Main marketing trends in the fintech industry

The first thing on the agenda of fintech startups is coming up with an innovative product or service, which will bring tangible value to the customer. Implementing an idea that is aimed at improving people’s interaction with their finances is a great starting point, but it’s not enough to ensure a disruptive market entry. It is not just the product or service, but the way it is advertised that captures the attention of potential customers.

For this purpose, startups can refer to the well-known digital marketing trends that are equally useful for both, new and existing companies, and are the basis for creating an effective and consistent communication with the outer world. Let’s break down the main points and see the possible ways to leverage the opportunities they provide.


Brand awareness is the main way to bring your startup out there and let people know what you do and why you do it. But in order to begin communicating your mission, purpose and vision, you must decide on a visual framework that will represent your brand. In other words, you have to invest in branding.

Branding essentials for fintech startups:

  • Sharp and recognizable logo and design
  • Brand colors and fonts
  • Consistency across all marketing channels

Most of the tech companies tend to choose simple and clean designs and language, focusing on the authenticity and personal voice.

Visual elements

Emphasis and attention to details in visual content has been a marketing trend for years now, as it is well-known that most people perceive visuals better than heavy bulks of text. However, as our information field is so oversaturated with all types of content, customers only stop scrolling when they see something that truly captures their attention.
You have to be original in the way you format and present information to your audience in order to influence the perception of your brand and increase the conversion rate. First, you will need to choose the right format or a combination of them, based on your product or service and the target audience segmentation:

  • Video tutorials
  • How-to videos
  • Infographics
  • Customer testimonial videos or images
  • Social media posts

Professional and authentic branding together with attention-grabbing visuals will bring you so much closer to achieving your business goals.


Along with other tools, blogging can be a very effective integration into your digital marketing strategy. Today, the content of blogs must be structured in a way to be interesting and engaging for your audience, as well as satisfy the requirements of Google algorithms. Specifically, this means that you have to consider:

  • Doing proper keyword research
  • Doing proper keyword implementation
  • Covering trending topics
  • Answer burning questions your audience might have
  • Providing guidance and reliable information

Adding value to the client and to the business is what you should be aiming for when creating blog content.

Data protection

Privacy and data protection are among the main needs of modern customers. This means that people who use financial services provided by fintechs give great importance to the security of the payment methods, wanting to make sure their money is safe.

Here are some possible ways that can help you reassure your clients about the good nature of your practices:

  • Communicating your data protection policy
  • Advising them on ways to increase their security
  • Explain how their money is safe with you
  • Promote a positive opinion about online wallets and transactions

These are some basic and efficient tools that can greatly help you spread awareness and build trust for your brand. Your brand image must be consistently transmitted across all the communication channels you are using, while the content must not be just a sequence of letters, but should help the audience by answering questions or helping solve existing problems.