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. Contact us and find out how we can help you stay ahead of the curve.

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.

While developing a great product is the first step to disrupting this industry, in an increasingly saturated market, it’s often a challenge to use the right marketing techniques to make it big — especially when traditional banking companies are finally catching up with new technologies, world-class user experiences, and consumer needs and expectations.

What Is Performance Marketing?

Performance marketing is a broad term for the interplay between paid advertising and brand marketing, where advertisers pay only when a specific action occurs. It’s basically what it sounds like: marketing based on performance. These actions can be a generated lead, a sale, a click, and more. There are many ad platforms and performance agencies that support the larger paid media echo-system.

By paying the affiliate or publisher only when a specific action is taken, the brand can be sure that their money is well spent because they are already converting their audience before they pay for the transaction.

Performance Marketing Challenges For Fintech Startups

Challenge #1: Trust & Transparency

The origins of distrust of financial institutions date back to the Great Depression. The stock market crash became the catalyst for the inherent distrust associated with these institutions, forcing Americans to take out their money from banks they no longer trusted and changing the relationship between financial institutions and the public forever. Fast forward to modern-day in which fintechs are starting to take a stand beside traditional financial institutions, the past distrust in financial institutions, combined with the newness and lack of public knowledge of fintech services, has become a burden for the growth of the latter.

Although creating a unique product that stands out within the industry is the first step towards success, it is often a challenge for brands to market their financial technology due to the lack of trust and transparency that accompanies the financial world. According to the 2021 Edelman Trust Barometer, financial services has been the least trusted industry over the past decade among global consumers. Users generally don’t trust financial institutions as a whole, and they consider fintech companies to be in the same boat.

Given fintechs are new in the financial game and most of them lack a well-known and trusted brand, consumers have been very skeptical about becoming users of these new technologies. According to a PwC 2019 study, “most consumers place 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 new entrants of the financial services industry are being refrained from growing market share due to the lack of potential customers willing to test their technology.

Consumers also feel fintechs are not being completely transparent about how they use their data. A survey conducted by The Clearing House in 2021 revealed that 76% of respondents were unaware of fintechs’ ability to sell personal data to other parties for marketing, research, and other purposes, showcasing a growing discomfort expressed by consumers when it comes to fintech data practices. Consumers feel they are left in the dark about how their data is being used, so fintech companies must improve their control over their customer’s financial data and be more candid about it.

Challenge #2: Competition

In recent years, there has been significant growth in the fintech sector with many new startups and companies seeking to become a major presence in the lives of consumers when it comes to handling their finances. This means the fintech sector has become highly competitive, and new fintechs face the challenge of competing against the brands that have had to build their brand’s reputation over the years in an ever-growing market.

For potential customers, it is good to have options to choose from when selecting a fintech brand; however, for fintechs, the rising competition decreases their individual market share and could potentially decrease their customer base if newly emerging competitors position themselves better in the market and in the minds of consumers. In any industry, competition is indeed one of the greatest challenges, but for an industry like fintech that is new in the financial services world, it is even harder to gain the trust of consumers when there are so many different fintechs that can deliver a similar value to their customers.

Moreover, due to the emergence of new fintechs, costs across all performance marketing strategies increase as a direct consequence. This leads to inherently higher CPCs, CPMs, and CPLs, forcing fintech brands to adhere to increases in budget and the growing demand for the cost-effective and easy-to-use financial services that fintechs seek to offer. Fintechs must keep an eye on their competitors, and learn from them, to see how they can improve their services to stand out from the competition.

Challenge #3: Product Adoption & Scale

Although the fintech industry seems to have a promising future, it also poses the challenge of increased exposure to numerous rules and regulations that may hinder the growth of fintech brands. Since the 2008 financial crisis, there has been a drastic increase in regulatory fees regarding earnings and credit losses, making regulatory compliance a major setback for fintech companies trying to compete in this relatively new market. Although they are not subject to a fintech-specific regulatory framework, fintechs may be subject to licensing and registration requirements with federal and state regulators.

