Top 7 Fintech Marketing Strategies in 2025

Recent data from Bloomberg shows that fintech ad spending has grown by 45% over the last three years. As more people turn to digital financial solutions, the competition to capture their attention and earn trust is fiercer than ever. In this article, we’ll explore the most effective fintech marketing strategies for 2025 — focusing on how to build trust, engage users, and stand out.

1. Build a Strong Brand
2. Invest in Content Marketing
3. Optimize for SEO
4. Convert Your Fintech Audience With Webinars
5. Launch a Paid Advertising Campaign
6. Implement Gamification
7. Boost Your Fintech Brand With Telegram Advertising
8. Final Thoughts

1. Build a Strong Brand

In 2025, trust is still the greatest barrier — and opportunity — for fintech brands. According to the Edelman 2025 Trust Barometer, financial technology companies experience low trust ratings in 19 out of 28 countries, particularly in markets such as Japan, the U.S., the UK, and certain EU countries.

Source: 2025 Edelman Trust Barometer

The report also revealed that cryptocurrency and digital asset companies face the highest levels of public distrust:

Source: 2025 Edelman Trust Barometer

Skepticism about the fintech industry remains high, which makes building a strong, trustworthy brand even more important. Your brand is often the first thing customers look at to decide if they can trust you with their money, personal data, and long-term financial security — sometimes, it only takes a few seconds for them to make that call.

What does a strong fintech brand look like?

Consistent Visual Identity

It's essential to keep your visual style consistent across all touchpoints: website, mobile app, emails, ads, and even customer support interfaces. Color schemes, typography, iconography, and visual metaphors should all align with your tone of voice and values. When everything looks and feels cohesive, it builds trust and makes your brand easier to recognize.

Humanized, Authentic Brand Voice

The era of formal, corporate financial language is over. Modern fintech brands speak directly to their customers and address real-life concerns like managing debt, building savings, transferring money internationally, or preparing for retirement.

For example, Chime’s tone is friendly, optimistic, and inclusive. On social media, it uses casual language, memes, and community-driven campaigns to turn financial literacy into an approachable topic.

Chime on Facebook

Clear Brand Mission & Values

Clearly define what your company stands for. To illustrate, Wise — a global money transfer platform — has a dedicated page that clearly communicates its mission. Every quarter, they post an update to show customers what the company has accomplished over the last three months.

The Wise mission

Clear Communication Around Security & Compliance

In fintech, customers don't just want innovation — they want safety. If your app looks sleek but doesn't clearly explain how user data is protected or how compliance is handled, you lose credibility fast. Transparency around security, compliance, and risk management should be front and center.

Take Revolut, for example. The company is completely transparent about how it protects users with features like two-factor authentication, self-destructing virtual cards, and constant fraud monitoring — all of which make users feel secure and confident.

Revolut

In short, customers are more likely to trust and adopt your product if it feels secure, looks professional, and resonates with their values.

2. Invest in Content Marketing

In fintech, content marketing is essential for building trust, educating users, and guiding buying decisions. Whether you're targeting CFOs or first-time startup founders, helpful and relevant content can position your brand as a go-to solution.

Types of content that drive results in fintech include: 

• Educational blog posts. Address common questions and challenges faced by your target audience. By providing clear explanations and actionable insights, you position your brand as a helpful resource.
• In-depth guides and whitepapers. Comprehensive resources that delve into complex topics. They are particularly effective for B2B audiences seeking to understand intricate financial concepts.
• Case studies. Real-world examples demonstrating how your product or service has solved specific problems for clients. They provide social proof and help potential customers envision similar success.
• Email newsletters. Regular updates that keep your audience informed about industry trends, product updates, and valuable content. They help maintain engagement and nurture leads over time.
• Interactive tools. Calculators, quizzes, and assessments that provide personalized insights or recommendations. They enhance user engagement and can guide prospects toward your solutions.

Ramp is a great example of fintech content marketing done right. Their blog offers clear, actionable advice tailored to finance teams, covering topics like spend control, automation, industry news and more. Alongside this, Ramp provides practical resources — including savings calculators, burn rate estimators, and accounting tools — that help businesses make smarter decisions instantly. This combination of helpful blog content with tools that solve real financial problems makes it easier for teams to trust the brand and take the next step.

Ramp’s resources

Strong fintech content goes beyond blogs — it includes calculators, guides, case studies, and more — all designed to solve real problems and nurture leads through complex customer journeys. Moreover, when optimized for SEO, quality content helps improve your site's visibility on search engines and makes it easier for potential customers to find you exactly when they need solutions.

3. Optimize for SEO

Google processes over 5 trillion searches each year — that’s about 13.7 billion searches every single day. If your fintech company isn’t showing up in search results, you’re missing out on a massive audience actively looking for solutions like yours.

Even more importantly, 75% of users never click past the first page of Google. So if your site isn’t ranking near the top, most potential customers simply won’t see you.

