Fintech Marketing Strategies to Try in 2024


Best Marketing Strategies for Fintech

The fintech sector is continuing to grow as we enter the exciting years 2023–2024, propelled by innovation and a constantly changing digital environment. The fintech industry has experienced significant expansion, making marketing techniques increasingly important. The level of competition is intense, and consumers have greater expectations than before; firms must not only offer cutting-edge fintech solutions but also effectively communicate their value to tech-savvy customers. This blog explores fintech marketing, highlighting tactics and upcoming trends to keep Fintech App development company at the forefront of the financial revolution.

What is Fintech Marketing?

A collection of marketing techniques created specifically for fintech (financial technology) companies is known as fintech marketing. These companies are using cutting-edge technology to improve and eventually automate the provision and consumption of financial services by customers. 

When harnessed effectively, fintech marketing strategies enhance client communication and engagement. These methods primarily aim to achieve the following objectives:

  • Increasing visitors to the website or app 
  • Fostering a strong community and encouraging client loyalty
  • Increasing the range of financial services you now provide
  • Improving the client acquisition process to increase sales and revenue
  • Creating avenues for content creation by users and encouraging brand advocates

Fintech material is classified as YMYL (Your Money or Your Life), which indicates that increasing the level of fact-checking and competence in your marketing communications is necessary. 

What Advantages Does a Fintech Marketing Strategy Offer?

There are several benefits to using a fintech marketing strategy. 80% of the global population owns cell phones, but not all use fintech. In 2021, just 1.3 billion used mobile payments, indicating untapped marketing opportunities in fintech.

Using the appropriate fintech marketing Strategy, you may

1. Expand Your Audience

The world of finance is as real as life itself! Fintech startups and organizations can investigate several possible prospects in the market by implementing a marketing plan. You may identify a new client base, your target market’s demands, and the unrealized potential of your offerings with the correct marketing plan.

2. Instruct

Better money management is made possible by effective fintech marketing. The most effective fintech marketing initiatives inform both current and prospective clients about the comfort and ease that their tools and technology can provide.

3. Establish Trust

Fintech marketing companies want to concentrate on creating marketing strategies and campaigns that inspire their target audience to have faith in technology if they don’t believe in technology.

4. Examine The Data

Fintech marketing enables data-driven insights to meet customer expectations. Tailor offerings based on customer needs and challenges. A successful plan is distinct, insightful, and customer-centric, aligning with financial market understanding.

12 Best Fintech Marketing Strategies to Use

best fintech marketing strategy tips


1. Avoid Marketing, Inform.

Being financially literate is crucial. However, according to recent Experian data, 77% of American millennials and Gen Z want to be more financially savvy, and both groups hope for a “better understanding of personal finance.”

Developing countries face relatively different circumstances. For example, the financial literacy percentage in India is approximately 27 percent.

Your fintech marketing strategy’s primary objective should be educating your audience on various financial subjects. Here are some alternative phrasings:

Make brief films that inform viewers. Distribute them via every platform that exists: YouTube, Reels, Your App, TikTok, and so forth.

Create enduring content to establish your brand’s authority. For instance, somebody looking for specific financial advice may find your blog post to be a valuable resource.

Create a website.

Mobile-accessible. (Americans use their phones for 4.6 hours a day, whereas Indians use them for up to 7.3 hours.)

For instance, PayPal-owned Venmo uses bite-sized movies to educate its users and assist them in making wiser investing choices.

2. Inform them if you are in favor of a cause.

During the epidemic, Millennials and Gen Z contributed more than any previous generation. It demonstrates the wealth and generosity of these fintech users.

These generations are also more inclined to interact with companies that have similar values.

Thus, inform your customers if you have a cause that matters to you.

For instance, Lemonade, a digital insurer with headquarters in New York that caters to younger consumers—roughly 70% of Lemonade’s clientele are under 35—defines its charitable approach on its website.

Buy Lemonade Insurance and help a good cause.

By going one step further with this approach, you can also inform the users on how their contributions have benefited or will continue to benefit society or the environment.

According to Michele Parmelee, Deloitte Global Deputy CEO and Chief People & Purpose Officer, “Organizations that are not aligned with millennial and Gen-Z values risk losing favor with this large and increasingly influential cohort” (via Forbes).