Unlike for traditional software companies, these regulatory requirements cause even more financial strains for fintech startups. When it comes to compliance, staffing implications will always be present and they’re a huge resource sink for financial institutions. With that being said, given startups have legal compliance issues to worry about, they will need to hire additional people that will help their business to oversee these regulations, forcing them to account for new labor and spend even more on these new hires.

Mass adoption has become difficult for new entrants in the fintech industry with these imposed regulatory requirements that fintechs may face. According to Reena Agrawal Sahni from Shearman & Sterling, fintechs may be required to get licenses including consumer lending and virtual currency licenses at a state level as well as to follow the Consumer Financial Protection Bureau’s wide range of consumer protection laws that apply to all financial institutions at a federal level. This is why compliance has become a burden for the growth of fintech startups in the country.

Not only is regulation a challenge to fintech product adoption and scale but the fact that these services and platforms are still in their infancy is. Society is still getting used to the new available technologies that allow them to make use of their money through technology that seeks to enhance and automate their current financial processes. With the emergence of the internet and the use of mobile devices, consumers have slowly began to shift their financial habits to the digital world; however, due to fintech services being a relatively new phenomenon, as well as the lack of trust for these platforms that accompanies such, it may be difficult to reach mass adoption from the very beginning, so fintech must develop marketing strategies that raise awareness of their products and services to build their brand equity and reputation in the industry.

How can performance marketing support fintech startups

Organic growth and development is the key to the future success of fintechs. Through original creative innovations, the development of a targeted audience, and the appreciation and use of multiple communication channels, fintechs can scale quickly and find dominance within the industry. With that in mind, to solve the challenges mentioned in the previous section, it is imperative to incorporate a performance marketing strategy that focuses on the following areas to boost your startup organically:

Creativity

One of the most important aspects of your performance marketing strategy is the creativity that is set forth. Creativity in marketing is what makes you stand out from the competition and can elevate your business and services through innate originality. Authenticity through your content, copywriting, and campaign structures will attract your audience both visually and emotionally. Present yourself and your fintech brand to your audience in a unique way and be honest and transparent about what you have to offer. Don’t overpromise and underdeliver.

Audience Development

When it comes to selecting your target audience, you must make sure you understand the ideal personas, audience groups, and markets your service or product aims to support. By focusing on marketing a product that talks to a specific niche, your messages will be made loud and clear to the right audience, one that could potentially lead to conversions and user acquisition. Developing your audience should be more than just targeting your marketing efforts to specific people, it should aim to build a community around your brand and its services to further grow your reputation and trust more effectively.

Channel Diversity

Don’t put all your eggs in one basket. 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.

Performance Marketing Channels & Strategies

Social Media Marketing

Fintechs are using social media to tell their stories, connect with customers and leverage their influence. Long-established brands like TD Bank, American Express, and Visa, as well as newcomers like Merlin Investor and Public App, are using creative social media strategies. As economies evolve into cashless societies and banking transactions go mobile, there is no better way to market the experience than through social media.

Depending on your audience and the channels your brand uses, you can have a lot of fun with social media in finance. Some social media channels to consider (if you haven’t done yet) are the following:

LinkedIn

It is an incredibly popular social network for financial services. Through this channel, you can reach key decision-makers, including high-level influencers, small business owners, wealthy masses, financial opinion leaders, and affluent Millennials.

However, it is important to note that being attractive to your audience on LinkedIn requires you to show your expertise and authoritativeness in your particular niche to establish yourself as a trustworthy and credible company to them. On your profile, you must create content that would appeal to venture capitalists, founders, and prominent figures in the fintech space through comments, likes, and potentially reposts of content you deem pertinent to what your audience is looking for.

By setting your LinkedIn profile as the engaging, educational, and relevant source for your fintech brand, you’ll never have to worry about building a community of professionals who trusts the content you put out and your expertise in your particular fintech sector. Having a strong presence on LinkedIn will set you apart from the competition, allowing you to market yourself as the expert through a diverse selection of content and hence giving recognition and dominance to your fintech startup that will scale your business and potentially lead to the mass adoption of your service.

