Key Article Takeaways
- Fintech Growth Is Fueled by Accelerating Innovation and Steep Competition
- A Balanced Mix of PR and Content Are Key to Building Lasting Credibility
- Influencer and Analyst Partnerships Drive Authentic Trust
- B2B Social Platforms Are a Strategic Thought Leadership Channel
- Integrated Communications Enable Sales and Accelerate Deals
Innovation is fueling the explosive growth of fintech brands as the U.S. dominates the landscape, boasting over 42,500 fintech startups, which is, by far, the highest number worldwide. And the sector is not slowing down; the first half of 2025 recorded global fintech funding of $44.7B with 2,216 deals proving strong, sustainable growth.
The landscape is getting increasingly crowded and the need to differentiate offerings, value proposition and industry impact has never been stronger. Financial technology products and solutions, such as mobile payments, stablecoins, and embedded finance, are increasingly complex to market as they often involve abstract concepts, strict regulations, and high levels of trust.
Outbound communications in the form of public relations, industry, analyst and influencer relations and strategic content combined with social and digital strategies for amplification create “marketing gold” – a way to consistently support the buying process with important credibility.
With clear and insightful strategies brands can achieve two meaningful objectives: translate innovation to real-world benefits and position themselves as forward-looking and trustworthy to attract and retain long-term customers. They must also stay flexible and adapt to the evolving media landscape to be able to shape the industry’s conversation.
Fintech requires a tailored PR approach that highlights innovation, provides well-informed education on the offering, and builds trust and credibility among stakeholders ranging from investors to consumers. The approach should include the five key strategies:
- Establishing Strong Relationships with Trade and Non-Traditional Media.
Broadsheet’sreport found out that 82% of B2B leaders say trade media coverage directly impacts purchase decisions while 59% state it directly influences their branding positions and identity.
Highly-targeted vertical media outlets are increasingly sought after. Payments, banking, and crypto publications, for instance, reach specialized audiences and key decision makers looking for in-depth insights into the industry developments. Examples include: PYMNTS.com which grew into one of the most reputable fintech media outlets offering industry news coverage, user-generated content, expert analysis, webinars, podcasts, live broadcasts, and data surveys; and CoinDesk consistently ranking as the #1 blockchain media site globally, renowned for its comprehensive coverage of cryptocurrency news, market trends, and regulatory developments.
In addition, the rapid growth of the fintech sector necessitated the development of non-traditional news and information channels that provide deep-dive interviews and analysis of the increasingly complex financial technology landscape. We can point here to two organizations that have grown exponentially over the past few years. Upstarts Media, is a news site and newsletter developed by Alex Konrad, a former senior editor at Forbes. Upstarts Media has become a go-to place for industry scoops and in-depth analysis of tech, fintech and VC topics. Finextra serves as another example. It is a community-driven blog in which 40K+ contributors write about regulation, open banking, CBDCs, ESG in finance, etc.
- Developing High-Quality Content.
Recent research demonstrates that marketers are producing more content in 2025, with the largest group (46%) creating up to five times more than they did last year. In sectors like AI and cybersecurity, those numbers jump even higher, 98% and 95%, respectively.
PR and content creation go hand in hand to relay a strong message about a brand – they both revolve around shaping impactful narratives and influencing perceptions. Having authentically branded content can greatly impact a company’s identity. Some content examples that can help achieve that goal include:
- Blog posts that demonstrate expertise, build thought leadership through trust and credibility, and help companies position themselves as an authority.
- Whitepapers which serve as in-depth, specialized reports that educate and influence decision-makers.
- Podcasts, which unlike traditional media articles, humanize brands and create long-form engagements.
- Partnering With Influencers and Industry Analysts.
According to data published earlier this year, increasing brand awareness is the top influencer marketing goal for most B2B brands (67%). Other primary goals include raising credibility and trust (54%), boosting audience engagement and customer loyalty (37%), informing product development and co-creation (29%), and revenue growth (24%). This approach demonstrates that this authentic credibility is the cornerstone for marketing initiatives that truly move the needle as it is an engaging way to reach audiences, it amplifies brand messages and lends a personal touch that traditional media channels often lack.
A few influencers have been consistently named as the go-to resources to consider for partnerships in the fintech space. Alex Johnson is a former credit expert turned full-time fintech writer and a founder of Fintech Takes, a media brand focused on the intersection of financial services, technology, and public policy, with 22+K LinkedIn followers. Scarlett Sieber, CEO at Vantage Ventures and a fintech exec, is another worth watching. She was also named one of Forbes’ “Fintech 50,” with 25k+ followers.
Influencer partnerships have emerged as even more valuable in light of generative engine optimization (GEO) discoverability with LLMs. That is because GEO is less about keywords and more about authority, originality, and credibility – all attributes of an influential industry voice vocal on specific topics and issues.
- Maintaining Strong Presence on Social Media.
Nearly two-thirds of B2B decision-makers trust thought leadership content more than traditional marketing materials. LinkedIn, as the #1 business-focused social media platform, became the-go-to space for technology companies to demonstrate thought leadership, showcase expertise and gain credibility. Corporate brand and executive presence on social media is a must for B2B brands as the benefits are several, including:
- Building trust and credibility
- Expanding reach and visibility
- Establishing thought leadership and industry influence
- In addition to lead generation, executive LinkedIn offers enhanced customer engagement, valuable customer insights, and improved SEO
To establish strong and reputable presence on LinkedIn, for example, brands must have consistent, lasting engagement and follower growth strategies, and ensure the messages shared with their audiences are relevant and timely.
- Integrating These Efforts for Sales Enablement.
Gartner reported that 77% of B2B buyers conduct extensive research before considering a purchase and they would prefer a rep-free sales experience. The importance of impactful media is valuable when a buyer is looking for third-party validation to make a purchase decision, as these placements help a brand stand out, make a shortlist, or win a competitive deal.
This outbound communications strategy serves an important role in the sales enablement process:
- Media hits can serve as sales proof points and move deals in evaluation stages along.
- Messaging linked to relevant trends often align with buyer pain points and generate a sense of urgency in prospect behavior.
- Thought leadership builds trust and differentiates a brand as a category leader.
- Reports, media coverage and even comments on popular websites and social sites increase rankings for both SEO and LLM discoverability (GEO).
The fintech industry shows no signs of slowing down, while the media landscape continues to evolve to adapt to the changing audience preferences and behaviors. By utilizing the new outbound B2B/fintech playbook leveraging PR, content, influencer relations and social / digital strategies, brands have an opportunity to build credibility, shape market perception and fuel business growth. The key to success is creating trust, educating stakeholders and providing the sales team the validation they need to win deals.