In this blog, we’ll cover some of our top SEO strategies for fintech brands, driven by our own experiments and results.

Why SEO Matters for Fintech

Organic search accounts for 19.3% of the website traffic Fintech companies receive. A solid SEO strategy allows you to gain visibility at the top of search results without paying for expensive PPC ads. 

Fintech topics typically fall under the Your Money, Your Life (YMYL) category for Google. This distinction is for topics where the information that Google provides has the potential to significantly impact your life – like healthcare, or finance.

As a result, it’s imperative that Fintech brands position themselves as trustworthy and authoritative to their customers and to Google by publishing website content that is accurate, true, and helpful.

The Fintech industry faces unique challenges such as complex regulations and technical jargon. SEO helps simplify these topics for users by creating accessible, user-focused content that aligns with both compliance requirements and search intent.

It helps you align your brand as a top choice for the challenges customers need solutions for. Through high-quality content production, you can position your brand as an authoritative source in your niche while building trust and brand recognition with your target customers.

7 Fintech SEO Strategies to Drive Traffic and Conversions

1. High-Quality H-E-E-A-T Content with Backlinks

As a Fintech brand, you face steep competition amongst other brands for recognition. There are many reputable brands fighting for the same audience. That’s why creating high-quality, authoritative content is so important.

It helps you communicate to both search engines and your target audience that you’re a trustworthy source for financial information. By continuously showing up in finance-related queries with valuable information, you’ll remain top of mind when customers are ready to choose a financial partner to entrust with their earnings.

As part of an SEO strategy, we build credibility and trustworthiness through H-E-A-T content:

• Helpfulness: The information presented answers the user’s query directly and provides substantial value.
• Expertise: The content demonstrates that the author has significant knowledge of the subject.
• Experience: The content contains examples of first hand experiences or knowledge obtained through experience.
• Authority: The content demonstrates reliability by citing other reputable sources.
• Trustworthiness: The content contains information that is reliable and factual.

For all blog content and FAQs, focus on providing direct, clear answers to users’ questions and pain points. When applicable, you can share examples of how your company approaches certain financial concerns to give customers more insight into your brand’s ethos and further build trust.

As you begin to build authority for your blog posts, utilize internal links to transfer link authority from one page to another. When incorporating internal links, use descriptive anchor text and naturally include them throughout your blog.

To effectively incorporate a backlinking strategy on your website, you need to link lower authority pages to pages with higher authority. You can check a page’s authority by using a tool like Ahrefs or Semrush to check the URL rating. In Ahrefs Site Explorer, you can filter pages by “Best by links” to show the pages with the highest URL Rating and backlink profile.

2. Niche Keyword Research Without Duplicate Content

When creating content on topics like banking and credit cards, it can be difficult to target niche keywords without creating duplicate content. Many of the Fintech keywords contain similar phrasing, making it more difficult to target certain topics.

To start your keyword planning, create a keyword list within a platform like Ahrefs or Semrush. When choosing keywords, focus on long-tail keywords and monitor the search intent of the keywords.

Long-tail keywords are great for two reasons. First, they’re usually easier to rank for. Second, they can help you avoid duplicate content issues by making your blogs more specific. Search intent can also help you avoid duplicate content issues.

For example, if a keyword has commercial intent, you should target it with a landing page for your product or service. This is because commercial intent signifies users are looking to compare offerings from different companies.

If a keyword has informational intent, you should target it with a blog post. This is where you can educate potential customers with helpful information.

There are often keywords that are very similar but have different search intents, so knowing how to target them helps differentiate your new content from both any existing content you have and competitors’ content.

3. Optimizing for AI Overviews

Much like other verticals in Fintech marketing, SEO for Fintech is about building top-of-funnel (TOF) brand awareness. This means positioning your brand as a go-to source for as many searches related to your niche as possible.

Financial queries often return AI Overviews because users want quick, helpful answers to these types of questions. The good news is, you can rank in AI overviews and appear in that highly sought after real estate at the top of the search results even if your content isn’t ranking number one organically.

Your first step is to find which keywords trigger AI Overviews. You can do this in Ahrefs or Semrush by filtering for specific SERP features and selecting AI Overview. Make a list of the keywords in your niche with an AI Overview, then focus on creating content to target them.

AI Overviews are extremely dynamic. The search results are always changing so tools like Ahrefs and Semrush don’t always provide the most updated information about keywords with AI overviews. These tools are a good starting point to find keywords that trigger AI overviews, just make sure you verify the information by checking the SERP before you start creating content.

Best Practices for Optimizing for AI Overviews

• Use question-based headers to align with user queries 
• Answer user questions directly and concisely underneath each question-based header 
• Format content in lists, tables, and short paragraphs for better scanning by AI algorithms 
• Review the AI Overview for the keyword and ensure your content answers all the questions the AI Overview provides information for
• Answer questions from the People Also Ask SERP feature to differentiate and deepen the scope of your blog topic 

4. Multimedia Content

Multimedia content is a ranking factor for Bing, and it also provides a ranking opportunity for your videos to be featured in AI Overviews and the video panel. Video is a valuable tool for Fintech brands to help explain complex financial topics to users. Brands can also use this as an opportunity to showcase their brand voice and ethos while educating potential customers.

You can start by repurposing TikTok, Instagram, and YouTube videos. Find videos that align with your blog posts and landing pages, then embed those videos directly into those pages.

The video embed accomplishes three goals:

1. It provides a helpful explanation for users and supports the information in your blog post.
2. It improves your ranking opportunities in SERP features like AI Overviews and video panels. 
3. It communicates social signals to Bing, which is a direct ranking factor for this search engine.

5. Conduct Technical SEO Optimizations

Conducting technical SEO optimizations ensures your website is fast, secure, mobile-friendly, and easily crawlable by search engines. These optimizations are key in the Fintech industry, where trust, compliance, and user experience are priority.

If customers use your website to complete transactions and manage their accounts, it is extremely important for your website to be fast, reliable, secure, and user friendly.

6 Technical SEO Optimizations for Fintech Brands

1. Improve Website Speed

Why It Matters: Fintech users expect fast-loading websites; delays can lead to higher bounce rates and lower conversions.

How to Optimize:

• Use tools like Google PageSpeed Insights to identify performance issues.
• Compress images and enable browser caching.
• Minimize HTTP requests and reduce unnecessary code.
• Implement a Content Delivery Network (CDN) to improve load times globally.

2. Ensure Mobile Responsiveness

Why It Matters: With over 60% of global web traffic coming from mobile devices, Fintech websites need to provide seamless mobile experiences.

How to Optimize:

• Use responsive design frameworks to ensure your website adapts to all screen sizes.
• Test mobile usability with Google’s Mobile-Friendly Test tool.
• Consider Accelerated Mobile Pages (AMP) for faster mobile load times.

3. Strengthen Website Security

Why It Matters: Security is critical for fintech brands handling sensitive financial data. Google also prioritizes HTTPS-secured sites in rankings.

How to Optimize:

• Install an SSL certificate for HTTPS encryption.
• Regularly update software and plugins to prevent vulnerabilities.
• Implement two-factor authentication (2FA) for user accounts.

4. Optimize Core Web Vitals

Why It Matters: Core Web Vitals (LCP, FID, CLS) impact both user experience and search engine rankings.

How to Optimize:

• Enhance page load speed by optimizing server response times.
• Improve interactivity by minimizing JavaScript execution.
• Ensure visual stability by specifying dimensions for images and videos.

5. Implement Structured Data (Schema Markup)

Why It Matters: Schema markup helps search engines understand your content better and display rich snippets in search results, increasing visibility. It also increases your chances of being featured in voice search results.

How to Optimize:

• Add schema for financial services, customer reviews, FAQs, and events – where applicable.
• Use tools like Google’s Structured Data Markup Helper for implementation.
• Test schema with Google’s Rich Results Test.

6. Fix Crawlability Issues

Why It Matters: Search engines need to crawl and index your site efficiently to rank it effectively. Fintech websites often have several security features in place to protect transactions and customer data. This can potentially pose crawling issues if the algorithm encounters issues with the security wall.

How to Optimize:

• Conduct regular audits using tools like Screaming Frog or Ahrefs to identify broken links and errors.
• Create an XML sitemap and submit it via Google Search Console.
• Ensure a clean robots.txt file that doesn’t block important pages.

6. On Page Optimization

On-page optimizations involve improving readability, user experience, and helpfulness of your content. They also include optimizing image size for faster loading and adding internal links to build authority.

5 On-Page Optimizations for Fintech Brands

1. Enhance Readability

Why It Matters: Fintech topics can often be dense; simplifying them improves user engagement and retention.

How to Optimize:

• Use short sentences and paragraphs.
• Include visuals like infographics or charts to explain complex concepts.
• Format text with bolding or italics for emphasis where needed.

2. Structure Content Effectively

Why It Matters: Clear and organized content improves readability for users and helps search engines understand your page.