TikTok

It is a channel for bite-sized learning and life skills acquisition. As the older half of Generation Z grows up and enters the workforce, they become interested in personal finance, bank loans, and even investments. The amount of financial content on TikTok has skyrocketed, and fintech brands are also getting in on the action. There are also more and more “financial influencers,” those who focus on personal finance, money management, or investment topics.

TikTok can be used for your business in many ways, especially when trying to target a specific niche and to stand out among your competitors. The platform recently created TikTok for Business, an all-in-one tool for marketers to advertise their products and services on TikTok by creating ads, setting budgets, and most importantly, finding a diverse and targeted audience for a reasonable price. TikTok is the fastest growing social media channel, so you will indeed get an unprecedented amount of eyeballs if you create campaigns on this platform.

What marketers need to understand the most is that TikTok is the place to be your authentic self, not just the expert in your particular field nor the advertiser wanting to promote their product. People use this platform because its users are organic and natural, which consequently builds trust between users and creators through the content they create. With this said, leverage TikTok to build a community of trusted users and create content that they find not only educational and informative but also entertaining.

Instagram

According to statistics from Sprout Social, 71% of US companies use this channel. For fintech brands, it’s a handy tool to show how personable they are and offers much more flexibility and storytelling opportunities. Instagram is more than just a photo and video sharing platform; it is a place where you can engage with your audience on a personal level and even promote signups and capture emails for organic outreach.

Having one of the highest average engagement rates compared to all the main social media platforms, Instagram is the place to engage with your community; users are even more open to seeing branded content on this platform than on any other. With creative content that teaches your specific audience about your expertise, the services you offer, and engaging through real ー not automated ー comments and direct messages with your audience, you’ll start building the trust fintech consumers seem to lack for the industry.

By promoting your brand through visually appealing content in the form of photos, videos, or Instagram Reels, you’ll start raising awareness about your brand in the fintech sphere and will hence begin to differentiate yourself from your competitors through your unique branding and marketing efforts. Take the example of Coinbase who not only seeks to promote their services online but encourages its audiences to learn more about cryptocurrencies and educate themselves on this topic. Its content is both aesthetically pleasing and educational, appealing to their audiences in a way that incentivizes them to continue consuming its content.

Instagram gives fintechs the opportunity to position themselves in the minds of consumers exactly as they want to, all through the creation of content that not only visually represents the brand itself and attracts its audience, but one through which they can encourage the use of their product or service to achieve mass adoption and acquisition.

Reddit

Reddit is basically the comment section for anything you can possibly talk about; it is where users share their thoughts and opinions on any topic they desire. Reddit is especially popular with Generation Z and Millenials, which fits well with emerging traders and investors in the fintech space.

Getting more than 500 million visitors per month, Reddit is not the typical platform to advertise on; however, it is where the majority of people tend to look for answers and join conversations on what they’re interested in. So, if you want to integrate Reddit into your strategy, although it might seem contradictory to say this, don’t sell on Reddit immediately. Contribute to your particular niche first and interact with others in conversations specific to such to build trust around the people you engage with.

When you are more comfortable with the platform and realize you have garnered a strong presence within your community, you can start your own subreddit and use the space to educate users about your product or create opportunities for organic feedback and customer service.Having this trust and visibility will allow you to promote your brand in a way that feels native to the platform, rather than looking like a fake “Redditor”, as users call themselves, when doing so. Being part of the conversation will allow you to learn more about your niche and further position yourself exactly as you should for your audience to stand out among the competition. This will ultimately build confidence within your audience to use your services and scale your business in no time.

Twitter

Given the changing landscape of services and regulations that govern the fintech industry, Twitter plays a critical role in how companies inform the press, consumers, and investors about changes they are implementing on their platforms. Twitter is an ideal channel for keeping up with (and leading) developments in the industry, and it’s essential to a solid communications strategy.

