Your main rival in the fintech space just raised $20 million in a very successful Series B funding round, and it’s left you scratching your head. As far as you’re concerned, their product isn’t in the same league as yours, they have a smaller team, and you feel like you have much more expertise.
Yet despite all this, they’re the ones getting coverage in all the major finance publications, popping up in analyst reports, and snagging big enterprise deals with seeming ease.
This isn’t just blind luck. It’s not a random twist of fate. It’s what happens when a company realizes that creating something innovative is part of the game…but turning that innovation into influence and authority is how you actually get ahead and win the game.
So, exactly how do the winners do this? How are these high-tech finance companies turning raw innovation and complex value props into market dominance? Here’s a breakdown.
They Share Stories, Not Just Technical Specs
Engineers love to hear about the technical details. They want all the nitty-gritty on how innovative the tech is and how all the nuts and bolts work behind the scenes. And while it’s essential to satisfy that need and roll out a few technical docs, the problem is that not everyone is an engineer.
Investors want financial numbers. Customers, users, and the media? They care about stories.
Even if you have the best AI credit scoring tool around, a pitch that reads like a manual won’t catch people’s attention. At least not the people that truly matter (for getting a product out into the masses).
Look at any new fintech company that has dominated the market. Let’s take Stripe as an example. They don’t say, “We provide advanced APIs for online payments” for their primary marketing material. They make it much more accessible and say, “We help anyone start their own internet business.” That simple human message sticks. It’s not full of jargon. It’s relatable.
You should frame your message the same way. Turn your innovation into a story that connects with people on a personal level. Think about this:
- What issue are you addressing in a way people can relate to?
- Why is it important at this very moment?
- How does what you offer make someone’s life simpler, safer, or better?
When your message resonates, people move past thinking of your product as just a bunch of features. They begin to view it as part of a bigger change.
They Plan PR Strategically, Not at Random
Most companies in the finance space make the mistake of only turning to PR when there’s “big news,” like grabbing a fire extinguisher during an emergency.
To build real impact and influence, you need to use financial PR as a tool to grow your authority over the long term. Don’t just aim to get attention when you raise funds. Look for ways to link what you’re doing to bigger changes in your industry. Here’s how:
- Rather than revealing a new feature, share how it fits into a larger trend, such as improving financial transparency.
- Don’t stick to one-time quotes. Instead, make your founder a go-to voice in media your audience cares about.
Getting noticed in the media is not just about being seen. It’s an exercise in building trust and getting people to see your brand as authoritative. A mention in one or two respected publications in the finance space can do a lot more than boost public relations. It shows investors, experts, and future collaborators that your business is relevant, valuable, and actively contributing.
They Educate, Not Confuse
Finance is already a complicated realm for the vast majority of people. Even key decision makers and hedge fund investors may struggle to grasp more complex topics, especially if they’re on the cutting edge.
The companies that make it onto the mainstream realize this and don’t try to make it even more complex than it is. Their job is to make it easier to understand.
This is why the best finance brands are also great at teaching. They break down ideas that may feel intimidating or abstract, such as blockchain, risk models, or embedded payments, and then they turn them into simple, clear concepts anyone can grasp.
Look at how Wise talks about moving money across borders. They don’t throw buzzwords like “multi-currency infrastructure” or “dynamic hedging systems” at you. Instead, they say something like: “We help you send money abroad without hidden fees.”
Teaching people builds trust much quicker than any advertisement. When they know what you do and why it is essential, they are more likely to trust your skills and choose your services or products. Using tools like clear videos or factual blog posts, educational content lets you be seen as a guide rather than just someone trying to sell.
They Make Their Founders Seen as Thought Leaders
People tend to trust other people more than they trust logos. This is true in fintech, where a visible leader can boost credibility. Think of well-known founders like Anne Boden from Starling Bank or Jack Dorsey from Block (Square). What they say doesn’t just affect their company’s image; it also affects their company’s bottom line. It shapes how people see the entire industry and interact with financial instruments.
Your founder doesn’t have to become a social media star. They just need to show up and be genuine. This might look like:
- Writing insightful posts about new rules or financial technologies.
- Joining podcasts or speaking at finance events.
- Sharing personal stories about growing a fintech product.
Clear and confident communication from thought leaders makes the company more relatable. That’s where actual influence starts.
Final Word
An innovative piece of new technology does little good for anyone if nobody can connect the dots on how it will make a difference. That’s why the fintech companies that will have the most impact are those that take complex concepts and translate them well. They make the value case simple, fee important, and most of all, relatable to the audience they are communicating to.
They don’t just talk about their specs and features; they tell stories, educate others, and build credibility consistently over the long run. This is the key to turning curious consumers into brand loyalists and converting skeptics into believers, even if none of these people have the technical chops to truly grasp the inner workings of what you’re building.
Image Source: DepositPhotos
