Anyone who works with money needs one thing above all, and that is trust. Fintechs, neobanks, insurtechs and investment platforms earn it in the media by speaking openly about risk, explaining finance in plain language and putting real experts in front of journalists. Good fintech PR does not sell returns. It offers orientation.
Why is the finance sector so sceptical?
Financial journalists have seen a lot. Collapses, inflated promises and providers that grew faster than their controls have made newsrooms cautious. Add to that an audience that looks particularly closely when money is involved. In Germany and Austria, many people value security more than the last decimal point of a return. For young finance companies, that means earning credibility before talking about growth.
What builds trust in fintech communication?
Transparency about regulation and risk
Licences, supervision, deposit protection and custody belong in every company description, not in the small print. Say openly who supervises you and what risks a product carries, and you take the sting out of critical questions. Journalists appreciate providers who raise the risks themselves.
Faces with expertise
A founder with a banking background, a chief risk officer or a product lead who can explain complex processes simply will always outperform a glossy campaign. Interviews and guest articles on interest rates, pensions, payments or fraud prevention demonstrate competence, even when your own product barely features.
Plain language
Many people find financial topics off-putting. Translate the jargon, work with examples and put numbers into context, and you reach consumer and advice media that would otherwise steer clear of the sector. A good test is whether your press release would make sense to the readers of a regional newspaper.
Data instead of superlatives
Words like revolutionary or disruptive tend to trigger suspicion on finance desks. Concrete figures on user behaviour, anonymised analyses or your own survey on saving habits, by contrast, carry news value. They turn a company into a source rather than an advertiser.
Which media matter for fintechs?
The range is wide. Business and finance media reach investors, partners and decision-makers. Trade portals for banking, insurance and wealth management speak to the industry. Consumer and advice formats, podcasts and personal finance communities reach customers directly. Covering all three levels builds trust wherever decisions are made.
What if something goes wrong?
In finance, an outage, a data breach or critical coverage can spread quickly. A crisis plan with clear roles, agreed holding statements and a prepared spokesperson is therefore basic equipment for any fintech. Companies that communicated openly in good times find a more receptive audience in difficult ones.
The same calm tone pays off for funding rounds, new licences or partnerships with established banks. A solid milestone, well explained, carries more weight in this environment than any loud announcement.
See how your finance business currently shows up in the media and AI search with our free PR analysis.
Frequently asked questions
What is fintech PR?
Fintech PR is media relations and public communication for financial technology companies such as neobanks, payment providers, insurtechs and investment platforms. Its focus is trust, transparency and accessible expertise.
Which topics work well for fintech PR?
Advice on saving, pensions, payments and fraud prevention, original data on financial behaviour, and commentary on interest rates, regulation and market trends all work well.
How should fintech PR handle regulation?
Openly. Supervision, licences and risks are named clearly. Statements about returns and products should be legally reviewed before publication.