On Twitter, users follow brands that they can identify with and relate to, which is why this platform is an effective one for fintech brands to establish a relationship with and build trust among their current and potential consumers easily. By tweeting about your company’s expertise, knowledge, and experiences, you’re building a profile that showcases your brand as the go-to source for information related to your niche. Fintech brands can leverage this platform to be perceived as trustworthy experts who not only stand out from their competitors, but are constantly engaging with their customers by tweeting, replying to tweets, and reposting relevant, informative content.

One thing to keep in mind while using Twitter is that you must define your brand voice and personality with your tweets to establish credibility and a major presence in the platform. This will allow you to differentiate yourself from competitors and can be done in a creative manner that will make your audience want to learn more about your brand and what you’ve got to say. Building trust and rising among the competition may be challenging on Twitter if you don’t establish a brand voice that speaks to your brand identity and expertise, so take advantage of this platform and define how you want your fintech brand to be recognized by your followers.

Advantages of Social Media Marketing:

• Humanize your brand
• Increase trust and brand recognition
• Boost levels of customer service and satisfaction
• Improve brand loyalty

Influencer Marketing (including Affiliate Marketing & Sponsored Content)

Influencer marketing is growing fast and furiously among fintech brands. From sponsored Instagram ads to blog posts to YouTube videos and everything in between, influencers are dramatically affecting buying behavior. A large number of videos on social media sites are created by influencers. An impressive 56% of all Internet users watch videos on social media sites.

What makes influencer marketing so valuable is that it allows brands to connect even more with their audiences by exposing them to niche-relevant personas. Influencers have built their own social media presence by posting content that relates to their audiences and builds community around them. This type of community and relationship between influencers and their audiences develops trust between them, and if fintech brands collaborate with reputable influencers in the industry, this trust can pass along to the brand itself.

Having influencers as part of your strategy could potentially help your fintech stand out among your competitors as well as audiences tend to associate influencers’ personalities with the brands they partner with. Influencer marketing doesn’t necessarily have to consist of partnering with an influencer, but it could also be in the form of affiliate marketing and sponsorships. The positive associations that influencers and established publishers and brands can in turn lead to even higher recognition for the brand and more trust and transparency between the brand and its customers given they are partnering with trusted entities.

Influencer marketing can be significant in the performance marketing strategy of your brand, so take advantage of the trust your consumers have for these personalities and leverage them to earn the trust of your audience when it comes to deciding whether to use your fintech service or not.

Affiliate Marketing

When choosing to affiliate with established and reputable publishers, you’re setting your fintech brand for success as the trust that consumers have for the latter tends to be inherited by its affiliating company. However, it is important to make sure that the affiliated brand has a history of trustworthiness and authority in your specific industry so that consumers looking for brands like yours can easily identify your product and associate it with the trusted affiliate.

Not only will this lead to bigger trust in your fintech brand but it will also make you more visible among your competitors. Forming an alliance with a well respected publisher or any other source will further increase your chances of standing out to your audience. Before doing so, look at the potential affiliate’s traffic, mentions, popularity on social media, and whether or not they’ve established a loyal audience to make sure this partnership will prove beneficial for your fintech. This will ultimately lead your fintech brand to scale and be recognized, and hence will lead to the mass adoption of your product if done right.

Sponsored Content

This type of performance marketing is mostly used by influencers and content websites and involves a special post or article that promotes a brand and/or product in exchange for some compensation. Sponsored content is a type of promotional media that is paid for by an advertiser but created and distributed by another brand, influencer, or publisher. Sometimes the compensation is in the form of a free product or experience; in other cases, it is CPA-, CPM – or CPC-based. A study by Time Inc. found that 2 in 3 Generation Z, Millennials and Generation X consumers consider sponsored content to be more sincere than traditional advertising, so fintech brands must leverage this type of marketing to build trust with their audiences and hence reach mass adoption of their products and services.

By creating content that is relevant for consumers and focusing on delivering value and not promotion only, fintech brands can build brand trust among their consumers. Sponsored content doesn’t necessarily have to be in-the-face advertising where the advertisers just plug in the brand into their content, but rather could be content that feels natural and conveys the value and benefits your product has to offer to your audiences seamlessly.

