Fintech Brand Messaging

Share this post

Fintech Brand Messaging

The visual aspects of a brand are often the elements people focus on, but it is your underlying messaging that will truly resonate with your customers.

When developing your fintech messaging strategy, the message you craft should suit both you and your customers. This is so you are staying true to your brand values and mission, as well as meeting your customers wants and needs.

In this article, we will take a deeper look into the importance of a fintech messaging strategy and its 3 principles.

Let’s begin…

What is fintech brand messaging?

Marketing messaging is the words you use to communicate with your audience to convince them to do business with you.

It is through messaging that your customers can gain an understanding of your brand’s beliefs and ideas, which helps them form an opinion of your company.

Brand messaging holds more focus on communicating long term goals and building a positive brand reputation.

Your fintech’s brand messaging is incremental in helping you meet your business goals – it’s the difference between a new acquisition or sending a potential customer to your competitor.

It should be treated with the same care and attention that you reserve for visual branding. Give it the attention it deserves – craft it with care and ensure it’s tailored to your target market, addressing its pain points, and presenting a solution.

Your messaging will differ depending on the target audience – whether you’re working with B2C or B2B, or both. In all cases, it is important that your company’s message speaks to their very needs and builds a rapport with them, particularly with 59% of shoppers preferring to buy from a brand that they trust.

What’s the difference between messaging and visual branding?

Messaging is an integral part of branding, but it should not be confused with your visual brand identity.

To recap, your messaging represents your business’ underlying beliefs and values. Your company’s message makes an impression on your target market and builds a rapport with them.

However, visual branding is what defines your brand’s identity. This can be anything from your logo and corporate colours to your brand name and imagery.

Visual branding focuses on your business’s identity and offers value to your customers – setting your brand apart from the competition.

Why does messaging matter?

Your brand lives in the mind of your customers.

Making it imperative that you create a clear, consistent, and accessible message that builds trust in your brand; in turn, creating brand loyalty and business growth.

If you don’t take the time to carefully develop your messaging, you risk not being able to connect with your customers and shape the mind of your audience.

3 principles of fintech brand messaging

Let’s investigate the different elements that make up your marketing messaging…

Understanding your target audience

A brilliant marketing message will address what’s relevant to potential customers.

Ensure your fintech’s messaging addresses the problems of your customers clearly and concisely.

Then make certain that your message shows a clear path to the solution to their problem.

Value proposition

Your messaging should clearly state your business’ value proposition.

A value proposition is a statement that clearly communicates the benefits of your products or services to your customers.

Your value proposition should demonstrate your unique selling proposition (USPs) and why your customer should buy into your product/service.

In your messaging, your value proposition should be front and centre. Communicate it through social media posts, blogs, and your website.

Tone of voice

Your business’s tone of voice is equally important as it demonstrates personality.

It is how you articulate your brand’s character through words. It is not what you say, but how you say it, and the impression it makes on your target audience.

Your tone of voice is used in all aspects of your marketing, from your website to social media posts.

Consistency is key. All content you produce should have the same tone of voice. Keeping a consistent tone throughout every interaction ensures that your audience always hears the same ‘person’ speaking.

A harmonious tone of voice will build trust amongst your customers and create brand loyalty, showing you’re a reliable business to do dealings with.

Whereas, an inconsistent tone of voice will lead to your customers being wary and untrusting of your company.

An example of fintech marketing messaging

Coinbase has demystified crypto trading through its messaging.

Cryptocurrency can be complicated to comprehend; so, Coinbase decided to build its messaging around that fact.

Since they want to target the everyday investor, they explain how to invest in crypto trading in the simplest terms.

As well as providing clarity, Coinbase’s messaging talks a lot about security.

Combining those two key themes, which are crucial to its customers, helps to remove two of the biggest barriers in the crypto world: confusion and safety.


When launching and developing your fintech proposition, it’s important to think about what message you want to put across to potential customers.

Your messaging will give your target audience an insight into the core beliefs and ideas – so, you want to make sure they’re fit for you and your customers.

Messaging should not be confused with branding. Your branding and messaging should go hand in hand and complement one another.

When crafting your messaging, you must bear your value proposition, target customers, and tone of voice in mind.

If you’re a fintech start-up or an established fintech trying to re-develop your fintech messaging, get in touch. Together, we will help tell the story of your business.

Article by Blue Train Marketing

More To Explore


Are you a member of The Payments Association?

Member benefits include free tickets, discounts to more tickets, elevated brand visibility and more. Sign in to book tickets and find out more.


Log in to access complimentary passes or discounts and access exclusive content as part of your membership. An auto-login link will be sent directly to your email.

Having trouble signing?

We use an auto-login link to ensure optimum security for your members hub. Simply enter your professional work e-mail address into the input area and you’ll receive a link to directly access your account.

First things first

Have you set up your Member account yet? If not, click here to do so.

Still not receiving your auto-login link?

Instead of using passwords, we e-mail you a link to log in to the site. This allows us to automatically verify you and apply member benefits based on your e-mail domain name.

Please click the button below which relates to the issue you’re having.

I didn't receive an e-mail

Tip: Check your spam

Sometimes our e-mails end up in spam. Make sure to check your spam folder for e-mails from The Payments Association

Tip: Check “other” tabs

Most modern e-mail clients now separate e-mails into different tabs. For example, Outlook has an “Other” tab, and Gmail has tabs for different types of e-mails, such as promotional.

Tip: Click the link within 60 minutes

For security reasons the link will expire after 60 minutes. Try submitting the login form again and wait a few seconds for the e-mail to arrive.

Tip: Only click once

The link will only work one time – once it’s been clicked, the link won’t log you in again. Instead, you’ll need to go back to the login screen and generate a new link.

Tip: Delete old login e-mails

Make sure you’re clicking the link on the most recent e-mail that’s been sent to you. We recommend deleting the e-mail once you’ve clicked the link.

Tip: Check your security policies

Some security systems will automatically click on links in e-mails to check for phishing, malware, viruses and other malicious threats. If these have been clicked, it won’t work when you try to click on the link.

Need to change your e-mail address?

For security reasons, e-mail address changes can only be complete by your Member Engagement Manager. Please contact the team directly for further help.

Still got a question?