Marketing for fintechs: tips for planning your communication

Fintechs, the digital companies that combine finance and technology, are gaining space in the market every day. For this reason, in this post we will address the marketing for fintechs, their challenges and opportunities.

According to a survey by the Inter-American Development Bank, Brazil is the country with the highest number of fintechs among 18 nations evaluated. Of the 1,166 registered enterprises, 380 are from Brazil.

With an innovative, attractive and uncomplicated proposal to solve customer problems or needs in the financial area, fintechs caused disruption. The market was until then dominated by large institutions, with processes classified as slow or bureaucratic.

The marketing challenges for fintechs

Every time a new service or new technology hits the market, it causes a certain frisson. Especially through the media outlets, which excel for the novelty.

Once a new fintech comes to the public’s attention, part of the brand’s communication strategy is complete. However, a second step begins. And this consists in educating the public, clarifying how the service works, demonstrating the advantages it brings. Some of the benefits may be saving time, financial resources and reducing paperwork, for example.

Marketing for fintechs: where to start

Social media

Social media are essential channels in the marketing strategy for fintechs. The initial step is to identify where the company personas are, so that you can define which social channels will make sense for the plan. When it comes to services that can be offered to the general public, channels such as Youtube, Facebook, Instagram and LinkedIn present the best engagement opportunities with the target audience.

Boosting posts to an extremely targeted audience is one of the most compelling features of social media. In some of them, the company can even define its persona’s geographic region, gender, age range, and channels of interest.

Besides to segmentation, another highlight of social media is the ease of measurement. By measuring the various results obtained from your posts (sponsored or not), it becomes faster to understand what is working or not. In addition to identifying which content gets the best response (engagement) and which social network the brand is getting the best ROI from.

Rich materials

E-books, infographics, surveys, are some types of rich materials used in communication and marketing. They are great resources for fintechs to overcome the challenges of “educating” their target audience. With simple language, objectivity and a good deal of visuals, this content accomplishes its task. They carry the right message about topics so innovative and not yet understood by users.

But, besides, they are an opportunity to register potential future clients. The best strategy is to make downloadable content available on the registration landing page. This way, the new contact becomes part of the company’s contact base. Subsequently, it may be impacted according to the nurturing process established by the company.


Blog posts also make up the mix of marketing assets for fintechs. This content format should be light, extremely enlightening and with very interesting themes to the personas. Preferably, blog posts should address the major pain points of the target audience, giving them the way to address them (and how the fintech can help them with this).

The use of SEO techniques in content writing is essential to ensure good indexing on search engines. This ensures good placement on the result pages.

The blog is a tool to use when thinking about improving the organic positioning of the site.

Partnerships with digital influencers

The audience reach and persuasive power of digital influencers in various segments is unquestionable. But before combining the brand with any relevant name in this area, it is necessary to perform a broad prior analysis. Ideally, it should be done by a Digital Marketing or Communication professional, so that the partnership, in fact, is assertive and brings the desired benefits to the fintech. It is necessary to minimize any reputational risk.

If marketing strategy for fintechs is a challenge you are facing right now, click here to learn how we can help.



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