How to Optimize:

• Use a single H1 tag per page with the primary keyword.
• Incorporate target keywords naturally into H2 and H3 headings.
• Break up dense fintech topics with bullet points, numbered lists, and short paragraphs.

3. Add Internal Links

Why It Matters: Internal links help distribute link equity across your site and improve navigation for users. A strong internal linking strategy allows you to gain more visibility in search results by outranking competitors.

How to Optimize:

• Link relevant blog posts, product pages, or resources within your content.
• Use descriptive anchor text that includes keywords naturally.

4. Add FAQs to Blogs and Landing pages

Why It Matters: FAQs directly address user questions, are often featured in AI Overviews, and read aloud in voice search results. This is an opportunity to build trust with your customers by showcasing your expertise in the finance industry. You can answer questions related to security, compliance, and specific Fintech services.

How to Optimize:

• Include a dedicated FAQ section addressing common user queries.
• Use structured data markup (FAQ schema) to make these questions eligible for rich results like featured snippers and AI overview.

5. Optimize Metadata

Why It Matters: Titles and meta descriptions are the first elements users see in search results, influencing click-through rates (CTR). Optimizing your title tags and meta descriptions provides an opportunity to persuade users to click your website over one of your Fintech competitors.

How to Optimize:

• Include primary keywords in title tags and meta descriptions.
• Keep title tags under 60 characters and meta descriptions under 160 characters.
• Make metadata compelling and accurately reflective of the page content.

7. Optimize Landing Pages for Bottom-of-Funnel (BOF) Conversions

Now that you have used the first 6 strategies above to build authority and brand awareness, you can optimize your landing pages for bottom-of-funnel conversions.

The first screen of your landing page should have a short, easy-to-read description of your key offerings with a clear CTA to sign up or get more information about your product.

Next, you’ll provide information about how your product works, the results customers can achieve by using your product, and why they should choose your product over competitors. Make your descriptions concise yet informative and include keywords strategically placed throughout each paragraph.

When it comes to finance, many people have questions about how transactions and account management work. Each brand does it differently, so highlight how it’s done with your brand.

The more questions you can answer for users up front, the more they will place trust in you and consider you as a financial partner.

At the bottom of your landing page, you should have an FAQ section with topics related to security, account management, transitions, compliance, and regulations.

Measuring SEO Performance for Fintech

Measuring your SEO performance is key to understanding your customers and how to align your content with their unique challenges.

The tools that are the most helpful to track SEO performance are Google Analytics, Google Search Console, and a third-party tool like Ahrefs or Semrush.

Key Metrics for Tracking SEO Performance

• Organic Traffic: Tracks the number of visitors arriving through search engines.  
• Keyword Rankings: Monitors the rankings of target keywords in search engine results. 
• AI Overview Rankings: Monitors how frequently your website appears in AI Overviews. For Fintech, building brand awareness is important, and AI Overviews can help you achieve it.  
• Conversions and Conversion Rate: Tools like Google Analytics can track form submissions, sign-ups, or purchases. You can then compare your conversion rates to Fintech industry benchmarks. 
• Bounce Rate and Dwell Time: A high bounce rate may indicate irrelevant content or poor user experience, while longer dwell times suggest engaging content.
• Click-Through Rate (CTR): Reflects how compelling your meta titles and descriptions are in driving clicks from search engine results pages (SERPs).
• Backlink Profile: Measures the quantity and quality of backlinks pointing to your site, which impacts domain authority and trustworthiness which is crucial for fintech.
• Core Web Vitals: Includes metrics like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS), which assess site speed, interactivity, and visual stability. Website speed is essential to keep customers happy while managing their accounts and making transactions. 

Fintech SEO Is a Continuous Process

Fintech SEO is not a one-time task, but an ongoing process. The dynamic nature of the industry, coupled with continuous updates to search engine algorithms, means that consistent monitoring, adaptation, and optimization are essential to stay compliant.

By staying informed about industry trends, regularly analyzing your SEO performance, and proactively adjusting your strategies, you can maintain a competitive edge and ensure your fintech brand continues to attract and engage your target audience effectively. View SEO not as a project, but as a continuous investment in your brand’s long-term success and visibility.

If you need to refine your Fintech Strategy, our growth experts can help. Feel free to drop us a line.

The post Fintech SEO: 7 Strategies for 2025 appeared first on NoGood™: Growth Marketing Agency.

In this article:

• Top Finance and Fintech Marketing Agencies
• Frequently Asked Questions

9 Best Finance and Fintech Marketing Agencies

1. NoGood

NoGood is a great choice for a fintech marketing agency partner, we have an exceptional track record of developing and executing successful marketing strategies for fintech companies. Our team of experts have deep industry knowledge and expertise that allow us to navigate regulatory environments of the fintech industry. We deliver innovative marketing solutions that drive growth and business success in the most competitive of spaces. We make sure fintech companies effectively target their desired audience, optimizing campaigns for maximum ROI.

NoGood Noteworthy Traits:

• Specialize in marketing for long term growth
• Have helped companies like Lark Suite, ByteDance’s collaboration software company, break into the US market
• Work in tailored growth squads to help you achieve rapid, consistent growth
• Experimentation approach that educates customers and builds trust in your brand

NoGood Specialties:

• Untraditional growth marketing that takes new approaches
• Crypto marketing
• Loyalty building
• Customer persona research

Here’s what Laura Vestal, Head of Marketing and Invisibly, had to say about NoGood:

“The squad feels like a true extension of my own marketing team.“

We achieved a 2960% WoW increase in app installs, and an 84% increase in organic website traffic for Invisibly. Check out how we did it.

Office Location: New York, NY

Year Founded: 2016

Team Size: 50+ employees

Key Services:

• Growth marketing framework
• Idea validation
• Rapid experimentation
• Landing page building
• Competitor & market analysis
• Performance branding
• Customer persona research
• Search Engine Optimization (SEO)
• Content marketing
• Performance marketing

Industries Served: B2B, consumer, fintech, SaaS, retail, healthcare, crypto

Key Differentiators: Advanced analytics, A/B testing, customer-centric approach, personalized marketing campaigns, driving loyalty for long-term growth, scalable strategies

Case Studies: We have worked with many startups, scaleups, and Fortune 500 brands such as TikTok, Nike, Amazon, Intuit and more. Check out NoGood’s growth stories and successes.

2. Digital Authority Partners

Digital Authority Partners (DAP) is a fintech agency with offices in Chicago, Las Vegas, and San Diego. They specialize in growth marketing, building digital experiences, website or app redesign, and reputation marketing. DAP works with all types of financial services and fintech companies, including banks, credit cards & lending, insurance & insurtech, and fintech. DAP uses an infinite strategy loop in which they continuously look for areas of improvement. This award winning, future focused team blends marketing, sales, and analytics talent to bring clients more traffic, qualified leads, sales, and improved marketing ROI.

Digital Authority Partners Noteworthy Skills:

• 92% of landing pages developed by DAP rank in top 3 search results
• 72% of customers said their data analytics improved while working with DAP
• 69% of customers said they improved ROI measurability by working with DAP

Digital Authority Partners Specialties:

• Business growth
• Increase online visibility
• Optimize PPC AD spend
• Elevate digital marketing efforts
• Bring your product vision to life

Here’s what Abhirup Bhattacharya, Head of Digital at Athenahealth has to say:

“We brought in Digital Authority Partners (DAP) to help us with a complex set of SEO projects. Their expert team helped us optimize our editorial content strategy to help us rank for thousands of keywords and worked with our technology team to optimize the core platform. Their team also trained us on how to best leverage AHREFs and other SEO tools. The insights DAP brough were invaluable, and our organic traffic is spiking due to these efforts. The team is transparent about their approach, the expected results, and the required timeline. I highly recommend this cross-discipline team of content, offsite and technical SEO experts.“

Office Location: Chicago, IL

Year Founded: 2016

Team Size: <100 employees

Key Services:

• Digital strategy development
• Website design and development
• SEO content marketing
• Paid advertising
• Fractional CMO
• Custom software development
• Mobile app development

Industries Served: Healthcare, Fintech & Financial Services, ecommerce, Professional Services, Education, Manufacturing, Government, Legal

Case Studies: DAP has helped companies increase app engagement, organic keyword rankings, site traffic, and reduce bounce rate and time spent on email. Check out their notable case studies for more on how DAP can help your fintech business.

3. WebFX

WebFX is a leader in tech-enabled digital marketing solutions. WebFX focuses on data-driven revenue marketing to increase visibility, conversions, and revenue. With award-winning marketers on their team, they understand how to move businesses forward. They go above and beyond, for example, with their ROI tracking platform–MarketingCloudFX, a proprietary tool that has become the #1 ROI tracking platform in the industry. With WebFX, you’ll get a custom strategy that fits your company and goals, not a cookie-cutter strategy.

