How can I stand out in such a crowded industry? With new platforms, solutions, and startups launching every week, this question may be on your mind often, as the market is becoming more and more saturated with companies promising faster, smarter, more innovative tech. But here’s the problem: when everyone says the same thing, no one gets heard.

If you’re a fintech business, you’re not just competing on technologically advanced products, you’re competing on clarity, trust, and relevance. And that’s where smart marketing and PR come in.

Step One: Define and Own Your Message

Before you can be seen, you first need to be understood. Fintech buyer journeys aren’t always straightforward, they often involve multiple decision-makers, long timelines, and high stakes. That’s why a strong, consistent message is key.

Start by clearly positioning yourself as a specialist, not a jack-of-all-trades. Buyers don’t want vague claims; they want specific solutions to real problems. Focus your messaging around the pain points your platform solves, not just its features. We cover this communication strategy more in our blog on feature vs. solution-focused marketing.

Next, craft a unique value proposition (UVP) that speaks to your ideal client. What do you offer that others don’t? Why should they care? If your UVP can’t be summed up in a single, compelling sentence, it’s time to revisit it.

Step Two: Build Real Thought Leadership

Being visible isn’t enough. You need to be credible. Thought leadership helps fintech companies do just that!

Publish opinion pieces or practical how-to articles on LinkedIn. Get your executives featured on podcasts, panels, or fintech events. Join industry webinars and actively contribute to conversations on emerging trends.

Don’t underestimate the power of social media, especially LinkedIn. Keep your company page active and help your C-suite leaders grow their own presence. When potential clients see your team sharing ideas and engaging with the industry, it builds trust.

Also, make your insights matter. Use your data to publish reports or whitepapers that address common industry challenges. These assets don’t just show you understand the market, they prove it.

Step Three: Master the Art of Storytelling

There can be a lot of technical jargon when it comes to fintech. APIs, latency, tokenisation... it can be a lot to decipher as a reader. But when you translate complex ideas into clear, easy-to-understand stories, you create content people actually want to read.

Start by simplifying your message. Use everyday language to explain what you do and why it matters. Need help with this one? Check out our guide to turning fintech jargon into interesting stories.

Now that you have narrative stories down pat, you can back them up with real-life examples to drive your points home. Case studies and customer success stories are powerful because they show, not just tell. 

And when you have company news to share, think like a journalist. What makes your update relevant to the wider market? How does it tie into a trend or challenge others are facing? That’s the angle the media, and your audience, care about.

Ready to take your brand to the next level? Reach out to one of our specialists today to speak about how a tailored PR/Marketing strategy can help you break through the crowded industry!