3. Investigate Business Prospects with Current Clients

Only 70% of American consumers have adopted fintech applications, even though their use has increased significantly. Also, only 19% of Americans regularly utilize applications for mobile payments. In other words, only a few individuals are making use of such programs to their full potential. What, though?

The simple explanation is that they either need to learn about the functionality or would rather use a rival app (which is what you provide) for that purpose.

Utilizing your fintech platform to promote and increase usage may be done in the following ways:

4. Investigate the Undiscovered Industry

2020 saw a very significant increase in the average number of fintech app sessions. 

A rise in the number of fintech app users

It is estimated that between Q1 2019 and Q1 2021, 4.7 billion finance applications were installed globally. This being said, emerging markets had an average of 70% more app downloads than developed economies. 

It shows the new prospects that exist in the unbanked and informal economy. Moreover, several fintech companies have begun to take advantage of this chance.

MOVii, for instance, is a Colombian digital wallet provider that facilitates contactless transactions. The app is now in the process of distributing public money to individuals. When making purchases or paying bills, they use the same app.

In a similar vein, the banking app Current caters to the gig economy and freelancing workers.

It is, therefore, possible to increase your reach by focusing on the underserved market.

5. Show Empathy

The U.S. PIRG Education Fund reported that in 2021, complaints against digital wallets increased. Surprisingly, two-thirds of the complaints were related to three companies: CoinBase, Square, and PayPal.

In a similar vein, Phishing instances have risen in India in the past several years. In 2022–2023, there were over 90,000 reports of UPI fraud and over 60,000 complaints about digital payments.

Although the technology is still developing, weaknesses are anticipated. However, a fintech marketer must recognize customer concerns. Customers often only turn to social media when they don’t feel that their issues are being addressed on the assigned channel.

Your fintech marketing strategy should, in these situations, take an empathic stance when responding to clients’ worries. To ensure that the problems are directed and fixed right away, you need to coordinate with your customer service and social media staff.

It’s also important to notice that when consumers complain on social media, they typically appear enraged. And that’s alright since it’s possible that they have yet to hear back or get a solution.

But your social media manager could find such remarks discouraging. Thus, create answer templates ahead of time. It will support you in maintaining your brand voice and avoiding any unwholesome dialogue.

6. Establish Faith

A completely digital KYC system is a noteworthy modification that practically all finance platforms have implemented. This allows users to digitally sign the relevant papers and transmit the essential documents over the internet.

To convince customers of your platform’s reliability and safety, highlight security features, use testimonials, provide transparent information, and showcase industry certifications. Communicate your commitment to data protection and financial stability through clear, honest, and consistent messaging.

Inform users about your adherence to security protocols, such as GDPR, HIPAA, and ISO certifications.

Be open and honest about your costs and perks.

Avoid using jargon. Give a brief explanation of the terms and conditions.

Use trust marks like TRUSTe on your app and website, display trust signals like HTTPS on your website (obtain an SSL certificate), and provide easy access to your privacy document.

In the event that your platform has partner suppliers, inform users about third-party security.

For instance, upon registration, users of Zelle, a digital payments network situated in Scottsdale, Arizona, are given access to data consumption details. Through the privacy settings option, users may also review their private information at any moment.

7. Identify your USP and Actively Sell it.

The lengthy procedures used by traditional banks are one of their disadvantages. Paperwork is required for even the most basic activities, such as opening an account or obtaining a modest loan. It frequently calls for a trip to the bank branch as well.

Fintech businesses may offer traditional banks’ services without all the hassles. Promoting the advantages of your business above conventional financial services is a terrific strategy to draw in new clients.

For instance, Thimble, an insurer with headquarters in New York, discovered that the coronavirus outbreak was causing clients to fall behind on their insurance payments. As a result, they gave customers the option to suspend rather than immediately terminate their insurance. Additionally, they let consumers continue paying the fee.

8. Give your Clients Incentives

One of the main drivers of sales is incentives (e.g., SPIFF).

In a similar vein, offering incentives can help you improve your fintech client acquisition plan.

Here’s one instance.