WebFX Noteworthy Traits:

• 500+ subject matter experts
• 25-year track record
• Thousands of reviews
• In-house technology
• Deep expertise across all areas of digital

WebFX Specialties:

• Search engine optimization
• Lead generation
• Ecommerce
• UX & interactive
• Revenue acceleration platform
• CRM retargeting technology

Here’s what Leah Pickard from ABWE International had to say about her experience working with WebFX:

“We’ve been working with ABWE for 9 years. In that time, we’ve achieved a 110% organic traffic increase year over year, and specifically helped shape their recruiting efforts to the tune of a 248% increase in organization applications.“

Office Location: Harrisburg, PA

Year Founded: 1997

Team Size: 193 employees

Key Services:

• Search engine optimization (SEO)
• Lead generation
• Social media
• Digital advertising
• Ecommerce
• UX

Industries Served: Fintech, healthcare, ecommerce, education, manufacturing, and more

Case Studies: WebFX has driven over $3 billion in sales and over 7.8 million leads for their clients. Check out some of their notable case studies.

4. Ignite Digital

Ignite Digital is a boutique finance and fintech agency with a strong focus on providing strategic and innovative solutions to ignite business transformation. They currently support medium to big brands, prioritizing their core values of collaboration, diversity, and excellent thought leadership with each relationship. Ignite Labs invested in Atlas Executive Consulting as the first subsidiary of the platform company, Ignite Digital Services.

Ignite Digital Noteworthy Traits:

• Create emotional stories to connect brands to clients
• Offer coaching services to help facilitate marketing strategies
• Brand-conscious photography and videography
• Continually monitoring and improving online presence

Ignite Digital Specialties

• Digital advertising
• Branding
• Website design
• Social media management
• Coaching
• Photo and video
• Search engine optimization
• Reputation management
• Email campaign

Here’s what their client had to say about their experience working with Ignite Digital:

“Thanks to Ignite Digital’s PPC campaign, visits to my website have dramatically increased and tripled in number. Additionally, their SEO efforts have enabled me to be featured on the first page for relevant search terms which has been incredibly successful. I was completely taken aback by their level of dedication throughout the entire setup process. Not only did they identify our goals, but they also found ways to maximize my SEO and PPC plans to reach them. Everything was done very well, I do not know what they could have done better.“

Office Location: Charleston, South Carolina

Year Founded: 2011

Team Size: 201-500 employees

Key Services:

• Search engine optimization (SEO)
• Pay per click (PPC) advertising
• Content marketing
• Social media marketing
• Email marketing
• Conversion rate optimization (CRO)
• Data science
• Process automation
• Enterprise technology

Industries Served: Healthcare, fintech, retail, and more

Case Studies: With a team of experienced professionals and a proven track record of success, they have become a trusted partner to many leading fintech companies. Check out some of Ignite Digital’s success stories.

5. Disruptive Advertising

Disruptive Advertising provides digital marketing services, helping finance businesses grow their online presence and drive revenue through effective marketing campaigns. They provide a full-funnel marketing strategy, maximizing every step of the marketing funnel while leveraging the best platforms and services to help businesses achieve their marketing goals. First, they organize a discovery call to learn about your business’ needs and goals. Next, you’ll receive a solutions call with an audit and expert insight Disruptive Advertising has worked with clients like Guitar Center, KPMG, Adobe, and more.

Disruptive Advertising Noteworthy Traits:

• $450M+ in annual ad-spend managed for clients
• Rank #145 on the Inc. 500
• 4.8 average rating from 300 reviews on Clutch
• Most reviewed marketing agency

Disruptive Advertising Specialties:

• Search engine optimization
• Paid search
• Paid social
• Amazon marketing
• Creative services
• Email marketing
• Website optimization
• Lifecycle marketing

Here’s what Erion Tellor-Chronister from Malpracticebrokers.com had to say about Disruptive Advertising:

“We have seen an increase in lead generation since beginning our project. Disruptive is very transparent. They have always been very upfront with what they can and cannot deliver. They are also always open for discussion on any ideas we have and give us their honest feedback. “

Office Location: Pleasant Grove, UT

Year Founded: 2012

Team Size: 50-200 employees

Key Services:

• Digital marketing strategy
• Paid search on Google/Yahoo/Bing
• Social advertising on Facebook, Instagram, LinkedIn
• Retargeting
• Ad creative (text, image, motion, video)
• Website design testing and development
• Web analytics (Google and Adobe Analytics)
• Simple and effective reporting dashboards

Industries Served: Ecommerce, insurance, B2B, legal, home services education, healthcare, fintech, and more.

Case Studies: Disruptive Advertising works with clients across a range of industries, including fintech. Their team of experts and experienced media managers are dedicated to delivering exceptional results and providing clients with the support they need to succeed in today’s competitive digital landscape. Check out their success in fintech.

6. Salted Stone

Salted Stone specializes in creating comprehensive marketing solutions for fintech companies. Salted Stone takes an adaptable, process-oriented approach to marketing by continually improving and building upon their methodology and implementation. Unlike other agencies, Salted Stone offers animation and virtual reality solutions.

To equip you with the best solutions for your business, Salted Stone partners with Intercom, Big Commerce, Databox, and Google.

Salted Stone Noteworthy Traits:

• Donate 10% of profits to charity
• Remain on standby for their clients to offer reactive support
• On-demand accessibility
• Offers vendor evaluation
• Creation of video and animations
• Production of augmented and mixed reality experiences

Salted Stone Specialties:

• HubSpot solutions
• CRM migration
• Backend engineering
• Sales enablement

Office Location: Los Angeles, Dublin, Cebu, Perth, Sydney

Year Founded: 2008

Team Size: 51-200 employees

Key Services:

• Branding
• Web design and development
• Content creation
• Search engine optimization (SEO)
• Social media advertising
• Analytics and reporting
• Pay per click advertising

Industries Served: Technology, healthcare, finance, and more

Here’s what Yamini Rangan, CEO of HubSpot had to say about Salted Stone:

“Salted Stone is a leader in merging technology with creativity to drive results. They listen to organizations’ unique needs and are committed to delivering impact for your business.“

Case Studies: With a focus on data driven strategies and a collaborative approach, Salted Stone works closely with their clients to develop customized solutions that drive results and support business growth. Check out their success stories.

7. VaynerMedia

Vayner Media has made a name for itself by being innovative and result driven for a wide range of clients including finance and fintech. They prioritize cutting-edge technology integration and social media platforms to help their clients connect with real, authentic audiences. Their team brings refined skills developed by executing specific strategies for finance business that drive growth, revenue, and engagement.

VaynerMedia Noteworthy Traits:

• Ranks number 5 on Ad Age’s 2022 Agency A-List
• Deep knowledge about what platforms consumers spend the most time on
• Award winning agency

VaynerMedia Specialties:

• A/B testing before finalizing on a strategy
• Social strategy development
• Content creation at scale

Office Location: New York, NY

Year Founded: 2009

Team Size: 1,474 employees

Key Services:

• Social media marketing
• Content creation
• Branding and design
• Influencer marketing
• Search engine optimization (SEO)
• Paid advertising
• Analytics and reporting

Industries Served: Personal finance, fintech, consumer packaged goods, healthcare, technology

Case Studies: VaynerMedia has worked with clients such as TikTok, Mint Mobile, WeWork, PepsiCo, and Indeed. Check out their award winning campaign for Budweiser addressing the pay gap in women’s soccer.

8. KlientBoost

KlientBoost specializes in pay-per-click (PPC) advertising for finance and fintech businesses. Founded back in 2015, KlientBoost has been able to show their marketing leadership by helping drive traffic and conversions for finance business with their effective PPC campaigns. They have worked with small and large brands like AirBnB, Stanford University, and UpWork that give them experience in a diverse set of marketing environments.

KlientBoost Noteworthy Traits:

• Offers a free marketing plan on their website
• Have an average of 63% ROI increase in the first three months
• Specialized teams for every channel

KlientBoost Specialties:

• Paid advertising
• Search Engine Optimization
• Keyword tapering
• Single keyword ad groups

Here’s what Senior Manager, Devyn G., had to say about their small business’s experience working with KilentBoost:

The KlientBoost team has been incredibly receptive to any changes during our work. They’ve been flexible and always ready to assist in any way possible. They are also incredible communicators and always keep us in the loop about what is going on, what needs to be updated, what they need from us, and more. As a small marketing team, KlientBoost has helped us build and maintain a PPC advertising strategy that has led to consistent quality leads for our Sales team and has allowed our marketing team to focus on what they do best and take advantage of KlientBoost’s expertise.

Office Location: Costa Mesa, CA

Year Founded: 2015

Team Size: 183 employees

Key Services:

• Pay per click advertising
• PPC management
• Landing page optimization
• Conversion rate optimization (CRO)
• Funnel creation

Industries Served: Ecommerce, SaaS, healthcare, education, finance, and more

Case Studies: By working with KlientBoost, airbnb attained a 25% decrease in cost per click. Stanford Business reached a 139% increase in conversion. Check out their success stories.

