A new fintech app launches with groundbreaking features that could help thousands of people better manage their finances. But just six months later, nobody’s heard of it, and it fades into obscurity. Meanwhile, a competitor with a slightly less impressive product is everywhere, featured in some of the most prominent financial media outlets, trending on Twitter, and seeing their download numbers skyrocket.
The main difference here clearly isn’t the product. It’s how they have told their story and to whom they’ve told it.
The fintech space is absolutely packed with companies fighting for attention. The ones who come out on top aren’t always the ones building great products. They’re mastering the art of getting noticed in exactly the right ways.
The Trust Puzzle
For most industries, PR is about getting attention. The same can be said for fintech, but it’s also about getting attention while building trust, and that’s much harder.
When people trust you with their money, they need to trust you at a fundamentally different level than when buying shoes or subscribing to a streaming service. Top brands in this space understand this trust equation.
The point of PR should never be just to post a financial press release to shout about new features. The announcement needs to be more detailed, specific, and backed by clear facts. When it comes to the technicals, there is a balancing act that you need to do. You need to tell people how innovative your product or service is, but don’t just throw jargon or massively in-depth documentation at them.
Instead, show off your impressive tech, but be sure to back that up with real-world examples, use cases, and the benefits that your users enjoy.
Another way to build trust is through transparency, a trait often missing in traditional finance. Because of this, some successful fintech brands have built their entire reputation on radical transparency about fees and processes. Rather than vague claims about being “cheaper” or “better,” they specifically show how traditional financial institutions hide costs and exactly how much customers save with them.
The Key to Successful Distribution
Now that we have covered the trust factor, let’s talk about getting your story out there. Building relationships with the media and journalists can take a lot of time, which is something most fintech companies are seriously short on. That is where a fintech PR distribution service comes into play, offering a more direct path to getting featured in leading industry publications.
Instead of emailing dozens of journalists one by one, these platforms let you send your press release to multiple financial publications at once. This means you and your team no longer have to spend days on end doing outreach, keeping your fingers crossed for responses.
The added bonus is that these services often have guarantees that your announcement will be featured on a specific outlet, sometimes even guaranteeing homepage coverage. This provides a significant boost to viewership, engagement, and brand awareness.
Opting for a finance-specific PR service over a more general newswire also means you won’t be wasting spend on reaching uninterested audiences. You’ll be able to connect directly with the finance publications where your audience already hangs out. That means your message is much more likely to land because you’re talking to journalists who actually understand your project, its value, and your audience.
Remember to track which press releases perform best. Over time, you’ll start to see patterns in the data. Maybe certain topics or angles really click with your audience, and others fall flat. This insight is vital for fine-tuning your approach as you go forward.
How To Write a Fintech Press Release
Once you understand the importance of trust and have your distribution channels ready, crafting the right message becomes crucial. Writing a dedicated finance press release is not always as easy as it may sound.
Most of the news that companies put out is complex. This can make it easy for the reader to lose interest. But even if the topic seems a little dry and technical, there are things you can do to increase its value:
Lead with customer impact. Instead of starting with “We’re excited to announce our new feature,” open with “Customers can now complete transactions in half the time.”
Simplify without oversimplifying. Explain financial technology in simple language. Don’t drown people in jargon; don’t overdo it and lose the important technical details.
Include meaningful data. When you post a fintech press release, include specific numbers that tell a story (growth percentages, time saved, costs reduced).
Connect to industry trends. Sometimes, it’s easiest to ride on the back of industry trends, which makes it more relevant for reporters and readers.
When Things Go Wrong
Every fintech company faces a crisis. It’s a natural kickback when you operate in a highly disruptive space that deals with massive amounts of sensitive data and regulatory hurdles. How you respond to these situations says a lot about your brand and can reinforce or undermine the trust you’ve worked so hard to build.
When facing public criticism, average companies are more likely to become defensive. Top performers do the opposite. They take it on the chin and acknowledge concerns directly, announce specific improvement plans, and communicate openly throughout the change process.
During service disruptions, the best response isn’t just sending out a generic apology on Twitter. Instead, provide real-time updates, explain issues simply, and take meaningful steps to make things right for affected customers. This approach often turns potential reputation damage into a great opportunity to show your reliability and customer focus.
Final Word
If there is one thing that separates the top fintech brands from the rest of the pack when it comes to PR, it’s that they always find a way to create a narrative behind their announcements.
Whether focusing on the end user, overcoming a negative news story, or even finding ways to tie their messaging into their overall mission, they also make sure they are saying something worth hearing.
Keep this in mind when putting together your next fintech press release. Focus on communicating real value, building trust, demonstrating expertise, and addressing real customer needs. In an industry built on trust, how you communicate isn’t just part of your strategy. It is your strategy.