That’s where search engine optimization comes in. SEO helps improve your website and content so it appears higher in search engine results.

Optimize Technical SEO

To stand out in search results, your website needs a solid technical foundation. Make sure it loads quickly, is fully optimized for mobile devices, and has a clear, easy-to-follow structure. When your site is technically sound, search engines can find and index your pages easily, while visitors enjoy a smooth, fast experience that makes them want to stick around.

Comply with E-E-A-T Principles (Experience, Expertise, Authoritativeness, Trustworthiness)

Google uses a special term — “Your Money or Your Life” (YMYL)” — for content that can impact a person’s financial well-being, health, safety, or overall life decisions.

Since fintech content often deals with money, investments, loans, or financial advice, it falls into this category. And because the stakes are high, Google holds fintech websites to stricter standards when it comes to trustworthiness and content quality.

To build authority and improve SEO, make sure your content follows E-E-A-T principles — Experience, Expertise, Authoritativeness, and Trustworthiness. Use bylines from qualified professionals (such as CFOs or financial analysts), reference reliable sources, and be transparent about topics like compliance, security, and data privacy.

Build Quality Backlinks

By creating valuable, high-quality content, you increase the chances of other websites linking back to you. These backlinks not only drive referral traffic — visitors who arrive through external links — but also signal to search engines that your content is credible and authoritative.

For fintech companies, SEO isn’t just about driving traffic — it’s a long-term investment in trust, visibility, and sustainable growth. While it requires time and resources upfront, the payoff is lasting: consistent, high-quality leads, stronger brand authority, and reduced reliance on paid channels.

4. Convert Your Fintech Audience With Webinars

Webinars provide a live, interactive experience to engage directly with your audience — answering questions, addressing pain points, and demonstrating solutions in real-time.

What makes webinars especially effective for fintech marketing?

• In-depth education. Fintech products can be tricky to understand, especially for new users. Webinars provide a great way to walk your audience through the core features, demonstrate real-life applications, and highlight how your solution can address their specific needs.
• Real-time interaction and engagement. During live Q&A sessions, your audience can engage directly with experts, turning a one-way conversation into a more dynamic and meaningful experience.
• Lead nurturing and conversion. Webinar registrations give you valuable prospect data, so you can follow up with tailored content and help them through their decision-making.
• Increased brand authority. Hosting expert-led discussions not only educates your audience but also reinforces your brand as a credible and trusted leader in the fintech industry.

However, organizing a webinar is just the beginning — you need a clear plan to nurture the people who attend. How will you follow up with them afterward? What kind of valuable content or offers will you send immediately after the event, and how will you keep engaging them even two months down the line?

Having a thoughtful follow-up strategy turns one-time attendees into long-term leads and eventually loyal customers. Without it, all your hard work in creating and promoting the webinar can easily go to waste.

5. Launch a Paid Advertising Campaign

Paid advertising is one of the quickest ways to boost visibility, generate qualified leads, and scale growth. While organic strategies like SEO and content marketing are essential for long-term success, paid ads offer precision targeting and immediate results.

For example, here’s what Google Search ads look like when a user enters a query into the search bar:

Google Search ads

One of the biggest advantages of paid ads is that even startups or fintech companies without established brand recognition can quickly connect with their target audience. Additionally, there’s a wide range of ad formats to choose from — whether it’s search ads, display banners, video ads, or sponsored content — so you can create campaigns that meet your specific marketing goals.

For fintech marketing, some of the most effective paid advertising platforms include:

• Google Ads: Ideal for capturing high-intent search queries related to financial products and services. The platform allows you to target specific keywords and reach potential customers when they’re actively seeking solutions like yours.
• LinkedIn Ads: Perfect for B2B fintech companies targeting finance professionals, executives, and decision-makers. LinkedIn lets you tailor your ads very specifically, so you can reach people based on their job titles, the industries they work in, and even the size of their companies.
• Meta Ads (Facebook & Instagram): Great for building brand awareness and engaging with a broader audience, including younger demographics interested in personal finance or crypto solutions. Meta’s robust targeting options allow fintechs to reach users based on interests, behaviors, and demographics.

If fast growth is your goal, paid ads are the way to go for your fintech business. With the right targeting, you can see immediate results and scale faster than relying on organic methods alone.

6. Implement Gamification

Grabbing and holding your audience’s attention is a constant challenge. Gamification offers a solution — adding game-like elements to turn routine tasks into interactive experiences that keep users motivated and coming back for more.

Why does it work for fintech?

Fintech products often involve complex financial concepts or long-term commitment, which can feel intimidating or dry to many users. Gamification adds a layer of fun and achievement that makes the experience more approachable and rewarding. It taps into basic human desires for competition and recognition.

One great example of gamification is Fortune City, a personal finance app that turns budgeting into a city-building game. Users track their expenses, and every transaction helps build and upgrade a virtual city.