9. Amsive Digital

Amsive Digital formerly, Path Interactive, is a full service digital marketing agency that specializes in helping clients in a range of industries, including finance and fintech, achieve their marketing goals. Amsive has partnerships with Facebook, Microsoft, Amazon, Salesforce, Oracle, and more, attaining fast solutions and making a lasting impact on your growth. For Clover Health, Amsive Digital developed a comprehensive digital campaign featuring real Clover Health members, and offered 18 unique ad sets, resulting in over 800 variations of unique messaging and imagery. This ensured target audiences received personalized messages that would best resonate with them.

Path Interactive Noteworthy Traits:

• Willingness to educate clients on how they’re approaching marketing efforts
• Develop long-term relationships with clients
• Offer training on their proven strategies

Path Interactive Specialties:

• Data and analytics solutions
• Customer modeling and audience development
• Community management
• Amazon and retail paid media
• Algorithm recovery

Here’s what Kinday from e-Builder Enterprise has to say about Amsive Digital’s serivces:

There’s no other company that does it better. Amsive Digital’s professionalism, partnership and expertise is invaluable. They are a true extension of our team!

Office Location: New York, NY

Year Founded: 2005

Team Size: 70 employees

Key Services:

• Paid media
• Search Engine Optimization
• Strategy
• Social
• Creative
• Data + analytic solutions
• Ecommerce
• Influencer marketing
• Web design

Industries Served: Finance, fintech, healthcare, higher education, ecommerce, and more

Case Studies: The numbers don’t lie. Check out Amsive Digital’s success stories and how they’ve helped brands achieve massive growth.

Frequently Asked Questions

Final Thoughts: Top Fintech Marketing Agencies

The top finance and fintech marketing agencies of 2024 offer a range of services and solutions that can help fintech companies reach their target audience and achieve their marketing goals. Each of the agencies highlighted in this article has their own unique strengths and areas of expertise, from NoGood’s focus on growth marketing to VaynerMedia’s emphasis on storytelling.

Ultimately, the best agency for a particular fintech company will depend on their specific needs and goals, as well as factors such as budget and timeline. By carefully considering their options and partnering with a reputable and experienced agency, fintech companies can take their marketing efforts to the next level and achieve success in the highly competitive world of finance and technology.

The post 9 Top Finance and Fintech Marketing Agencies in 2025 appeared first on NoGood™: Growth Marketing Agency.

If the fintech industry is fully digital, the million-dollar question becomes this: how do you create a marketing strategy for something intangible and inspire consumer trust in catering to their financial well-being? 

Think about your paycheck for a minute. You’ve probably meticulously divided it between rent, utilities, groceries, and more. Now imagine handing your paycheck to a faceless someone on the other side of a screen that you’ll never meet in person. Sounds like a hard “no,” right? Now, think of going down to your local bank and handing that money off to an actual bank teller you’ve known for years. It’s almost relieving in comparison to using a digital financial service. 

Trust is a huge barrier potential customers face when deciding whether or not to utilize fintech services, as money can be an extremely vulnerable subject. This leaves it up to advertising campaigns to win the public’s favour. How? By curating familiarity in an educating and engaging way within your target audience, you can build trust in your brand and become the name that springs to mind when they think of a financial product. Ready to make your brand stand out? Let’s get into it! 

Best Fintech Marketing Campaigns

Whether you’re a payment processing service, involved with cryptocurrency, or part of traditional banks switching to digital, there’s a fintech content marketing strategy for you. Comedy, inspiration, and pop culture are all your friends when spinning the story you’ll present to your audiences to familiarize them with both the fintech sector and your product and/or service.

Not sure how to get started? Here’s a breakdown of our favorite fintech marketing campaigns that are brimming with inspiration! 

1. Binance/Cristiano Ronaldo

When you think of an NFT, a couple of things likely come to mind – weirdly distorted images of animals or monotone men named Chad or Kyle in Patagonia vests, to name a few. Sounds… less than exciting, right? Binance wants to change that. Collaborating with football legend Christiano Ronaldo, they found a way to make NFTs not only relevant but interesting through influencer marketing.

The campaign opens with the words, “We all have a great story to tell,” setting the tone for something inspiring. The image of a luxurious museum crafted from polished marble welcomes Ronaldo into a room of fantastic, awe-inspiring sculptures, where, with a single kick, he transforms the space into a cyber wonderland. By utilizing a well-known symbol of power (Ronaldo himself), Binance was able to sway public opinion on NFTs in a 60-second ad spot. 

2. Wealthsimple/Medusa

It doesn’t matter how old we get; we’ll be the first to admit it: filing your taxes can be nothing short of agony. Finding the pain point that customers faced, Wealthsimple created a genius campaign by marketing the unknown with the familiar – and a sprinkle of comedy. Everyone knows the story of Medusa, and her famous reptilian locks are easily recognizable.

By introducing Medusa as the main character casually listing her dependents, Wealthsimple shows its audience how painless tax season can be. If a mythological character can do it, it shouldn’t be all Greek to you! 

3. Cash App/Kendrick Lamar and Ray Dalio

Investing can be ridiculously difficult, but Kendrick Lamar wants to help you understand. The plain message behind this fantastic ad is that investing isn’t rocket science and that Cash App makes it easy for anyone to invest – regardless of whether you’re opening a local barbershop or if you’re a Wall Street mogul.

The simplicity of this campaign really sells us on the idea as well; a bare white balcony setup with a simple zoom-out sets up the vision well, and the lack of music allows viewers to really focus on what’s being said. Minimalism tells us all we need to know, and whether or not we have Ray Dalio’s experience in investing, we’ll get the gist with Cash App’s fintech app services. 

4. Acorns/Invest Like A Squirrel

Woodland puppets in suits? Something tells us Wes Anderson would love this Acorns campaign. In a buried headquarters for investing, Acorns puts the spotlight on a squirrel that breaks down how investing is a lot like… well, acorns.

If you’re patient enough to put it away for a while, you’ll find a tree grown in its place. Same with investing – and a great way to simplify a somewhat complicated topic for those interested in investing but unsure where to start. The Fantastic Mr. Fox aesthetic of this ad is not only incredibly unique and engaging but also very in tune with the brand name and voice, giving viewers something memorable to hold onto. 

5. Klarna/4 Tiny Cowboys

KLARNA FOUR QUARTER SIZED COWBOYS from Andreas Nilsson on Vimeo.

There’s so much to love about this Klarna campaign. The western theme, the comedy, and most importantly, lots of Maya Rudolph – no really, lots. There’s 4 of her, and that’s just the right amount to showcase exactly what Klarna offers. When faced with an online purchase, each tiny cowboy Maya puts in a payment to complete the whole purchase in installments over time, driving home Klarna’s “buy now, pay later” service.

We’re obsessed with the actual format of the campaign, though – there are plenty of payment installation services available, but this campaign (among others produced by Klarna) stands out, because Klarna is known for their whimsical, eccentric advertising.

This short film-esque campaign is extremely on-brand for them because aside from helping customers buy what they like without paying in full at once, Klarna can also be relied upon to entertain. 

Bringing the Customer to You

Now it’s your turn to attract potential clients to your fintech service. Don’t panic; it’s a lot easier than you might think! Here are a couple of core elements of success to keep in mind when brainstorming digital marketing strategies for your financial solutions.

Entertainment Value

In a world overly saturated with content everywhere – video, static, or otherwise – it’s difficult to show up on people’s screens and more difficult to stay without getting scrolled past. With social media marketing, your brand must pique consumer interest with its ad campaigns to avoid being pushed aside.

The previous examples showcased entertainment value in the forms of puppetry, celebrity appearances, humor, and cinematography, which are all great hooks to draw in attention. When in doubt, think storytelling first, selling second. The educational content (spearheaded by your expert insight within the industry) will fall into place once you establish that! 

Clear Product/Service Offering

Fintech marketing strategies can be tricky to craft because when you whip out terms like “financial technologies,” “financial institution,” or anything in relation to the fintech sector, it can be pretty anxiety-inducing for a person looking to get started on tackling their financial situation when they can’t speak your language.

The examples we shared really excelled in providing clarity around each brand’s services and serve as a reminder to those looking to start their own digital marketing campaigns. Make it crystal clear as to what you offer people (or just hire Kendrick Lamar to do it for you). 

Emotional Connection

A crucial approach to marketing efforts is connecting with your customers. Emotional connection removes the barrier between brand and client and creates the highly sought-after effect of community. When audiences become part of a brand community, that brand benefits enormously from their investment (no pun intended).

Companies can expect to see greater customer loyalty and engagement as their products and/or services become intertwined with their community members’ lives, driving business growth through user-generated content and word of mouth on the customers’ end. The most valuable content resonates deeply with your audience and keeps them close to you. 

Recognizability

Marketing messages mean very little if there’s room to doubt who they’re from. Social platforms are buzzing with fintech businesses fighting to boost their online presence, but a smart marketing team knows the best campaigns are the ones internet users can point out by brand name without the ad having to say it.

