase the value of your fintech product. You can then use the data from your campaigns to optimise future initiatives and build relationships with potential customers.

The Bottom Line

Fintech startups have some unique challenges and opportunities when it comes to marketing. Still, with the right approach, they can succeed. If you’re looking to start a fintech startup or are in the process of marketing one, this article has given you some valuable insights. 

At We Scale Startups, we have extensive experience helping fintech startups with their marketing initiatives. Contact us today to learn more about how we can help you reach your target audience and achieve your business goals.

Frequently Asked Questions

Q: What is FinTech?

A: FinTech refers to financial technology, which is the use of technology to improve and develop financial services.

Q: What are the benefits of FinTech?

A: FinTech provides advantages such as increased efficiency, cost reduction, and better customer service.

Q: What are some of the best FinTech marketing tips?

A: Some of the best FinTech marketing tips include utilising data-driven approaches, investing in SEO and PPC, creating content that resonates with your target audience, leveraging social media, and employing email marketing strategies.

Q: What are some common mistakes in FinTech marketing?

A: Common mistakes in FinTech marketing include neglecting to invest in SEO, not setting measurable objectives, and failing to track data analytics.

Q: How can WSS help with FinTech marketing?

A: WSS provides proven methodologies and expertise to increase your online presence while maintaining security and growing trust in a changing digital landscape.

Q: What solutions does WSS offer for FinTech companies?

A: WSS offers various services for FinTech companies, such as website and e-commerce, SEO and PPC, content marketing, social media marketing, email marketing, growth strategy development and more.

Q: What results has WSS achieved?

A: WSS has achieved impressive results for its clients, including £8.7 million in PPC, 100+ million views, £5 million in revenue and 800K+ monthly active users.

Q: How can I get in touch with WSS?

A: You can contact WSS through our website or over the phone. A team of experts can help you catalyse your fintech’s growth.

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