The fintech sector is one of the most dynamic, competitive and highly regulated spaces in the financial services world. Innovation moves fast, but trust moves slowly. For fintech startups and established firms alike, telling the right story to the right audience at the right moment can mean the difference between exponential growth and getting lost in the noise.
That’s where the right fintech marketing or PR agency comes in. But here’s the challenge: not every marketing or PR firm understands the unique nuance of promoting financial services. And in fintech, nuance isn’t optional; it’s everything.
This article will help you understand how to choose a fintech marketing or PR agency, what questions to ask and why industry expertise is the deciding factor between wasted spend and meaningful impact.
Why Industry Expertise Should Be Non-Negotiable
Financial services marketing isn’t like consumer packaged goods or retail. Your agency partner needs to understand compliance, regulations, the fast pace of fintech adoption and how to position a brand in a crowded, often skeptical marketplace.
When evaluating agencies, ask:
- Do they have proven experience with financial PR agencies or fintech PR specifically?
- Can they showcase studies in banking, payments, blockchain or wealth management?
- Do they speak the language of both finance and marketing fluently?
At Communications Strategy Group (CSG), we believe excellence stems from experience. A financial PR agency without fintech expertise may struggle to capture your story with the credibility and clarity it requires.
Key Questions to Ask a Fintech PR or Marketing Agency
Before you sign with an agency, you need to ask hard questions that reveal whether they can deliver. Here are the most important ones:
- What fintech or financial services brands have you worked with before?
Look for specific experience in payments, banking, blockchain or wealth management. - How do you measure success?
The best fintech marketing agencies track more than vanity metrics. They connect PR and marketing to business outcomes—funding rounds, user acquisition, partnerships and market share. - What is your approach to financial services digital marketing?
A strong agency understands integrated campaigns—SEO, content, thought leadership, media relations, social media and demand generation. - How do you handle compliance and regulatory considerations?
Messaging in finance is delicate. A misstep can lead to fines or reputational damage. - What makes you different from other financial PR companies?
The right partner will articulate their differentiation clearly—whether it’s behavior design, deep fintech specialization or proven success stories.
Fintech PR Agency Specializing in Crisis Communication
Crisis in fintech isn’t a matter of if but when. A data breach, a compliance issue or a sudden market downturn can spark headlines in minutes. Choosing a fintech PR agency specializing in crisis communication is crucial for protecting brand reputation and customer trust.
The best financial PR firms will:
- Offer 24/7 response protocols
- Train your executives in media readiness
- Craft pre-approved messaging frameworks
- Build a playbook tailored to fintech risks
A financial services marketing agency without crisis expertise might help you grow in good times, but leave you vulnerable in bad ones.
Fintech PR Agencies Specializing in Payments
Payment companies live at the crossroads of technology and trust. With heightened competition from legacy players and disruptive startups, your agency must understand the complexities of payments—from transaction speed to consumer security to evolving regulation.
When assessing a fintech PR agency for payments, ask:
- Do they know how to position trust and reliability as differentiators?
- Have they built campaigns that highlight innovation while maintaining compliance?
- Can they speak to both B2B and B2C audiences effectively?
A marketing agency for fintech payments must be fluent in two languages: technology and human behavior.
Fintech Marketing and PR Agencies for Blockchain Companies
Blockchain firms face a unique challenge: educating audiences on an often misunderstood technology while differentiating themselves in a crowded space. Not every financial PR agency is prepared for that.
The best fintech PR agencies for blockchain will:
- Translate complex technology into clear, compelling messaging
- Build credibility with mainstream and financial media
- Leverage thought leadership to position executives as trusted voices
- Address regulatory uncertainty proactively
Choosing a fintech marketing agency that specializes in blockchain means choosing a partner who can create a connection between innovation and adoption.
How to Promote Financial Services: Best Practices for Fintech PR and Marketing
Beyond niche expertise, the best financial PR agencies and fintech marketing firms will guide you on broader financial services marketing strategies:
- Lead with Education: Build trust by clarifying, not complicating.
- Emphasize Thought Leadership: Position your executives as experts.
- Leverage Integrated Campaigns: PR, content marketing, SEO and digital demand generation must work together.
- Tailor Messaging by Audience: Investors, regulators, customers and partners each need a different story.
- Measure What Matters: Connect marketing metrics to business growth—funding, adoption, retention and partnerships.
What to Look for in a Fintech PR or Marketing Agency
Here’s a condensed checklist when evaluating potential partners:
✅ Proven experience in fintech, financial services or asset management
✅ Strong track record in PR for financial services and digital marketing
✅ Specialized capabilities in payments, blockchain or crisis management
✅ Clear measurement of ROI tied to business goals
✅ Understanding of compliance and regulation
✅ A strategic framework that integrates PR, marketing and behavior design
Finding the Right Partner
At CSG, we’re not just another financial PR firm. We’re a full-service strategic communications and marketing agency specializing in fintech, asset management and financial services. Our approach blends the science of behavior design with the art of storytelling to transform intent into action. When strategy, specialization and sophistication intersect, the result isn’t just visibility, it’s impact.
Choosing a fintech marketing or PR agency is one of the most important strategic decisions your company will make. The right partner won’t just promote your services, they’ll help you define your voice, navigate regulation, build trust and accelerate growth.
Ask the right questions. Demand industry expertise. And when you’re ready to capture attention, create affinity and cultivate champions, CSG is here to help.