When building your marketing plan, it’s important to factor in things like brand mascots and/or characters, colors, and (most importantly) voice. Once these elements are established, your audience will know what to expect from you, making your brand instantly recognizable (like Klarna’s stylistic short films or Acorns’ anthropomorphic squirrel puppets). 

Getting Started 

With a plethora of inspiration for fintech marketing tactics, you’re well equipped to be on your way towards sharing your fintech app, cutting-edge technologies, or other such innovative solutions to people’s day-to-day financial needs. Need a little extra help? Whatever your fintech product is, we’ve got you covered!

Get in touch and start your financial digital marketing journey with our expert team.

The post Top 5 Best Fintech Marketing Campaigns appeared first on NoGood™: Growth Marketing Agency.

In this article, we take a look at 5 of the most successful marketing tactics and strategies deployed in the Fintech space:

1) Leveraging Word-of-Mouth Referrals

Strategy: Compound community growth by engaging existing communities to encourage advocacy + adoption.

One of the most important parts of community-led growth is leveraging word-of-mouth referrals from existing users who enjoy using the product enough that they want others to try it out too. To make this happen more easily, companies typically offer incentives like referral discounts or rewards programs which encourage people to share about their positive experiences with their social circles of friends, family and colleagues. While it’s been popular in the investments and credit cards space to offer referral bonuses of up to $900, one of my favorite examples of a great referral marketing campaign was done with a promise of just up to $88.88. While not a start-up, this example comes from the launch of Google Pay in Southeast Asia in 2020.

Google introduced ‘Huat Pals’ – a social game built into Google Pay launched during Lunar New Year in Singapore where you can win virtual red packets (angpows) ranging from S$8.88 to S$88.88. By launching their gamified payment campaign during Lunar New Year which is centered around social visiting, Google amped up the focus on the social aspect of the game, creating opportunities for users to reach out to their friends and family by allocating rewards based on the number of times a friend is referred or a transaction happens to/from friends. On top of that, Google not only incentivized working together with your social network as a collective towards the ultimate goal of the red packet prize but also created short-term rewards focused on sharing and multiplying rewards as a collective.

In its simplest form, word of mouth is probably the most simple acquisition loop. You create an amazing product, introduce it to your audience, they love it, and tell their friends about it. What Google did differently from the many other referral campaigns was two things:

1. Timing matters – Google hyper-localized their launch campaigns to the local markets by ensuring that the holiday campaign aligned with one of the biggest local holidays in Southeast Asia, where majority of users are typically house hopping, visiting friends and family and gathering over a meal. This supercharged the social aspect of the campaign and gave it the increased potential of going viral as there was an increased frequency and probability of people sharing about the campaign during the holiday period.

2. Gamification of referrals – As Google Pay gained increased market traction in the Southeast Asian markets they were entering, the difficulty of hitting these actions increased with the added requirement of transferring to “unique” friends. This forced users to push beyond the daily comfort of exchanging Huat Pals with their immediate network, only acknowledging transfers to unique friends as eligible to earn one Huat Pal. By taking things a step further and baking advocacy into this process, Google Pay allowed users to encourage other users to sign-up and rewarded them for doing so. Huat Pals became such a huge trend that communities started Reddit threads, scrolled through their list of contacts and even created telegram groups just to reach out to more people in their extended network to onboard them onto the platform.

At its core, Google understood that they would be able to provide positive experiences to a new audience and create advocates to help generate a growth loop of new users for relatively little cost, thus turning current customers into brand advocates. It compounded community growth by launching the campaign at an opportune timing and amassed widespread engagement by giving their users something valuable enough to share. From a growth perspective, this is an incredibly powerful strategy to establish trust with your audience base which in turn builds the habit of use and retention of the app.

2) Influencer Marketing

Strategy: Extend your reach and relevance within your target audience personas by leading with authenticity when choosing the right influencers to partner with.

Influencers have evolved from a good-to-have, experimental part of brand marketing to a ubiquitous force dominating social media marketing with a dedicated budget in most companies’ marketing strategies. The influencer marketing industry grew from $1.7 billion in 2016 to a whopping $16.4B in 2022, with 68% of brands expected to increase their influencer marketing budgets in the next year. This comes with no surprise as financial service providers are switching from a product-centric focus to a more human-centric perspective that offers personalized solutions to a widespread base of consumers. Influencers bring authenticity and trustworthiness to the table which is crucial when it comes to key financial products that users are willing to adopt in their lives.

A prominent trend with influencer marketing is the growing popularity of micro and nano influencers, who have significantly fewer followers than mega or celebrity influencers but have higher engagement rates — meaning a stronger connection and engagement with followers to benefit a brand. In particular, Instagram and TikTok have respectively given rise to an economy of finance micro and nano influencers, often called “finfluencers”, who are key sources for financial education that provide advice and tips on financial literacy or break down significant economic trends. Finance TikTok, also called #Fintok are videos on how to manage money, save, buy crypto and even invest in the latest stocks.

According to a PwC 2019 study, “most consumers place the strength of brand and reputation high on the list of criteria they use to select a business that will support and protect their financial well-being,” indicating that Fintech startups need to focus on building trust and transparency with their global consumers in order to growth their market share. By partnering with the right finfluencers who provide content that is in line with their brand, Fintech startups are able to stretch and effectively leverage their influencer marketing budgets while still working with influencers that are deeply connected to their audiences. A good example is Revolut, a UK-based fintech company that acts as a digital alternative to traditional banking offering a range of digital banking services including worldwide spend and transfer capabilities in real time. Influencers and collaborations are one of the driving elements behind the company’s marketing tactics to add a touch of humanity to their service in order to win the trust of users.

Creative: add phone border

Partnering with micro and nano finfluencers like @jdsharkey and @monito_com helped Revolut access an audience that was already invested in financial topics and naturally thought about saving more money. The format of #Fintok also perfectly fits Revolut’s target audience on TikTok, with a Gen Z-loving participation-based marketing. Considering the alignment in brand, message and by targeting the right audience on the right platform, Revolut’s authentic influencer marketing saw a surge in growth in the 25-34 age demographic and an increased sense of interest and engagement among fans of these influencers.

3) Building Strategic Partnerships

Strategy: Supercharge entry into low-hanging prospective audiences by partnering with the right brands to champion your product.

Collaborating with other businesses or brands related to your niche is another excellent way of getting your message across without having too many overhead costs associated with traditional advertising methods such as TV commercials or print ads. By forming strategic partnerships, Fintech brands benefit from increased credibility amongst potential customers who have a trusted relationship with these partner brands.

In the example of Klarna, a Swedish fintech company that allows customers to pay for many goods in four interest-free installments, building strategic partnerships is one of the driving elements behind the company’s marketing tactics.

Klarna’s list of partners has grown exponentially and already involves over 250,000 merchants worldwide including H&M, IKEA, Samsung, ASOS, Peloton, Nike and AliExpress.The key to Klarna’s success lies in its ability to select strategic partnerships that share similar ideologies as the company when it comes to inspiring customers, prioritizing their needs, and having a loyal following and a wide reach.

In 2021, Klarna struck a partnership with Stripe to fuel growth for retailers worldwide. The partnership redefined the e-commerce experience for Stripe’s global retailers, enabling their online businesses to attract more customers and increase their basket sizes with a seamless shopping experience, while Klarna gained access to Stripe’s extensive global merchant and loyal customer base. “Over the past years, Klarna and Stripe redefined the e-commerce experience for millions of consumers and global retailers,” said Koen Köppen, Chief Technology Officer at Klarna. “Together with Stripe, we will be a true growth partner for our retailers of all sizes, allowing them to maximize their entrepreneurial success through our joint services. By offering convenience, flexibility, and control to even more shoppers, we create a win-win situation for both retailers and consumers alike.” Klarna’s partnership with Stripe as a prominent payments platform was a natural fit for their expansion strategy, allowing them to profit by collaborating with partners who provide access to leading brands and consumers across the globe.

The key takeaway is that with strategic partnerships, there is a huge opportunity for Fintech brands to supercharge growth and reach a new audience by understanding where their target communities interact and engage.

4) Content is King

This is especially true with Fintech since product education is needed to turn a complex and dull concept into something relatable and easily digestible.

Strategy: Generate advocates and drive engagement with content through education.

Content is increasingly having its value recognized – leveraging it at every stage of the marketing lifecycle helps brands create and optimize value-driven, audience-relevant content to attract, retain, and convert target customers for each stage of the growth loop.

Take Robinhood for example. Robinhood is a popular investment platform that allows users to trade stocks, ETFs, and crypto. The aim of Robinhood as a company is to lower the barrier of entry, democratize information and achieve financial empowerment. In line with that, Robinhood launched Robinhood Snacks – a 3-minute digestible newsletter that gives their subscribers a daily dose of Financial news. In this instance, the goal of Robinhood Snacks’ content marketing is to foster loyalty and retention. The bite-sized content format of Snacks that is sent straight to a user’s inbox empowers them to keep up to date on the latest business easily, enabling them to make financial decisions all within one app.