Having your brand be sponsored by well-known brands and influencers will allow you to reach new audiences and establish rapport between your brand and your current customers. The reputation these sponsors have can boost your brand’s resonance and reputation, so using sponsored content can lead to higher trust and engagement and even wider product adoption.

Advantages of Influencer Marketing:

• Boost awareness, credibility and higher engagement
• Reach Millenials and GenZs
• Support community and charitable causes
• Pay for performance
• Hyper-growth
• Recognition of thought leaders
• Sponsored content leads to sales
• Consumers trust sponsored content more than traditional ads

Native Advertising

Native advertising is the process of creating ads that match the surrounding content in form and function. Promoted social media posts, for example, are native ads, as is sponsored recommended content at the end of articles or blogs. Native advertising can result in 9% higher CTR and 18% higher purchase intent than traditional display ads.

This type of advertising allows you to promote your services in a way that doesn’t feel invasive for your audience. Placing sponsored content as a native ad under Instagram, TikTok or even an article, for example, will not only expose your audience to your services in a subtle manner, but it shows your consumers that you are prioritizing their online experience, which could ultimately lead to the cultivation of a relationship. Building relationships is key to building trust, so listen to your audiences and create native content, such as in the form of user-generated content, that they actually want to see and avoid any level of deceit.

According to Diana Adjadj from The Next Ad, “honesty and transparency will take you far in native advertising,” so take advantage of this type of content and remember that your fintech product or service shouldn’t always be the main focus. Make sure the content of your ads is relevant to your niche and delivers on the promises it makes, and this will help your brand grow through attaining credibility and trust.

Advantages of Native Advertising:

• Grab the attention of your audience
• Optimize targeting opportunities
• Increase the performance of your campaign
• Build trust with your target audience

Fintech Brands That Are Doing It Right

1. Public.com

Public makes the stock market social. With the ability to invest in “equity slices,” people of all ages (adults 18 and older) and backgrounds have easier access to investing, can own a portion of the companies they believe in, and learn from their peers through social shares and messaging.

Public uses performance marketing in the form of sponsored content. This channel mainly uses influencers. In the example above, influencers have published sponsored TikTok content that Public promotes in exchange for (probably) payment. Payment can be in the form of free products, services, experiences, cost-per-click, and more.

2. Webull

Webull is a mobile-first brokerage platform that offers a unique, community-focused experience. The business makes money by lending investors’ shares to short sellers, who then sell those borrowed shares to third-party investors in hopes of buying them back later at a lower price.

Performance ads also appear on the search engine results pages, just above the organic results. They are tailored to the keywords used by searchers, and apart from being labeled as ads, they look very similar to the organic search results.

3. Robinhood

Robinhood is a financial services company whose mission is to “democratise finance for all” by offering commission-free trading in individual companies, options and ETFs. The company also offers cash management accounts and cryptocurrency trading.

In a survey conducted by Hootsuite, 73% of all marketers cited “increased acquisition of new customers” as their top outcome for social media. Robinhood does this well by posting and advertising engaging content on social media. In this case, performance marketing is used to drive conversions and leads through actionable features.

4. Merlin Investor

Merlin Investor is an investment strategy platform that is changing the way retail investors trade. With the ability to create customised investment strategies, import 360° of their assets, and create custom dashboards, users can track their assets in real time and take a more informed approach to investing.

Here’s a screenshot of a native ad on the Twitter news feed. Chances are you would click through without thinking of it as an ad because of how it blends in with the rest of the page content.

In conclusion, performance marketing is a growing marketing strategy for fintech brands. Performance marketing requires marketers to track and measure hundreds or thousands of data points, if not millions and billions of data points. AI reduces the complexity of these data points and helps seamlessly scale efficient optimization through machine learning. Trends show continued investment in the channel, from new players entering the space to new technologies being invested to optimize outcomes better, faster, and cheaper.

The post Performance Marketing for Fintech: The Essential Guide for Startups appeared first on NoGood™: Growth Marketing Agency.