PayPal had trouble in the beginning gaining users. It’s not as if they didn’t try to cooperate with banks or promote things that went awry.

They, therefore, decided to reward clients for promoting organic, viral development.

They offered $10 to new users as a sign-up bonus. Additionally, they paid out $10 to current clients for recommendations. In other words, they paid $20 for each new client. They observed 7–10% daily organic growth using this method.

You may reward your consumers in the following ways:

  • Give cash refunds
  • Offer a welcome bonus.
  • Provide an incentive for referrals.
  • When reaching a goal, provide monetary incentives.
  • Join forces with well-known companies and provide their clientele with discounts.
  • For instance, the California-based Square Financial Services created the Cash App, which provides immediate payback on eating, retail, and other purchases. To encourage customers to pay using their interface, they have created a program called Boost that offers discounts from businesses like Starbucks. 

9. Employ in-app Advertising

The financial business needs help with customer retention.

Part of it can be solved with in-app marketing. Marketing messages that are displayed to clients while they are actively using your app is known as in-app marketing.

This fintech marketing strategy is excellent for interacting with consumers while simultaneously promoting an upsell or cross-sell. This tactic can also be used to publicize the arrival of a new feature or product.

For instance, Chime, a financial services firm with headquarters in California, notifies users through in-app alerts about services that they might find interesting.

10. Make use of Facebook

With 4.5 billion regular social media users and 90% of internet users present, reaching a massive audience is possible. However, successful social media marketing remains a complex challenge.

Even though you have a sizable following, you seldom receive any interaction on your postings. How come?

To boost social media engagement, identify preferred content and platforms. Instagram users crave visual content. Similarly, tailor content to match your audience’s preferences.

Create (or reuse) and distribute content on these platforms once you’ve made this decision.

Moreover, you can:

  • Utilize influencer campaigns to connect with like-minded individuals.
  • Run sponsored advertising initiatives to get seen quickly.
  • Engage in social listening to find out what others are saying and searching for.
  • To obtain a comprehensive understanding of consumers’ preferences, conduct surveys and polls.

Utilize client endorsements as social evidence for your company, goods, and services.

Remember to have a lead capture method in place before using various social media networks. The first reason is that managing all sales possibilities in one location would be desirable. Second, you want to evaluate how different platforms interact with one another to see which ones generate the most income and support the expansion of your company.

For instance, you may collect leads from a variety of sources using the Highen Fintech CRM and Marketing Automation package, including phone calls, social media advertisements, marketplaces, your website, and websites of third parties. Additionally, you may monitor the sources, channels, and length of conversations they’ve engaged with (along with timestamps).

11. Recognize your clientele. Make communications more unique.

The majority of conventional banks need to take into account the requirements of Gen Z or millennials in their policies. Even while they would wish to provide better goods and services, strict regulations and laws frequently prevent businesses from doing so.

Fintech, though, has some clout here.

Businesses may tailor their offers and gain a deeper understanding of their clients by utilizing technology and data. 

12. Practice-Wise Marketing. As much as possible, automate.

Everything said above boils down to how successfully you carry out your plan.

How can you gauge plan success? What signs indicate it’s on track?

So, to start with, identify your objectives. You may aim for:

  • Boost brand recognition or sign-ups and app downloads
  • Decreasing uninstalls
  • Boost social media interaction or boost website traffic
  • Increase sales from current clients
  • Motivate people to utilize a recently introduced feature, and so forth.
  • Select the KPIs that will be used to gauge the effectiveness of your fintech marketing initiatives that are aimed at certain objectives. You may monitor sales KPIs, incremental sales, email marketing KPIs, etc.

However, avoid assigning humans to jobs that machines can do.

In addition, you can track your campaigns, sales data, and more with CRM’s marketing automation and sales execution features.

You can use this to receive automatic reports as needed. Additionally, people can make useful and innovative use of their time.

Fintech Marketing Challenges

In the upcoming years, the fintech app marketing sector is projected to spend $3 billion globally on acquiring new clients.

For example, in order to draw in more clients, digital payment businesses are providing generous discounts, incentives, cashback, etc. The only problem is that there is fierce competition in this market, and someone is always coming up with a better deal, which makes it very hard to keep customers.