But valuable content is more than just education. It’s also for building trust and driving retention, before users even open your app. Not only does this continued engagement create a long-term relationship between Robinhood and their users, it also helps to position their brand as a knowledgeable industry expert. In 2021, Robinhood even entered into a content partnership with Snap Inc. to bring its Robinhood Snacks to Snapchatters. Episodes averaging three minutes in length and featuring the top financial news stories were made available via Snapchat’s Discover platform, effectively turning their content into an awareness driver as well.

Content marketing is an effective strategy but it is a marathon, not a sprint. It is important to understand the specific goals of your content marketing funnel as well as what formats and channels make the most sense when achieving your goals. Coupled with content strategy and analytics, content marketing enables Fintech brands to meet consumers exactly where they are in their consumer journey, by providing value to address the exact pain points that they may have. If done correctly, brands can even harness education through content marketing, to create informed consumers who then became advocates for the brand

5) Cost-Effective Performance Marketing Tactics in Times of An Economic Downturn

Considering the competitive Fintech landscape and in the wake of emerging new Fintechs, overhead costs from marketing are bound to increase, forcing Fintech brands to look towards cost-effective performance marketing tactics in order to stand out from their competitors.

Strategy: Performance marketing helps increase reach, engagement and conversion of new customers in new markets at a lower cost, lower risk and much higher ROI than any other marketing technique.

Performance marketing is the intersection of paid advertising and brand marketing, wherein advertisers only pay when a specific action is completed, such as a completed lead, sale, booking or download. Performance marketing campaigns are goal-centric and high-velocity experimentation is needed to ensure data-driven decisions are being made to improve marketing performance.

Performance marketing comprises multiple channels, and all of them should be leveraged. When choosing what channels to use to promote your services, you must always have your target audience in mind to see where they are and how they can be reached. Take for example TikTok; on this platform, you’ll probably want to direct your messages to Gen Z and young Millennials given they have the biggest presence. Every channel will have a different expectation, a different audience to be met, so focus on taking advantage of each of the platforms you deem to be the most effective and make sure you’re leveraging them to reach the specific audience you want to target.

A fintech brand that is doing it right is Moomoo. Moomoo is an online stock broker that has a robust mobile and desktop trading platform offering zero-commission trading for stocks, ETFs, and options.

They’ve invested heavily in search performance ads which appear on the search engine results pages, just above the organic results. Search ads are tailored to the keywords used by searchers, but apart from being labeled as ads, they look very similar to organic search results. Moomoo made sure to utilize search ad extensions with specific eye-catching call-to-actions to not only increase their CTR but also to increase their real estate on the top-fold of the search engine results page.

As we enter 2023, Fintech startup marketing leaders need to be at the forefront of growth marketing as they overcome challenges around branding, trust and education that simply don’t affect marketing leaders in other industries the same way. While these tactics will provide a good foundation to your growth, the other main component is a growth partner that can help scale your Fintech marketing strategies as your company evolves. A growth-focused Fintech start-up should constantly look for new ways to reach their target market as there are an unlimited number of opportunities to increase customer acquisition pace, and validate product and value propositions. These tactics are sure to get you far, though if you ever find you need some help, you know where to find us!

The post 5 Fintech Startup Marketing Strategies We Can Learn From appeared first on NoGood™: Growth Marketing Agency.

However, with general sentiments leaning towards if not completely stepping over the line into distrust towards the financial sector, brands entering the space, and legacy brands looking to modernize require growth strategies that not only convert audiences into users but build trust and turn active users into advocates to keep the sign-ups coming. 

It’s no wonder then that we see brands focused on managing crypto portfolios focusing on education rather than features, and investment platforms handing out free stocks rather than investment advice.

With the current focus on building community in all industries, it’s important that fintech companies align their goals with strategies that nurture not just conversions, but community. So while campaign goals of the past may have set KPIs built around lowering CAC or increasing CTRs, the most effective campaign goals of today are:

• Education
• Trust
• Loyalty
• Advocacy

While these may not seem like goals that can drive revenue and conversions, the companies that are changing the way we look at fintech are telling a different story and implementing different tactics than the centuries-old multinational investment firms with names comprised of the initials of the various phantoms of Wall Street.

The modern fintech company is helpful, approachable, and dare we even say…friendly? And thus so are the new fintech tactics for growth implementing such wild things as:

• Freemiums
• Feedback Loops
• Experiences
• Gamification

So if you’re in the business of building a fintech, welcome to the club — we’re here to help and so should you be too!

Tactic 01 – Freemiums – Robinhood

The tactic of giving away products for free to entice people to try them is nothing new from the perspective of marketing. Free sample kiosks have been ubiquitous to the shopping experience since the dawn of time — though less so since COVID in most grocery store food aisles. 

For digital brands, particularly in the SAAS space, the freemium has taken on a bit of a different flavor. With the new model, brands will target users with an offer of a free month of their subscription; with a slight caveat. The caveat is, in this instance, that the user creates an account and provides payment information for when the service auto-renews at the end of the free period.

Ultimately, the goal is that the user tries the service, the trial period expires, and the user continues to subscribe. This is great because any subscription that goes beyond a single month is profitable, with even those that only extend a month past the trial period breaking even and at least capturing information that can be used for win-back campaigns.

But Robinhood isn’t a subscription service, they’re a stock trading platform. They couldn’t possibly give away stock, right? Wrong. It may seem like a crazy idea, but Robinhood implemented the same tactic for growth as they saw being used in SAAS companies and with similar motivations in mind.

Robinhood had two simple approaches:

1. You sign up
2. You get a stock

And

1. You refer a friend
2. You both get a stock

While this may seem like a crazy thing to do, just giving away stocks to anyone who signs up for your service, it does accomplish two of the main goals that modern fintech aims to accomplish — advocacy and trust. 

As Robinhood set out to overcome the skepticism that many face with the stock market, with the average consumer being hesitant to contribute their money to a system that they don’t understand or believe in, they provided a solution by allowing users a pathway to try it without risk. This, of course, was done with the hopes and intentions that they find some success or alleviation of their skepticism as they monitor their newly acquired stock and see, firsthand, that it’s not so scary.

Taking things a step forward and baking advocacy into this process, Robinhood also allowed users to encourage other users to sign-up and reward them for doing so. And while there was a slight risk that users received a stock, it immediately tanked, and they were forever scarred by the experience and never bought stock of their own or referred a friend — there was also a pretty decent chance that this would never be the case. 

For one, the stock market does fluctuate from minute to minute and day to day as prices go up, then down, then up, then down, then back up again. But looking at the trend of the stock market as a whole, the overall trend has historically only been up — with a few brief but catastrophic downs.

Robinhood knew that, while not a sure thing, their product was something that users would enjoy and have faith in and trust once they finally tried it.

By providing access to a new financial mechanism without risk, Robinhood understood that they would be able to provide positive experiences to a new audience and create advocates to help churn new users and generate a growth loop of new users for relatively little cost — outside of the occasional golden Apple stock that got given away (which we might mention later *foreshadowing*). 

Tactic 02 – Coinbase – Positive Feedback Loops

In the same way that crypto is looking to fiat currency systems to build better financial systems for the future, Coinbase likely saw the growth model Robinhood was implementing and immediately thought to themselves, “Hold my bitcoin.”

While it may not seem like it today, there was a time when cryptocurrency wasn’t a household name, and it was possible to make it through a meal without someone trying to give you advice on what to invest in — if you’re getting stock flashbacks, that’s not a coincidence.

And while there’s still a decent portion of the population who is still crypto-illiterate, the massive jump in knowledge within the space is largely due in part to Coinbase. In the same way that Robinhood users had a fear of the unknown often preventing them from investing, Coinbase understood that the skepticism, lack of truck, and general lack of understanding of the crypto-market was their most formidable obstacle to achieving success.

Coinbase took a page from Warren Buffet, who famously said, “The more you learn, the more you’ll earn.” playbook in their approach to building their platform by rewarding users with crypto for learning how it worked.

Their system was simple and created a positive feedback loop to empower users while rewarding them for learning.

The Coinbase model may be complex and requires an (arguably) substantial upfront investment in crypto to give away resources for building the tutorials, however, sustainable ltv is not built overnight and, as we’ve mentioned, trust is paramount. 

At its most basic, Coinbase conditioned their users with a Pavlovian Response by creating positive feedback loops with their brand experience. 

The two key components to Coinbase’s success and its ability to build trust with users were trust and positive reinforcement. While not necessarily a tactic that is universally translatable to all fintech companies, the reality stands that many financial mechanisms and services aim to provide access to complex services to the masses, and education and positivity is the path of least resistance to accomplishing just that.

Tactic 03 – Klarna – IRL Experiences

Once again the newcomer to a legacy space, Klarna used real-life experiences to add a touch of humanity to their service in order to win the trust of users who were otherwise skeptical of the concept of “buy now, pay later”.

