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fintech

An Introduction to Fintech Marketing

Fintech marketing refers to marketing Fintech solutions like mobile payment apps, robo-advisors, peer-to-peer lending platforms, and blockchain-based services.

What is Fintech?

In short, fintech (financial technology) refers to innovative solutions that leverage technology to enhance or automate financial services. This includes mobile payment apps, robo-advisors, blockchain technology, peer-to-peer lending platforms, and more, all aimed at improving efficiency, accessibility, and user experience in the financial sector.

The Challenges of Fintech Marketing

Fintech marketers face several challenges. Firstly, building trust and credibility among is crucial due to the sensitive nature of financial transactions and data security concerns. Additionally, there is  fierce competition within the industry necessitates innovative strategies to differentiate offerings and capture market share. Moreover, navigating complex regulatory frameworks, such as KYC and GDPR, adds layers of compliance requirements that can impede marketing efforts.

Types of Fintech Companies

Like any category of technology there are many types of Fintech companies that you can be marketing for. Often the strategies can be very similar. Here are some of the types of Fintech companies.

Fintech Marketing

RegTech Companies

RegTech Companies design and deliver technology solutions that help companies comply with regulations more efficiently and effectively, often through automation and data analysis.

Onfido is a technology company that helps businesses verify people's identities using a photo-based identity document, a selfie and artificial intelligence algorithms.

ComplyAdvantage is a RegTech company that provides anti-money laundering (AML) technology. The company uses artificial intelligence (AI), machine learning ...

Trulioo is a Canadian-based company that provides electronic identity and address verification of both individuals and businesses. Trulioo customers use the service to verify the identity of their own customers as part of 'Know Your Customer' verification.

Quantexa is a big data and analytics provider, the RegTech services of which include anti-money laundering (AML) and know your customer (KYC) capabilities powered by AI.

Fintech COMPANIES

Payment Platforms & Gateways

RegTech Companies design and deliver technology solutions that help companies comply with regulations more efficiently and effectively, often through automation and data analysis.

Paddle offers SaaS companies a completely different approach to their payments infrastructure. Instead of assembling and maintaining a complex stack of payments-related apps and services.

ComplyAdvantage is a RegTech company that provides anti-money laundering (AML) technology. The company uses artificial intelligence (AI), machine learning ...

Fully digitised employee reimbursements and travel expenses with advanced approval flows and direct reimbursement to employee bank accounts in 160+ countries.

Adyen is a payment gateway, processor, and acquirer in one platform. This means they offer the same functionalities as a payment gateway, allowing their customers to initiate payments.

Fintech companies

Some Notable B2B Fintech Companies

So you may be aware of a lot of Fintech companies already but we have collated a list of some notable Fintech companies for you reference so you can get an idea of how they market themselves.

Brex Inc. is an American financial service and technology company that offers business credit cards and cash management accounts to technology companies.

Stripe lets businesses launch financial services on their platform, by embedding financial products, including accounts, cards, and lending services.

Wise is a foreign exchange financial technology company that specialises in cross-border payment transfers.

Brex Inc. is an American financial service and technology company that offers business credit cards and cash management accounts to technology companies.

Fintech target audience

Common Fintech Target Audience

The specific target audience of a Fintech marketing strategy can vary based on a number of factors, but here are some common audience types targeted by Fintech strategies.

Enterprises

Large corporations and multinational companies are often targeted by Fintech companies offering specialised financial services such as treasury management systems, supply chain finance solutions, corporate card programs, and financial analytics platforms.

Professional Service Providers

B2B fintech companies may target professional service providers such as accounting firms, law firms, consulting companies, and financial advisory firms that can often require specialised software or tools to serve their clients more effectively. This audience may be interested in practice management software, client portal solutions, and regulatory compliance tools.

Other Fintech Companies

Some Fintech companies may also target other fintech startups and emerging companies that require infrastructure, technology, or services to support their operations and growth. This audience may be interested in APIs, white-label solutions, compliance-as-a-service offerings, and partnership opportunities.

FINTECH MARKETING

Fintech Marketing Strategies

As Fintech is a sub-category with technology marketing, alot of the same playbooks and strategies apply.

Developer Marketing Strategies

Brex Inc. is an American financial service and technology company that offers business credit cards and cash management accounts to technology companies.

Fintech Integration Partners

Stripe lets businesses launch financial services on their platform, by embedding financial products, including accounts, cards, and lending services.

B2C & B2B Starties Combined

Many Fintech platforms offer products for consumers and businesses. This is especially true in the payments.

FINTECH MARKETING

Fintech Terminology You Should Know

Like any technology. Fintech has some unique terminoligy and acronyms you are going to need to get used to when conducting a comprehensive marketing strategy.

KYC (Know Your Customer)

Brex Inc. is an American financial service and technology company that offers business credit cards and cash management accounts to technology companies.

P2P (Peer-to-peer)

A decentralised interaction between two parties without the involvement of a central authority, often used in fintech for lending, payments, and investment platforms.

PSD2 (Revised Payment Services Directive)

This is a European regulation that aims to open up the banking industry to more competition and innovation by requiring banks to provide third-party providers access to customer account data through APIs.

AML (Anti Money Laundering)

AML involved using regulations and procedures that are designed to prevent criminals from disguising illegally obtained funds as legitimate income.

BNP (Banking as a Platform)

A model where banks open up their APIs to third-party developers, allowing them to build applications and services on top of the bank's infrastructure.

ACH (Automated Clearing House)

An electronic network for financial transactions in the United States, used for direct deposits, bill payments, and other transfers.

FINTECH MARKETING

Fintech Marketing Guides

We've created some useful beginner guides to marketing and digital marketing topics like Inbound Marketing and SEO, written by industry experts we hope you find them informative when designing your Fintech marketing strategy.

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