The rapid expansion of the financial technology sector means there are more fintech marketing campaigns than ever to study and more competition to stand out from.
It’s easy to see why fintech marketers might get overwhelmed.
What better way to cut through the noise and reach new customers, then, than to find out which strategies fintech experts recommend as we head into 2025?
We sat down with several financial industry thought leaders to find out their strategic views ahead of a crucial new year.
Here’s what they have to say about the fintech marketing strategies that will matter over the next 12 months.
Want to see how an expert fintech marketing strategy can help your business grow? Book a no-cost consultation with the Mint Position team and we’ll show how you can get new customers without breaking the bank.
Fintech marketing strategies: 8 tactics to watch and apply in 2025
The fast-paced world of fintech means many fads come and go.
The strategies that follow, however, are more than just fintech marketing trends, they are approaches that experts say will stand businesses in good stead over the coming years.
They’re also useful for brands at any stage of their business cycle and can be used by fintech startups just as well as for established financial companies.
Let’s take a closer look.
1. Adopt hyper-personalization (with the help of AI)
Fintech marketers have been working on more personalized marketing for some time, but 2025 could be the year where it really gets specific.
Artificial intelligence (AI) is making hyper-personalization a possibility. This is where companies can go beyond segmentation and adapt offerings and messaging to individual customers. Think not just special recommendations based on past buys, but advances like custom GPT chatbots, also known as Large Language Models (LLMs).
“AI-powered chatbots are enhancing customer support by providing instant, 24/7 assistance,” says Na’ama Sheba, CMO of B2B payments provider Mondu. “As the adoption of AI tools continues to grow, more marketers are integrating them into their daily workflows. This includes building custom GPT models and training them using existing data and assets to produce unique, customized outputs.”
So, what does this look like for fintech customers?
Well, let’s imagine they click to leave a site as the product is out of their budget and an LLM-powered bot pops up offering them a discount code. This tool could have figured out that cost was the issue based on their online behavior and would have a ready solution.
Not only would a bot like this recover lost sales, as with this example, but they’d also strike up a rapport with customers by being on-hand to answer any further queries they may have.
“This ability to harness AI for personalized marketing efforts allows fintech companies to deliver more relevant and engaging content to their audiences,” says Na’ama. “Better customer engagement and conversion rates will be the direct results”.
How can fintechs adapt their marketing strategy to this?
Fintechs will increasingly build in-house large language models that help deploy marketing content at scale, such as templates for content marketing or social media campaigns, all trained on customer data.
With more data, these custom GPT-style models will revolutionize how companies understand and interact with their target market, providing personalized messaging for each customer segment.
2. Adjust to social search trends and the rise of influencers
The TikTok tidal wave is hardly big news for anyone who stays in touch with social media marketing, but there are interesting things to note about how young people are using it to find financial information.
Social media marketing expert Ash Ahmad has two important points for fintech marketers who wish to stay up to speed. “Search on social media is becoming a major trend”, he points out. “46% of Gen Z and 35% of millennials now prefer using social media instead of Google for search, with Instagram and TikTok leading the charge. Social media isn’t just for connecting anymore; it’s a go-to tool for discovering information.”
Fintech companies looking long-term, then, will need to wake up to the fact that the majority of their customer base may not be using search engines to find them in a few years.
So, if Google SEO becomes less of a thing, how will fintechs stand out so their target audience can reach them?
Ash has a simple answer. “One effective way for fintechs to hit their social media goals and stand out is by partnering with micro-influencers, “ he says. “When done right, these collaborations can help fintechs build trust and authentically reach the right audience”.
There’s no doubt that influencer marketing is proving to be effective with 50% of marketers who use it increasing their investment in 2024, according to HubSpot. Yet don’t fintechs run the risk of compliance issues by teaming up with non-financial experts?
“The big challenge for fintechs is to cut through the noise of “fake financial gurus” and navigate tough financial regulations,” stresses Ash. “Influencers need to be trained on how to disclose financial products properly and avoid making promises or guarantees.”
How can fintechs adapt their marketing strategy to this?
Fintechs must take note of this sea-change in online search, but blend creativity with compliance.
Only by training influencers to provide trustworthy and compliant content (and avoid unrealistic promises) will fintechs navigate the tricky waters of financial regulations.
3. Use retail networks and social impact to build loyalty
Successful fintech marketing strategies both engage potential customers and build trust.