You may be asking yourself, “Isn’t that essentially just credit?” And the answer is, yes, it is. But Klarna is credit with a twist, offering users the opportunity to essentially take out micro-loans to pay for single items in installments. Don’t have $100 for a new set of bike tires? No big deal, just pay $20 for the next 5 months and all will be well in the world. 

The obstacle Klarna was facing, and their largest barrier to growth, was that people are, as they should be, skeptical of pretty much everything on the internet. Users are buying things on their favorite ecomm sites for years and then suddenly, one day, without warning there’s a new name next to your payment options saying you can buy in installments — sus.

Their solution? Take a step back.

While their intention was to build a digital brand (hello, Fintech) allowing users to experience the brand with real-life shopping experiences and broadcasting these experiences through content creators and their own social channels. And while, yes, there was a certain level of gimmick in creating an instagrammable moment through their “pup-up”, a pop-up dog-driven shoppable experience complete with dog grooming services and pup-friendly products, the true accomplishment of these experiences was the trust being built by pulling back the curtain and adding faces and places to a brand that seemingly appeared overnight in a space riddled with distrust.

Tactic 04 – Mint – Gamification

Remember those positive feedback loops from earlier? What would you say if I told you you could accomplish the same outcomes without giving away stock and crypto? Introducing, gamification.

Is it a coincidence that a generation that grew up alongside video games is easily motivated by achievements and filling status bars? Maybe. Does that change the fact that it’s an incredibly effective way to grow a service? Absolutely not — and Mint knows this.

The intuit backed company is reapproaching financial goals by empowering users to be able to easily set goals and effectively track their spending to achieve those goals — it’s that simple.

While legacy financial systems tend to provide limited reporting and tracking metrics for their users that will show, at best, average spending from month to month with few meaningful insights beyond that, Mint gives users all of the tools they need to take control of their finances.

By making finances a game, with clear goals that can be visualized, users were not only motivated to achieve their financial goals, but also to be able to have a clear vantage point of their finances and were quickly moved to advocacy by way of their financial achievements. 

Ultimately, the mechanism at play here is the visualization of progress and the use of tracking to encourage delayed gratification by giving a clear indication of when a reward will be received.

Those of us who live in metropolitan areas that have subway or public transportation systems are likely familiar with the displays that inform users of the next arrival time for the particular mode of transportation that they are waiting for. This was a change that was implemented by way of a consultancy that was tasked to optimize the train system to decrease wait times for users. And while the solution they provided had no impact on the actual efficiency of the rail system that they were meant to improve, the addition of the arrival timer increased customer satisfaction multiple times over.

Why is this relevant to Mint? Because it’s the same psychological mechanism in play to gamify the financial planning process and train users to delay gratification by creating clear pathways.

If we were to observe two users trying to save for a car downpayment with a goal of saving $5k, one with Mint and one without. What might those pathways look like?

User 1 is able to see where their weekly expenses go, make adjustments to their spending habits, create budgets for their different expenses, and visually track their progress towards their goal. 

User 2 has a general idea of where their money goes, but doesn’t really see any meaningful progress towards their goals and is easy to be swayed towards impulse purchases because there’s no clear impact on goal despite there being a cumulative impact against them getting that new car they so desperately want. 

So while it may just be a bar on a screen, the implementation of gamification is incredibly powerful in not only gaining the trust of users but encouraging them to advocate through their successes.

Fin…Tech

Trust in fintech is one of the most significant obstacles that brands in the space need to overcome. Thankfully there are some tried and tested strategies that some of the biggest names in fintech have proven for those to come after them.

While these tactics are a single component of growth, the other main component is a fantastic growth partner. These tactics are sure to get you far, though if you ever find you need some help, you know where to find us.

The post Fintech Growth: Strategies, Tactics, and Examples appeared first on NoGood™: Growth Marketing Agency.

Over the past few years, there’s been major growth for fintech companies and brands with many startups and businesses running without official bank licenses. Business Insider mentions that as consumers have increasingly begun to shift to alternative finance management methods, the global fintech market is expected to grow at an annual rate of 20% over the next four years, reaching approximately $305 billion in market value by 2025.

Posing a threat to traditional banking entities and their respective services, tech-savvy fintech startups are gaining momentum in this new digital age. They are blurring the lines between the current traditional and digital financial services, causing disruptions in the financial world and giving the long-established solutions a new and innovative digital facelift.

As the fintech market continues to grow incessantly, more competition for fintech brands has risen along the way, forcing brands to push their marketing and branding efforts to new levels. In 2022, it will be even harder to do so, and as a startup, brands will enter the picture as a complete unknown. For this reason, you must stay up-to-date with the current fintech marketing trends to successfully market your brand in this ever-growing industry.

If you’re a start-up looking to enter the fintech scene, you’ll need to ask yourself the following question: how can I differentiate myself among today’s fintech brands and how will I acquire new customers through my marketing efforts?

With this in mind, let us walk you through the trends you should watch out for in the fintech industry, including marketing trends that are expected to continue revolutionizing fintech this year and beyond.

Fintech Industry Trends:

The rise of embedded finance

The rise of the embedded finance sector has begun to emerge ever since a growing number of banks started to offer embedded solutions through their services. Many deem embedded finance is the future of fintech, one that promises a new wave of innovation and revolutionizes the way that consumers spend, save, and lend.

The term embedded finance refers to the seamless integration of financial services into non-financial entities, mobile apps, and business processes. In other words, it allows non-financial companies to provide their customers the opportunity to engage in financial services through their respective platforms, no matter the context they are in.

As embedded financial services continue to grow over the years, they are posing a threat to the roles of traditional banking processes. Non-finance companies are now able to offer financial solutions of the likes of loans and payments to their customers. All of this is made possible through the use of APIs, or application programming interfaces, that blend fintech and banking into the same mix.

Using the Banking as a Service model, commonly referred to as BaaS, through which banks can provide non-financial entities with embedded financial services for their platforms, any company in any industry can incorporate banking products and services without having to comply with traditional banking regulations.

Retailers, for example, can now offer buy now, pay later services into their platforms without having to adhere to the aforementioned regulations. They can simply integrate these embedded financial services into their platforms and offer their customers a completely innovative experience while shopping, changing perceptions about fintech and the future of the financial world.

A jump into the cryptocurrencies and NFTs bandwagon

With the rise of cryptos and NFTs, fintech companies are now getting a glimpse at how blockchain technology can easily disrupt the traditional banking services. Many banks have already begun using this new technology, and it is all because of the wide range of advantages it brings compared to traditional banking tech.

Companies like BNP Paribas and Banco Santander are paving the way for this new trend in the fintech industry. BNP Paribas has said it will begin experimenting with blockchain technology on their currency funds and order processing. On the other hand, the Spain-based bank is internally working on the development of blockchain-based solutions to reduce time and costs across the capital markets.

Fintech companies and other non-financial organizations are understanding how blockchain technology can optimize their services rapidly. Not only does this new tech provide incredible security for both participants of a transaction, but it can accelerate a company’s processes including but not limited to transfers, payments, and investments, without any delays or extra costs.

Companies should take advantage of this new technology as it is a trend that fintech companies cannot ignore if they desire to enhance their services while staying up to date with the latest technology in the market.

Open Banking

Based on the use of APIs and the API economy to create products and services that use data from other suppliers, the global trend of open banking is one to watch out for as a fintech company owner yourself. Due to the shift from traditional banking services to a reliance on digital transactions and self-service banking as a result of the pandemic, banks must serve the needs of their customers through digital services and must be tailored specifically to their needs.

Open banking, defined as a tech-driven, API-enabled method used to provide seamless financial services using customer data, allows customers to authorize the sharing of their financial data so companies can create optimized, personalized services for their customers. Not only will it benefit fintech companies in understanding their customers better to provide specific solutions for them, but it will also give customers greater control over their personal data.

Through the analysis of Big Data, fintechs can develop products, services, and marketing strategies tailored specifically to their customers. This type of data has helped create a variety of financial tools that can predict financial behavior and aid customers in managing their money along the way.

Having this in mind, fintech companies can harness the power of their customer data to provide more personalized and innovative financial solutions to their audience. This trend will allow fintechs to embrace big data to stay in the competition, changing the fintech industry for the better in terms of more transparency for customers and a new focus on customized services for companies.

The emergence of super-apps

Super-apps will be the next big thing in the fintech industry. These apps, as their name suggests, provide a large range of services and products through a single platform, including options for banking and other purchases.

As super-apps such as Alipay have gained momentum over the years in the Asian market, the West has yet to keep up with them. However, with the rise of fintechs starting to develop apps that offer a vast suite of services and products, this might be sooner than expected.

In the US, companies like Paypal and Block are striving to maintain their power as the leading super-apps in the market. Back in 2021, Paypal wanted to develop an app that, according to their CEO, Dan Schulman, would offer “a connected ecosystem where you can streamline and control data and information between those apps, between the act of shopping, the act of paying for that.” And they did just that; they launched a super-app that allows consumers to manage their financial needs including retail and investing.

