Fintech firms, from bootstrapped startups to late‑stage challengers, share a common tool when fighting for market attention: public relations. Used well, PR shapes how a company is perceived, builds credibility, and opens doors to investors and customers. Drawing on real‑world campaigns, this guide explains how fintech PR works and why it matters in a sector moving faster than ever.
- What is fintech PR?
- Why is public relations important for fintech companies?
- How to create a fintech PR strategy
- Do’s and don’ts in fintech public relations
- Differences between financial PR and PR for fintech companies
- Case studies: our fintech PR campaigns in action
- Fintech PR trends
- Why hire our specialized fintech PR agency?
Global fintech investment slid to $95.6 billion in 2024, according to KPMG’s Pulse of Fintech. With fewer dollars on the table, competition for attention has never been sharper. That raises a practical question for founders: not if they should use PR, but when—and how—to make it work.
PR earns its keep by steering perception, earning trust, and placing a company in the right conversations. Whether entering new regions, explaining a complex product, or gaining an edge on rivals, a strong PR plan is a powerful lever.
What is fintech PR?
Fintech PR explains a company’s purpose, builds trust in its technology, and makes sure its message lands clearly with customers, journalists, and investors.
Instead of letting complicated concepts get lost in translation, fintech PR turns them into understandable, impactful stories. It’s also a shield in tough moments—outages, regulatory scrutiny, or market volatility—keeping messaging consistent and reputations intact.
A well‑run PR function supports product launches, investor outreach, and hiring. When a company’s story is told through trusted outlets or through press releases, it gains weight far beyond what ads or self‑published posts can achieve.
Why is public relations important for fintech companies?
Fintechs handle money, so trust is central. In a crowded market of new wallets, apps, and payment services, PR provides early reassurance to users and signals credibility to regulators and partners.
PR bridges the knowledge gap when products are unfamiliar or technical. By securing media coverage in respected outlets, it accelerates sales cycles and reassures investors that the company is playing by the rules.
How to create a fintech PR strategy
Operating in a regulated environment means every announcement should fit product timelines, legal requirements, and user needs. A robust strategy includes:
Step 1: Market and media research
Understand the rules you operate under—PSD2, KYC, AML—and study how journalists talk about your sector. Map sentiment and watch what competitors are doing.
Step 2: Set goals tied to business outcomes
PR should support tangible milestones, like preparing for a license application or building trust ahead of a funding round.
Step 3: Build clear messaging
Turn technical features into plain benefits. Avoid jargon and tailor your story to each audience—users, investors, and regulators.
Step 4: Select the right channels
Target the outlets your audiences trust, whether that’s Finextra for bank executives or TikTok for consumer users.
Step 5: Develop thought leadership
Offer meaningful insight—data, analysis, or predictions—rather than generic commentary.
Step 6: Stay flexible
React quickly to regulatory changes, market news, or trends. Don’t wait for the next quarterly plan.
Step 7: Measure outcomes that matter
Track investor inquiries, inbound leads, or sentiment shifts, not just impressions or clicks.
Step 8: Know when to hire experts
Specialist fintech PR agencies understand compliance, licensing, and the language that works in this space.
Do’s and don’ts in fintech public relations
Do:
- Turn technical detail into clear business impact.
- Build relationships with journalists who understand fintech.
- Clear every message with legal and compliance teams.
- Comment on real policy or regulatory issues, not generic trends.
- Time announcements with industry events and news cycles.
- Do send out press releases to keep journalists informed.
Don’t:
- Overstate licensing or regulatory status.
- Pitch stories to mismatched outlets.
- Wait for a crisis before planning a response.
- Make vague claims about security.
- Overpromise features or timelines.
Differences between financial PR and PR for fintech companies
Traditional financial PR focuses on steady updates and strict compliance. Fintech PR moves faster—explaining new technology, building trust quickly, and adapting messaging on the fly. Both aim for credibility, but fintech campaigns rely more on education and timely storytelling.
Case studies: our fintech PR campaigns in action
Moss – Entering the Dutch market
We shaped a localized narrative and secured 18 pieces of media coverage, reaching 450,000 readers and giving Moss an immediate foothold.
NuPay – Building anticipation for PRISM
By teasing a launch through early coverage and tailored thought leadership, NuPay generated 39 media hits and 169 mentions before the product even went live.
Wayflyer – Expanding European reach
Through localized messaging and well‑timed announcements, Wayflyer earned 42 placements and strengthened its reputation across key markets.
Fintech PR trends
- Compliance‑first messaging: Clear, accurate statements replace overblown claims.
- AI‑assisted PR: Tools that speed up pitching and media analysis.
- Multi‑channel outreach: Combine traditional media with social platforms and community forums.
- Founder visibility: Executives as credible spokespeople drive trust.
Funding news with substance: Announcements now focus on strategy and proof points, not just numbers.