Two approaches that marry these two principles stand out in our conversations with multiple experts on the topic: targeted advertising on retail media networks (RMNs) and fostering electronic word-of-mouth (eWOM) through social impact.
RMNs have been on the radar of Na’ama Sheba who highlights their growing role in fintech digital marketing. Fintechs have been drawn to RMNs due to their huge reach and ad campaign revenue, with the latter reaching $47.3 billion in the U.S. alone in 2023.
Source: The Current
These are advertising platforms operated by major retailers like Amazon or Walmart that allow fintech brands to market their products within their ecosystem. Think buy-now-pay-later (BNPL) solutions, payment plans, credit cards, or personal loans.
“RMNs are gaining popularity due to their proximity to the point of sale, making them particularly effective for capturing consumer attention when they are most likely to make purchasing decisions”, says Na’ama. “For B2C financial products and fintech marketers, this is especially pertinent, as financing options often become a consideration during the shopping process.”
But it’s not just the average consumer that can benefit from them.
“There’s also growing potential for B2B fintechs via dedicated business webshops and marketplaces,” she says. “This approach helps fintechs connect with both consumers and businesses by using each platform’s strengths to expand the reach and boost impact”.
Electronic word-of-mouth, meanwhile, is another strategy that builds trust with consumers, but with social context. This is where customers share positive experiences organically.
Jackee Wong, Global Director of online payment provider RedotPay highlights the value of eWOM as a way of integrating social responsibility into fintech products.
“When fintech companies create products that profit while contributing positively to society, they foster genuine connections with customers, leading to organic recommendations,” says Jackee. “That’s why Redotpay’s mission to serve the unbanked community is so crucial. By highlighting our social impact —such as improving financial inclusion — we can build trust and loyalty among customers who value integrity.
How fintechs can adapt their marketing strategy to this
Trust in fintech hangs on several factors, but a reliable platform presence and social proof are two of the most important.
Advertising on trusted worldwide platforms ticks the first box and takes fintechs to customers that are close to purchase.
Finding ways for customers to promote products organically takes care of the second factor, so looking for smart ways to increase eWOM, like sharing customer success stories or user-generated content, is also an important move.
4. Place a larger focus on regulation
As the fintech industry evolves, compliance with regulations is an increasingly important part of marketing strategy.
Financial regulations like GDPR are key frameworks that marketers must follow, particularly in fledging fintech industries like Web3 and blockchain.
Jackee Wong deals frequently with these regulatory challenges and he has an important message for fintech companies when it comes to compliance.
“Web3 fintech companies should focus on transparent communication about service operations, robust security measures, and regulatory compliance to alleviate user concerns in light of multiple rug pull or similar scandals,” he says.
He outlines three important ways fintechs can do this.
“At RedotPay, we are working towards developing comprehensive user education programs to empower potential clients with knowledge,” he says. “Secondly, partnerships with established brands can enhance credibility.” Redotpay does this via alliances with top cryptocurrency platform Binance and ID tool Sumsub to name two.
“Finally, implementing feedback mechanisms to demonstrate responsiveness to customer input fosters loyalty and trust”, says Jackee. These might include customer surveys, feedback forms, live chat support, and social media monitoring.
For fintechs, investing in compliance is not just about avoiding penalties — it’s about fostering customer trust, building brand credibility, and ensuring long-term success.
5. Add gamification (marketing via apps)
People love games so it’s a welcome surprise to many when they discover they can play while managing their personal finance.
Gamification is proving to be a powerful fintech marketing strategy for companies that use game-like elements like progress bars, badge systems, and challenges to encourage customers to interact frequently with their apps.
Revolut’s leaderboard system, for example, rewards users for making transfers and payments, tapping into their competitive spirit and creating a sense of accomplishment.
They can redeem these points for exciting prizes and they also get to compete with friends, a powerful double incentive that appeals to people’s social and competitive nature.
Revolut’s gamified leaderboard
Younger demographics, especially millennials, respond well to gamified experiences, especially cashback rewards. 72% of Gen Z and Millennials say they’ll spend more if they get just 5% cashback, according to the Center for Generational Kinetics.
Source: Center for Generational Kinetic
Gamification helps fintech brands position themselves as approachable and innovative, breaking the stereotype of financial services being overly serious.
Beyond retention, gamification promotes brand awareness. Customers often share achievements on fintech social media, turning users into brand ambassadors – and providing financial institutions with free marketing.