Naturally, acquiring new customers and keeping existing ones are the two main priorities for fintech marketers. Fintech marketing companies may dramatically reduce client acquisition expenses and increase client Lifetime Value (CLV) by putting into practice an efficient fintech marketing approach.

FinTech Marketing Success Stories.

Canadian Customer Debt Relief helps thousands of Canadians manage credit card debt, unsecured loans, payday loans, and more, making it the country’s fourth-largest debt counseling firm.

At first, they had trouble getting potential clients to know about their services. Among the others were:

  • Deliverability of emails. They wanted to track activity, gather leads, and make sure their emails ended up in the prospect’s principal mailbox rather than spam. For instance, real-time link clicks, email opens, and website views. In light of their actions, they also wished to start talks with them. The group’s goal was to revive and nurture past leads.

Highen Fintech CRM is what the organization employs for marketing and sales initiatives. It supports them in:

  1. Automated lead generation using marketplaces, their website, and advertisements on Google and Social Media.
  2. Email marketing, which includes drip campaigns, campaign tracking, email templates, and other features.
  3. Use lead nurturing to maintain communication via phone calls, push notifications, WhatsApp, email, SMS, and portal.
  4. Activity monitoring via all available communication channels. Understanding the context and touchpoints is aided by it.

Their astute action enabled them to obtain an A+ rating from the Better Business Bureau, and their debt advisory services are renowned for offering prompt and client-focused resolution of all issues.

Additionally, moving data from one system to another is eliminated when using a single platform for marketing and sales. Accelerating the procedure and guaranteeing the accuracy of the data.

  1. This is the second anecdote that explains the significance of automating your fintech marketing.

Angel One, the third-biggest stockbroking company in India, sought to automate and unify its marketing and sales processes. Among the difficulties they encountered were:

  • Missed chances due to inability to interact with leads and customers
  • A disconnect between what consumers desire and what they receive due to a lack of understanding of customer interactions.· Prolonged or delayed reporting. 

Highen Fintech provided a cohesive solution to synchronize their whole operations, recognizing their sales and marketing difficulties. 

The marketing team has automated the following tasks:

  • Dividing potential clients and supporters according to different criteria (such as region, type of goods requested, etc.). It facilitates timely and relevant client engagement with content.
  • Marketing efforts that utilize several media and rely on triggers
  • Handling trips for drop-offs. Automated email campaigns remind prospects who express interest in a product and complete the KYC form but stop in the midst, allowing them to resume where they left off.
  • Automated reporting for growth by area, team performance, campaign performance, and more.

According to Prabhakar Tiwari, CGO of Angel One, “With the right tools, our lead engagement has become measurable, and the lead volume has increased from 50k to 6 lakhs per month.”

Hire a Professional Fintech Marketing Agency

Creating a fintech application is just half the fight. For your target client to locate your solution, you must effectively promote it. Today’s resources facilitate the marketing of IT products more than in the past. The fintech marketing strategies listed above are intended to serve as a guide and demonstrate what is now feasible.

Working with a trustworthy fintech marketing company like Highen Fintech can help you traverse the challenging but fascinating world of fintech marketing if you want to see explosive development for your fintech app. They may assist you in developing a fintech marketing strategy by:

  • Putting together a fintech marketing plan that combines the benefits of your product with the problems that your target market faces
  • Generating top-notch content that will increase awareness, encourage interaction, and bring in repeat business
  • overseeing many campaigns at once and comparing results to predetermined targets
  • Creating a brand for your product that appeals to your target market.

Look for a fintech marketing agency with a history of successful campaigns, ideally in the same category as your product, before making your hire. Examine their prior work to make sure their skill and experience match your needs.


Fintech is rapidly growing due to online transactions, enhanced security, and convenient digital banking, eliminating the need for physical bank visits. Using fintech marketing techniques, you may expand the market for your services and create a scalable brand. To stay ahead of the curve in 2022, you may match your sales and marketing plans with the abovementioned tactics.

If you want to explore how Highen Fintech can benefit your marketing strategy, take a look at our latest Fintech case studies. For additional details on our services, visit our services page, or feel free to reach out to us with any inquiries regarding developing a successful fintech marketing strategy.

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