Fortune City

Gamification Strategies to Try in Fintech

Here are some effective ideas you can implement to start gamifying your fintech product and enhance user engagement:

• Progress bars & milestones. Show users their progress toward financial goals or rewards, motivating them to keep going.
• Points and badges. Reward users for completing actions like setting up accounts, making transactions, or learning about financial products. 
• Challenges and contests. Get users involved with fun, friendly competitions like savings challenges or investment quizzes that keep them motivated and coming back for more.
• Leaderboards. Highlight your top users or customers to create a sense of friendly competition and give people a chance to show off their achievements.
• Referral rewards. Gamify referrals by offering points or prizes for bringing new customers onboard.
• Spin-the-wheel bonuses. Add an element of excitement with spin-the-wheel rewards, where users can win prizes for taking certain actions or reaching milestones.

When done right, gamification doesn’t just entertain users; it drives deeper engagement, increases customer loyalty, and ultimately boosts conversions.

7. Boost Your Fintech Brand With Telegram Advertising

Telegram is now at 1 billion monthly users, and its highly engaged audience is what makes Telegram different from other social networks. With users jumping into Telegram over 20 times each day, it’s clear the app is a daily habit, not just a communication tool.

More and more fintech brands are leveraging Telegram marketing to reach their audience effectively. Take a look at how Altery gained thousands of targeted clicks, lowered the cost per KYC-verified user, and built a strong funnel for long-term growth with Telegram tools.

Let’s explore three Telegram advertising options that can drive success for your fintech project.

Telegram Ads

Telegram Ads are text-based sponsored messages that appear in high-visibility spots — inside public or private channels and within bots. Each ad can be up to 160 characters long, supports emojis (even custom ones), and includes a clear call-to-action button to drive engagement. For example, here’s how a Telegram ad might look inside a bot:

In addition, you can also promote your channel or bot directly in Telegram’s search results. Choose keywords your audience is most likely to use, and your ad object will appear at the top when they search those terms.

Telegram Ad account. Preview of a search ad

Benefits of Telegram Ads:

• Low competition. Since not many advertisers are using this valuable channel yet, you can take advantage of less competition and get your message in front of the right people faster.
• Cost-effectiveness. Telegram charges by CPM (cost per 1,000 impressions), starting at just 0.1 Toncoin (around $0.3). In contrast, many other popular ad networks charge significantly more for the same reach.
• Precision audience targeting. You can run ads in specific channels or bots — even those run by competitors — so your message reaches niche audiences already interested in finance and other relevant topics.
• Guaranteed visibility. Unlike platforms that rely on complex algorithms to determine which ads users see, Telegram delivers your sponsored messages directly within relevant channels and bots. 
  

In short, Telegram Ads offer a cost-effective and highly targeted way to reach your audience and expand your client’s base. 

Telegram Mini Apps Ads

Telegram Mini Apps (TMAs) are lightweight, interactive web apps that run seamlessly within Telegram chats, channels, or bots — no app downloads or redirects needed. These apps offer diverse functionalities, catering to various user needs. For example, let’s have a look at Altery — a TMA that simplifies money transfers and international payments:

Altery | Telegram Mini App

Over 500 million people interact with Telegram Mini Apps every month, which makes them a great place to advertise your fintech brand and drive high quality traffic.

Top reasons to choose Telegram Mini Apps Ads:

• Cost-effective ads. Telegram Mini App ads deliver higher ROMI with lower CPM rates compared to most other social media platforms.
• Seamless integration. Mini App Ads blend naturally into the user experience and make interactions feel smooth and non-intrusive.
• Access to Telegram Premium subscribers. With TMA Ads, you can target even paid subscribers  — over 15 million loyal Telegram users.
• Interactive ad formats. Static and GIF banners, video, native ads and even tasks — these engaging formats are designed to capture attention and motivate users to take meaningful action.

To sum up, Telegram Mini App ads deliver a fresh, interactive channel to promote fintech solutions while engaging users where they already spend time.

Telegram Influencer Marketing

Influencers on Telegram have built loyal communities that trust their opinions and recommendations. When a trusted voice shares your fintech product or service, it comes with a built-in layer of credibility that’s hard to replicate through traditional ads. And the numbers back it up — a recent survey found that 77% of people favor content from social media influencers over polished ads. 

Here’s what you can achieve with Telegram influencers:

• Grow brand visibility. Influencers already have loyal followers who listen to their advice — so when they mention your brand, it instantly gets more attention.
• Drive higher conversions. The influencers' audience is already deeply interested in their content, so when your business is promoted in a native way, their followers are much more likely to notice, click, and actually buy.
• Access Premium subscribers. Since Telegram Ads don’t appear to Premium users, influencer partnership is a unique way to connect with these valuable, loyal Telegram members.
• Improve ROI. With the right approach, Telegram influencer campaigns can generate over $6 in revenue for every dollar spent.

Final Thoughts

Marketing a fintech product isn’t just about growth — it’s about earning trust in an industry where skepticism still runs deep. To stand out, focus on educating, being transparent, and delivering real value — not just selling.