How fintechs can adapt their marketing strategy to this
Incorporating gamification into a fintech app can revolutionize how a brand interacts with its customers.
This doesn’t need to be costly: adding simple features like progress trackers or badges for completed tasks transforms routine interactions into dynamic, rewarding experiences that keep people coming back.
6. Create immersive AR experiences
2025 could be the year when augmented reality (AR) makes a real impact on fintech marketing techniques.
Interactive and customer-centric, AR marketing brings products to life by letting customers engage with financial tools in real-time. It can demonstrate complex financial products visually or stimulate use. AR product experiences were found to be 200x more engaging following research by visual commerce platform Threekit.
So, what do these look like for fintech businesses wishing to use them?
3D models of financial products like investment portfolios are one prominent example. Customers might rotate and zoom into a 3D pie chart to see how their investments are distributed.
Breaking down complex financial concepts into interactive visuals is another. Examples include virtual financial advisors offering investment tips, or immersive simulations that help users visualize loan terms, repayment schedules, or budgeting strategies.
Filters on social media platforms like Snapchat are also growing in popularity. A superimposed savings goal tracker, for example, is an effective marketing ploy to keep a customer engaged and spread brand awareness.
Yet, fintechs shouldn’t get carried away with the glamor of AI and lose sight of solid product-driven marketing, as Jackee Wong points out.
“AR and VR may create engaging user experiences, but they often also appear gimmicky with disregard for ROI,” he says. “What actually works for most companies, including RedotPay, is focusing on delivering a solid product while employing trusted marketing tactics”.
How fintechs can adapt their marketing strategy to this
AR doesn’t have to be the domain of giant fintech firms. Open-source or budget-friendly AR development kits let small businesses design simple, interactive visuals, like virtual loan calculators or 3D budget planners, without breaking the bank.
Unity with Vuforia is one example that offers an accessible entry point into AR development.
Paired with authentic, product-driven marketing, AI tools can be a powerful way to drive engagement.
7. Leverage the age of the visual
We’ve spoken about how short-form video shows its power via social media feeds, but the same concept applies to all forms of content, including web pages, articles, and even whitepapers.
In today’s scrolling age, customers have less attention span. They’re likely to read long passages of text and will likely lose interest without some kind of stimulation to keep them engaged.
Visual content meets this need. Short videos are the most effective form of ROI for marketers, according to HubSpot, but infographics, images, and even gifs showing brand values are also effective.
The marketing trends with the highest ROI
Source: HubSpot
The best content is personal, but educational material is also invaluable, especially for professional fintech audiences seeking value.
Combining the two, then, is a smart move. Content like eye-catching videos and images not only engages target markets by speaking to them about their pain points but also educates them about financial concepts.
How fintechs can adapt their marketing strategy to this
Fintech companies don’t need to blow their budget on cinema-quality videos.
Instead, they can use affordable visual content tools to present informative content in a format that resonates with modern, time-constrained users. Think platforms like Canva and Visme that allow businesses to create engaging, high-quality visuals without the need for a large team or expensive software.
8. Deliver a new era of fintech content marketing
The arrival of ChatGPT had many content marketers scurrying for cover, but refusing to acknowledge the transformative impact of generative AI in fintech smacks of burying heads in sand.
Generative AI is not going to replace high-quality, authentic human content any time soon, but it is already a valuable assistant that can carry out routine tasks to free up more time for more taxing work.
So, if you’re looking to create a highly effective content marketing strategy (something fintechs need to do seeing as it’s still one of the channels with the highest ROI in 2024), then AI will play a useful role in that.
The channels with the highest ROI
Source: HubSpot
Take, for example, ChatGPT or Gemini. With the right prompts, content marketers can get a solid basis from which to build an engaging piece of content, including:
- Topic ideas
- Background research
- Headline suggestions
- Content structure/outline for blogs or landing pages
- Suggested keywords to target
Canva and Midjourney now provide high-quality image suggestions to help break up content, while SproutSocial suggests ways to create and post social media posts that best convey it to target audiences.
AI SEO tools like Clearscope, meanwhile, help optimize content for search engines by analyzing search intent and providing insight into content gaps, making it easier to improve SEO for financial services, which tend to be very competitive and serve specific search intents.
The hours saved from carrying out these routine steps can instead be providing value only humans can deliver, such as creating journalistic-quality writing and collecting unique expert insights.
