Fintech is shaking up the finance industry. But it’s tough to build trust in an industry where so many people still rely on traditional banks. If you’re leading a fintech brand, standing out and earning your audience’s trust doesn’t happen overnight. It takes strategy, consistency, and a solid PR plan that genuinely connects with people. Here’s what we’ve learned along the way, and how you can start applying these strategies today.
1. Thought leadership: Show you know your stuff
In fintech, trust is earned by proving you know the ins and outs of the industry. Customers need to see you as an expert who understands what’s going on behind the scenes. That’s where thought leadership comes in. Publish articles, whitepapers, or even quick-hit blog posts about trends or regulatory shifts that affect your users. Don’t make it a data dump—focus on what they care about.
Practical tip: Get your insights in front of the right eyes. If you’re targeting small business owners, try pitching to outlets like Entrepreneur Philippines. For crypto enthusiasts, BitPinas is a solid choice for simplifying blockchain and cryptocurrency.
2. Make finance less scary with customer education
Money matters often stress people out. And if your fintech platform offers complex financial services, it’s easy for potential customers to feel overwhelmed. One of the best ways to break through that barrier is by making education a core part of your PR strategy. A content hub on your site filled with easy-to-follow guides, video tutorials, and webinars goes a long way toward building trust.
Take this one step further—think interactive tools like savings calculators or spending trackers. Let your users see how they can benefit from your platform in real-time. And if you host live webinars where experts break down complicated financial topics and take questions? Even better. Your customers feel heard and walk away smarter—plus, those sessions can be recorded and repurposed as content that keeps delivering value.
3. Get personal with localized influencer outreach
We all know how different financial needs are depending on where you are in the world. A one-size-fits-all approach just doesn’t work. For example, if you want to connect with overseas Filipino workers (OFWs), target influencers who speak directly to the pain points they face, like high remittance fees or unreliable cross-border transfers.
Here’s the deal: In the Philippines, Facebook reigns supreme for financial discussions, with over 100,517,500 active users. Meanwhile, LinkedIn is great for targeting corporate professionals and entrepreneurs. TikTok might seem like an odd choice for finance, but it’s quickly becoming a go-to platform for digestible financial advice. Matching the right influencers with the right platform is how you make sure your message sticks with the people who need to hear it.
ALSO READ: Leverage Influencer Marketing for your Social Media Strategy
4. Strategic partnerships: Increase your visibility
You don’t need to build everything from the ground up to grow. Partnerships with established companies can fast-track your reach, giving you access to new customer bases and enhancing what you already offer. But here’s what we’ve learned—don’t just sign on for a logo swap. Co-create something valuable together.
Let’s say you partner with a fitness brand. Instead of just cross-promoting, build an experience that connects both worlds. Maybe users can get financial rewards or discounts for reaching certain fitness goals, or they can unlock investment perks by staying active. This integrates your fintech into their daily lives in a way that makes sense.
5. Tell stories with your data
Your data on user trends, spending habits, or market shifts all tell a story that media outlets love. Quarterly reports on post-pandemic spending patterns or the rise of digital wallets across generations can catch the attention of journalists and publications alike.
But don’t just throw numbers out there—package them in a visually compelling way. Infographics, interactive dashboards, and data-backed reports make it easy for the media to latch onto your story. Or better yet, host an industry roundtable discussion, where your data serves as the conversation starter among experts, making your brand the facilitator of meaningful dialogue.
ALSO READ: Why Data Visualization is a Powerful Storytelling Tool
6. Have a crisis plan
Fintech runs on trust, and nothing erodes trust faster than a crisis. Whether it’s a data breach, service outage, or negative press, how you handle these situations can make or break your brand’s reputation. The key here is preparation. Have a crisis communication plan ready before disaster strikes. Be ready to update your users quickly and transparently, whether it’s through app notifications, email alerts, or SMS.
What we’ve learned: Reassure your users early and often. If a breach happens, explain what went wrong, what you’re doing to fix it, and how you’re protecting their data in the future. After the dust settles, don’t forget to rebuild trust—talk about new security measures or improved service protocols, and offer fee waivers or loyalty rewards to keep customers on board.
ALSO READ: From Crisis to Opportunity: Transform Negative Press into Success
7. Turn awards into PR wins
Winning an award isn’t just about adding a trophy to your shelf—it’s a PR opportunity. Here’s the thing: Don’t just tell people you won. Show them why it matters. How does your recent innovation award make your product better for your users? Did you get recognized for security features? Tell the story of how you’re protecting your customers’ money and data.
Look at Maya, a leading fintech in the Philippines. They didn’t just brag about winning “Best Digital Wallet App”—they used it to talk about their commitment to financial inclusion and innovation, which resonated with their audience. The lesson here? Use your awards to strengthen your connection with your users and show them the value you’re delivering.
Wrapping it up
Fintech is a fast-moving space that revolves around building trust, creating real value, and making your brand indispensable to your users. From thought leadership and education to data-driven stories and strategic partnerships, these PR strategies are designed to help your brand connect with people in a meaningful way.
What’s the next step you’ll take for your fintech brand?
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M2.0 Communications is a Public Relations Agency that specializes in business, technology, and lifestyle communication. We offer a range of PR services including corporate communications, media relations, social media marketing, influencer marketing, and video production. Learn more about our work on our case studies page.
