The fintech industry continues to grow rapidly, outpacing many other sectors. For fintech companies, it is not just the product or story driving growth, but also how a company tells its story, which can be just as important, if not more so. In some of fintech’s most competitive niches, it can be hard to stand out, and that’s why the most innovative fintech companies are taking a bold approach to digital strategy and fintech marketing.
Disruptive digital strategies enable fintechs to break through the noise, forge genuine connections with clients, and outperform competitors that employ more traditional marketing approaches.
Defining Disruptive Marketing in Fintech
A disruptive approach to fintech marketing necessitates a willingness to challenge industry norms and traditional methods. Instead of using the formal, traditional style that banks have employed for years, it focuses on bold ideas, innovative strategies, and creative ways to capture people’s attention.
This approach fits fintech’s role as a disruptor in finance. As new entrants saturate the market, even a solid product can get lost without standout marketing. A recent study found that 69% of consumers recognize fintech brands, while just 59% are aware of new offerings from traditional banks.
Traditional financial marketing has typically relied on conventional media channels and formal messaging to establish trust and reach a broad demographic. In contrast, fintech companies utilize digital tools, advanced data strategies, and innovative technology to engage directly with younger, tech-savvy customers. This innovative marketing approach enables fintech brands to stand out by being as forward-thinking as the tools they offer.
Challenging Norms
Disruptive fintech marketing starts by questioning traditional financial practices and conventional marketing approaches. Instead of safe jargon and templated pitches, you see fintech firms strip away the clutter and embrace fresh ideas.
Stephen Roche, president of the institutional fintech platform, Saphyre, captures this mindset in describing the company’s approach to marketing that helped it land the world’s largest financial institutions as clients: “When crafting Saphyre’s marketing strategy, we started by acknowledging a fundamental truth: in fintech, ‘blending in’ is a recipe for being overlooked. The space is saturated with complex platforms, legacy jargon, and templated messaging. We knew we had to stand out — not just to get attention, but to reflect the innovative nature of our technology and the clarity we bring to financial operations.”
The payoff for challenging marketing conventions can be simple: people notice. You’re more likely to remember a tagline that makes you smile or a demo that breaks the mold. In a field where every company claims to be the next big thing, breaking free from the norm reinforces your brand as the genuine alternative. Audiences notice boldness, and you build stronger connections by showing that you operate on a different level.
By ripping up the rulebook, disruptive marketers can grab attention and prove their brand’s promise through every unconventional campaign.
Focus on Client Experience
Fintech companies know that one of their most significant selling points is providing a smoother, more intuitive experience than old-school financial institutions. Therefore, their marketing often highlights ease of use and directly addresses customer pain points.
Every campaign, webpage, or ad presents an opportunity to demonstrate how the product enhances the user’s life, whether by simplifying payments, streamlining approvals, or eliminating paperwork.
Rather than bombarding people with technical specs or financial jargon, fintech brands speak to problems that real users face — and how they solve them. This user-first approach means campaigns often tie the product’s features with the target customer’s pain points, creating relevant and empathetic content.
Disruptive fintech marketing also pays close attention to usability in the marketing itself. If a fintech app says it’s fast and straightforward, the ads must also feel that way. That’s why fintech marketers often emphasize clarity and simplicity in their materials. They use clean visuals, plain language, and straightforward calls-to-action so that potential customers encounter zero hassle from the first impression onward.
This focus on user experience in marketing has a powerful effect. It builds trust by showing customers that the company “gets it” – that it understands their pain and has designed everything, even the ads, with the user in mind.
The result is more transparent communication and a stronger emotional connection. The customer feels that the brand is on their side, here to simplify their financial life. When other brands use complex jargon and mixed messages, making things easy can become a bold differentiator in itself.
Building Community
At a time when trust in big financial institutions is often low, fintech companies have succeeded by fostering a sense of belonging and shared purpose among their users.
Whether it’s a bank for the people or a crypto platform for true believers, effective fintech brands cultivate an enthusiastic user base that feels personally invested in the product’s success. This community-centric approach can turn customers into partners and advocates, amplifying marketing through word-of-mouth and network effects.
Building a community means creating authentic relationships with users. Many fintech companies launch online forums, social media groups, or events to connect users with one another and with the company.
A vibrant community can significantly improve retention and even reduce marketing spend, though it requires genuine, ongoing effort to cultivate. A customer who feels part of a like-minded tribe is more likely to stick around and bring others along. This creates a cycle — happy users tell others, new users join, and the community continues to grow.
Moreover, a strong community gives a fintech brand resilience and credibility. When users feel a sense of ownership or camaraderie with a brand, they can defend it, promote it, and contribute content (like reviews, testimonials, or forum posts) that further spreads awareness.
It can be challenging to achieve this kind of loyalty solely through advertising; it must be earned through shared values and consistent engagement. Disruptive fintech marketing recognizes that the best marketers are often a company’s customers, and by building a true community, they can create a steady engine for long-term growth.
Leveraging Technology Creatively
Savvy fintech companies use technology and digital tools in smart, creative ways to get their message across. In contrast to traditional financial firms that might rely on slow-moving campaigns or legacy channels, fintech marketers meet customers where they are online, using everything from social media to mobile apps and beyond to make an impact.
It’s not just about using modern platforms, but using them boldly and inventively. This can mean producing viral-worthy content, using data to send personalized messages, or transforming ads into interactive experiences.
Social media plays a huge role in this approach. Instead of using social media as an extra, fintech brands make it the main stage for their message.
Saphyre’s innovative approach of combining LinkedIn and PR provides a compelling example of how a fintech can become omnipresent online. According to Roche, “Our most impactful marketing efforts have consistently come through our social media presence, particularly LinkedIn. It’s where our brand voice has truly come alive. Through high-quality storytelling and content that’s both informative and entertaining, we’ve been able to engage in real time with our audience, build trust, and shape the perception of Saphyre as a forward-thinking, transformative force in the industry.”
LinkedIn Strategy
Saphyre’s LinkedIn strategy involves sharing thought leadership videos and live discussions that garner millions of views and spark industry conversations. In fact, approximately 45% of Saphyre’s new business demo requests came directly from its social media campaigns.
This social media approach can create a two-way dialogue that traditional advertising might find difficult to provide. For instance, responding to comments can help build engagement, trust, and rapport with potential customers. It allows you to actively shape your company’s narrative, positioning it as forward-thinking.
Beyond LinkedIn and mainstream networks, fintech marketers also try new digital spaces. For instance, a fintech company launching a new product might simultaneously host a live webinar, run an interactive demo on its website, and hold a contest on Discord, all at the same time.
In some more niche spaces, companies have combined Instagram teasers, AMAs (Ask Me Anything sessions) on X (formerly known as Twitter), and influencer partnerships to generate buzz among targeted communities.
Embracing new technologies and content formats can also help fintech marketers achieve more with less. For instance, a single well-crafted video or a viral tweetstorm can drive more engagement than a costly billboard.
The innovative, digital-first style can show potential customers that a company is modern, quick to respond, and connected to what’s happening now. These are just the qualities people expect from a tech-driven financial brand.
Stand Out With Disruptive Fintech Marketing
Fintech competition is heating up, and standing out means more than just having a great product. Companies that break the mold with their marketing — by questioning old rules, putting users first, building real communities, and using tech in fresh ways — are winning attention and changing what people expect from financial services.
The companies that take bold steps in their marketing (just like they do in their tech) are the ones most likely to succeed in today’s fast-moving financial world.
Featured Image Credit: Photo by Alex Shute; Unsplash; Thanks!