Block, on the other hand, Block is already boasting an armament of services through their super-app. Having bought two giants in the financial services game, Afterpay and Cash App (which quickly became popular in the US), the company built an ecosystem of fintech services that ease and optimize the finances of their users.

Fintech companies can take advantage of and leverage the example of companies that offer super-apps to their customers with the goal of retaining consumers by focusing on offering a wide range of services through a single platform. This will help consumers find everything they need under a single service and will potentially build community among the fintech that provides such services.

Fintech Marketing Trends:

Hire the perfect marketing agency for your fintech brand.

Even if you have a great internal marketing team, outsourcing your marketing efforts to a partner agency is a significant trend to watch out for.

It can allow you to hand off the strategy piece to experts in the field as you focus on other important factors related to your fintech startup that require more of your attention.

When it comes to hiring the right marketing agency, remember that cost-effectiveness, experience, adaptability, and value are the key components to your ideal agency, so you must hire an agency that produces quality work, holds itself to the highest quality standards, one that has had good experiences with past clients, and is capable of innovating and adapting to new trends and technology in the ever-growing fintech industry.

If you need a guide to making the right choice, take a look at our article on hiring the right marketing agency for you and your business’ needs.

Tap into community-led growth.

Do you recall the feeling you get when meeting someone who also loves your all-time favorite movie? Or when someone can relate your weird fascination with the DC Comics universe versus Marvel?

This is community – the connection that arises from sharing similar beliefs with other people and taking advantage of this association to improve, promote, and sell your services can be defined as community-led growth.

By establishing a happy and enthusiastic customer base integrated into a single community, your fintech brand is off to an amazing journey. Community is everything, and although building it might take time, it is an effective way to market your services to your target audiences.

With community-led marketing, your customers will always be there for you. They will provide endless feedback on your brand and will allow you to create even better and more personalized experiences for them through your platform.

HubSpot has been killing it in this game. Creating a badge of honor program, the developer of marketing software products is encouraging their customers with incentives to have this badge displayed on their profiles. With this, HubSpot entices their customers into wanting to become certified and creates a community of badge-holders while subtly promoting their brand.

Engaging in community-led marketing is a must; it is the most effective forerunner to word-of-mouth and organic marketing. Having this in mind, you’ll be able to not only maintain current users but retain potential customers in the long run.

Build a fintech brand that is community-focused and you’ll see your platform grow in no time.

Put your brand out there using social media.

As a new fintech startup, you must embrace social media to tell your story. Through this approach, you’ll engage with consumers and take advantage of how easy it is to connect with them online. Social media is where your audience is, whether you like it or not, and you must produce attention-grabbing content to promote your fintech brand as best as you can.

In the age of mobile platforms, fintech brands could leverage their social media influence and partner with experts and celebrities to attract new consumers. Through activities such as influencer marketing, you can grow your business by promoting your products and services through them. It might not be the most affordable thing to do, but it will bring mass awareness to your target audiences and could potentially lead new consumers to join the community you want to establish.

This can be in the form of both organic or paid social. Organic social refers to the content produced by the brand that establishes their personality and voice and builds relationships through the sharing of informative content. On the other hand, paid social is basically advertising done through social media; it is any content produced being paid to be promoted.

Through paid social, across different platforms such as LinkedIn, TikTok, Instagram, Reddit, or Twitter, you can reach key decision makers including influencers, business owners, demographics from millennials to Gen Z, and more by creating content that is specifically targeted at and appeals to them in ways that clearly provide a solution to a problem the audiences might have.

When it comes to ad creative, it’s important to keep in mind that in an industry where trust is of the utmost importance, the ads need to inspire that trust across all funnel levels. To this end, focusing the ads on leveraging user-generated content from real users or creators, showcasing customer reviews and testimonials, and featuring data and statistics underscoring the reliability, security, and benefits of the product/service. With these ad formats, you’ll be able to humanize your brand in the eyes of your audience and provide as much social proof as possible to create a community among your users.

By building trust through transparency and humanizing your brand through your socials, your fintech brand will gain prominence in the lives of your customer base.

Take the example of Monzo by publicly owning to their mistakes, sharing internal communications, and sending users their earning reports. Public.com is leveraging TikTok creators who provide the vocal support and endorsement to the brand, creating the necessary social proof for younger generations to trust and use the app. Or even that of Plaid, which highlights different employees through Instagram and blog posts, showing the real faces behind the brand and humanizing their company in the process.

Using platforms like TikTok, Instagram, and Twitter in creative ways will allow you to scale your fintech brand in a way that feels seamless to your audience, and will help you engage with your already-established and potential community in a direct manner.

Create relatable content through content marketing.

Content creators are controlling the media right now. Their content is as powerful as any billboard on the highway or any commercial broadcasted on TV. In social media, content creators are promoting brands like never before, subtly or directly advertising any product or service through Instagram posts, a tweet, or even a TikTok video.

However, people don’t just want informational, repetitive content; they want content that they can relate to from brands that matter to them and from people they follow.

As a fintech startup, producing personal content is your go-to move. It will help you stand out from your competitors in ways that your audience will enjoy and will bring value to them. Not only does content have to be created through social media such as by user-generated content or sponsored ads, but it can come in the form of blogs or individual contributor posts through which a personal form of writing is conveyed.

SoFi is an amazing example of great content marketing. Offering a thorough resource center with how-to guides, including those of home buying and student loans, the fintech startup helps their customers make the best financial decisions, further driving engagement and providing customers with even better financial solutions.

Companies that exceed their customers’ expectations by creating unique content in ways the latter would never expect will rise above their competitors ー simultaneously building trust and credibility among them ー and will leave no crumbs when it comes to promoting their services creatively.

Prioritize the user experience at all costs.

If you’re reading this right now, I am 100% sure you don’t have the patience for bad UX. As we spend the majority of our days staring at our screens, the digital experience we expect has to be way above the standard; it must be simple and easy to use, or else we’re closing the page, aren’t we?

Thought so.

Working in fintech means you’ve heard about the term customer centricity; in the world of financial services, it refers to making your customers’ experience with their money easier and less of a burden. With this said, fintech startups must have a UX design that is intuitive and user friendly for their customers, focusing on customer-centricity while helping the latter find the best solutions to their financial problems.

Klarna has perfected this. Designing their experience for ease of use in a very aesthetic way, the digital payment tool, according to UX Planet, has found “a sensual feeling that humans are coded to like,” all through a user-centric experience that focuses on not only its visual image but its function. What Klarna has mastered is in fact its promise of a “smooth” experience for their consumers that goes beyond the payment process, one that is exuded through constant in-app experiences from pop-ups to even marketing campaigns. Leveraging a seamless experience through a powerful brand has activated Klarna’s growth loop that consequently attracts new customers along the way.

With smartphones and app usage increasing exponentially every year, having an unmatched user experience is a trend that you should watch out for in 2022 but in the years to come.

For this reason, think of your user experience as a key ingredient to your fintech’s success.

Understand and apply data analytics.

Big data helps emerging fintechs gain even more competitive advantage when used to predict consumer behavior to enhance customer experiences; it really is BIG data. With information gained from data analytics, fintech startups are presented with consumer insights that allow them to create platforms and experiences tailored to their specific target audiences.

How quickly real-time data emerges allows fintechs to adapt to ever-changing marketplaces, allowing them to implement strategies quickly in a strategic manner with the insights from consumers in mind. This will not only leave the traditional banking institutions struggling to keep up, but it will leave other fintech competitors behind the race.

Understanding and taking advantage of data analytics obtained is key to the success of your startup and the services you intend to provide. Remember customer-centricity is your anchor, so focusing on a customized experience for your users is one, if not the most, important factor to consider.

Data analytics will give you an insight into the minds and behaviors of your customers, so implement strategies that are specifically geared towards them through their acknowledgment and application.

Build mobile-first experiences for your customers.

Mobile-first, mobile second, and mobile third.

In today’s digital world, we do everything on our phones and expect to be able to do anything a computer can do with them. With this in mind, if you’re not basing your efforts on the mobile experience, your fintech marketing strategy will be a few screws loose.

As we spend countless hours on our devices, a potential customer’s first move will most likely be googling your app or website on their phone. They’re too busy to go and look for their laptops, and with everything being done through mobile, you cannot provide a substandard digital experience.

Having this trend in mind, you’ll provide your customers with the ability to manage their finances from anywhere whenever they want. With added security measures as well, a mobile-first vision will empower users to achieve financial stability with easier access and control to their money, all through an automated experience they can have right on the palm of their hands.

Overall, as the fintech industry continues to grow over the years, as a startup or fintech enthusiast, you must be watch out for these trends to enhance your customers’ experiences with your services and scale your business to new heights. With these trends, you’ll attend to your users’ needs and develop online experiences that will allow you to retain your customers in the long run. This article has covered everything you need to know to market your fintech successfully, so use it as a map of the territory to navigate it throughout your fintech’s growth journey.

The post Fintech Trends in 2022 [Industry & Marketing Trends Included] appeared first on NoGood™: Growth Marketing Agency.