How to make fintech expertise your No.1 marketing asset

by Mia Broughton

Share this post


Getting noticed in the competitive world of fintech can be tough. But you probably have at least one unique asset that you are not making the most of – or may be overlooking completely in your marketing.

The expertise within your business is as unique as a fingerprint and could be the cornerstone of success.

In this blog, we’ll delve into how you can identify and harness the expertise in your business to make you stand out against competitors.

Section 1: The Power of Expertise

Expertise is a powerful differentiator between the varied fintech solutions available like services and software providers. Many fintechs rely on clichéd wording or vanilla content in the hope they will appeal to the broadest possible customer base, rather than tailoring it closely to their target market or a niche to stand out.

The technology you have, its speed or number of currencies you process are not necessarily relevant and are unlikely to have much impact in making you stand out.

It’s about how you present them – “how you do it” rather than “what you do.”

The usual verbiage about simplicity, flexibility and end-to-end solution is too widely used and does not make your product unique. To most buyers, those fintech services all end up looking the same.

Explain what you do and combine that with your expertise to truly set your fintech apart from others in the industry. Focus on real-world user experience and show how you can overcome known or unknown challenges better than your competitors.

Section 2: Defining Your Expertise

Expertise in the fintech and payments industry can take many forms.

You need to narrow down to the specifics and decide what problems are you really solving for your clients.

The question to ask is ‘What expertise would offer my clients most value at which stages of their lifecycle? Where are their greatest vulnerabilities and opportunities?’ Once that is defined, you must demonstrate that expertise. Content is one of the most powerful ways to achieve this with 66% of B2B buyers saying they want content that shows expertise in their industry, and 62% are looking for case studies where you can go deep and learn about what the problem was solved. Note that expertise is most powerfully demonstrated when shown in context of the buyer’s industry.

Section 3: Gathering Proof Points

Gather proof points that prove your expertise. This can be achieved through several methods such as obtaining client case studies or testimonials, possibly from existing content, and showcasing any relevant certifications.

Utilise your own assets internally through the knowledge of your SMEs (Subject Matter Experts). These experts, with their specialised knowledge and experience, play a pivotal role but they will often not realise the marketing value of their experience. Use journalistic techniques to get them to share stories and probe for details that will add colour and credibility.

Avoid the generalisation of industry cliches. This will help to get to the heart of that you are trying present more efficiently, by cutting out the unnecessary information that is already known to your audience.

Also, don’t overlook your SMEs when planning your SEO strategy as they may be able to add valuable perspectives on what your target market is looking for.

Some useful questions to ask your SMEs might include:

  • What steps or milestones are your clients most concerned about?
  • What are the most unusual issues that you’ve come across working with clients and how were they solved?
  • What are the biggest challenges you have solved for clients?
  • And finally – who or what client case studies would best demonstrate the specific areas of expertise you want to focus on?

Section 4: Showcasing Your Expertise

A well-crafted content strategy is crucial for effectively communicating expertise. Educating your prospects and demonstrating thought leadership are important points to consider.

Diversify your content such as written and visual formats. This will help appeal and engage with the broadest range of prospective buyers.

Break down your content at different levels so it can be approached and understood in different in a sale funnel approach. Written case studies can be chunked to make the information more accessible by highlighting addressed real-world problems and initial success stories in a brief, concise manner.

The middle of the funnel involves more in-depth case studies. These become more tailored as people can specifically delve into details of the problems solved and solutions that resonate more closely with their individual industry or commercial circumstances.

This layered approach ensures that your expertise is showcased in a tangible and relatable way, emphasising real-world problem-solving and successful client outcomes.

Section 5: Rolling Out Your Expertise Campaign

Your expertise must of course be evident on your web site and social media but can be especially powerful for ABM (Account-Based Marketing).

This outreach is a lot easier when you can leverage detailed expertise to specific sectors to achieve highly targeted campaigns with meaningful narrative. You can make very good use of buyer personas which can be very effective in engaging specific prospects and drawing them through your sales funnel.


In conclusion, the role of expertise in fintech marketing is regularly overlooked. The collective expertise within your business is unique to your organisation and cannot be copied by competitors.

Think of expertise an asset that should be mined and used as the backbone of your brand. Using a third-party to help you engage with internal subject matter experts and extract insights through journalistic questioning can be useful. Ultimately, your expertise can play a pivotal role in establishing credibility, fostering trust, and defining your brand within the increasingly competitive fintech market.

Bluetrain logo
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?