Why Capital Markets Technology Vendors Need Clearer Messaging in 2026
Capital markets companies, particularly technology vendors, have experienced significant changes in how prospects evaluate, trust, and commit to technology in 2025. A year characterised by increased volatility, risks associated with AI, long implementation cycles, and vendor lock-ins, has taught buyers to distrust broad or vague claims.
How can clearer messaging help in capital markets?
With increased demand for transparency in capital markets technology comes a need for clarity. It is no longer enough to state vague, catchy claims about what your technology achieves or how. In 2026, B2B brand messaging in Fintech needs to be built around clear evidence and real numbers.
What metrics capital markets buyers look for in vendor messaging
Some examples of numbers you can focus on are:
- Percentage improvement in speed or efficiency delivered by your solution
- Quantifiable cost savings generated for the client
- Implementation timeframes.
Once you can clearly state what you help clients achieve and how, you will already have built more trust and confidence in your brand.
Why traditional Fintech brand strategies no longer work for capital markets buyers
In 2025, we have seen a few shifts. Fintech buyers are more wary of companies that claim their product is end-to-end. This is after learning the hard way that sometimes this just translates to vendor lock-in. Almost all tech companies have claimed they are AI-powered, but people have learned this can just mean inviting a whole load of risk into the company.
Buyers are now looking for solutions and companies they can trust in the long run. This doesn’t just mean that the company will survive for years to come, but that it will innovate and accommodate changing regulatory and operational demands. It has been too long that vendors have relied on performance while forgetting to foster trust, and 2026 will see a change towards transparency and accountability.
Why capital markets prospects struggle to understand Fintech offerings
If you are asking yourself this question, it is time to create an in-depth analysis of your messages. Claims without evidence can easily become red flags in capital markets. Understand your target audience before you begin, use words that resonate, and be clear on what you mean. AI-driven is a good buzzword, but when topics can create unease, don’t leave things to the imagination. Be clear on what you mean, how and where your technology is helping and what level of control clients retain.
Why are capital markets prospects sceptical of technology vendors?
As technology vendors for capital markets become more and more embedded within the wider infrastructure, institutions become more alert to potential risks. Vendors are now creating deep partnerships, but they need to first show their worth and reliability through clear communication and accountability. For capital markets participants, failure is not an option. Vendor companies need to address the potential risks that their technology may pose, and how these risks are managed.
An ambiguous brand message will be perceived as a dangerous investment for capital markets firms. For vendors that wish to succeed, clarifying their value proposition and any external marketing will make the difference. Brand clarity and consistency for Fintechs is not a nice to have any more, it is a business imperative for 2026.
