7 PR Strategies for Fintech Companies

In April 2025 Revolut was fined €3.5 million by the Bank of Lithuania for shortcomings in its anti-money laundering (AML) controls. The bank, which regulates fintech operations in Europe alongside the European Central Bank, identified “violations and shortcomings in the monitoring of business relationships and transactions” that meant it did not always properly detect suspicious activity carried out by customers.

While the $45bn-valued company remains one of Europe’s largest fintechs, the fine generated widespread media coverage and raised questions about governance and compliance in the sector. It is a reminder that in financial services, reputation is shaped as much by how issues are communicated and managed as by the underlying technology.

That is where PR has a role. The Revolut case shows that even the most recognised fintechs are vulnerable when communication around compliance and governance is unclear. Customers want reassurance that their money is safe, regulators want to see accountability and investors want to back businesses they can trust.

PR will never fix underlying compliance failures, but it can determine how those issues are understood and judged. Visibility is part of the equation, but effective PR goes further. For fintech leaders exploring the role of PR, these strategies show clearly where it adds value.

1. Simplify the complex

Fintech products often rely on technology and models which are difficult for customers or investors to grasp. Topics such as blockchain or machine learning in credit scoring can feel like another language and far removed from everyday experience.

Through case studies, content and thought leadership, PR can help to make these subjects accessible, turning complex topics into clear messages. When people understand the value, intentions and function of a product, they are more likely to trust it. This can accelerate adoption.

When we worked with StrikeX, a UK blockchain start-up, this was the challenge. The company’s self-custody wallet was simple to use, but the underlying technology – blockchain and tokenisation – was still unfamiliar and can be mistrusted by mainstream audiences. Through a PR campaign which combined thought leadership, expert commentary and a high-visibility launch in central London, we helped StrikeX explain its proposition in plain terms and generate confidence in the product, achieving more than 2,000 downloads in the first two weeks.

2. Earn trust before scaling

Many fintechs only start to address trust once they have grown – but the research suggests it matters from the outset.

Edelman data published in 2020 found that while 64% of people said they trusted banks, insurers and wealth managers, trust levels fell sharply for fintechs; 47% for peer-to-peer and digital payments, 48% for blockchain and crypto and 49% for digital wealth and robo-advisory firms. Concerns around data privacy, limited regulation and sector scandals were all key drivers of this distrust. These figures may have shifted since 2020, but it shows that fintechs must work harder to build credibility than established financial institutions.

PR helps to establish that foundation; independent media coverage, expert commentary and visible partnerships create credibility signals which marketing spend can’t buy.

When we worked with Deko, a buy now, pay later provider for SMEs, the objective was to strengthen its reputation in a competitive and scrutinised sector. By securing commentary across key retail markets and highlighting Deko’s multi-lender model, we positioned the business as a trusted and knowledgeable partner. This expanded its reach and directly supported new client acquisition.

3. Shape your story ahead of regulators

Fintech operates in one of the most closely watched environments in business. Regulation can create opportunity, but it can also present risk if companies are seen as reluctant or unprepared to engage. How a business communicates in this space often shapes whether it is viewed as forward-thinking and responsible or defensive and reactive.

PR gives fintechs a way to participate constructively in the regulatory conversation. Proactive commentary, transparent messaging and visible collaboration with policymakers can demonstrate leadership rather than leaving a company defined by external scrutiny.

When we worked with HPD Lendscape, a global provider of secured finance technology, regulatory confidence was central to its positioning. Through country-specific campaigns, thought leadership and engagement with financial media, we helped the business show how its solutions addressed the challenges faced by banks and lenders. This built visibility in regulated markets and strengthened its profile as a trusted technology partner.

4. Using PR to prove credibility through evidence

With so many fintechs competing for attention, being visible does not automatically translate into being trusted. Credibility comes from proof. Customers, investors and partners look for signals that a company is what it claims to be – and PR is the vehicle which can show those signals to the market.

Analyst mentions, awards, customer case studies, original research and third-party commentary all carry weight. Left buried on a website, they are easy to miss. PR ensures they are seen, understood and reinforced across the right channel, building recognition and trust over time.

5. Visibility in a crowded market

Fintech is one of the fastest-growing industries in the UK, valued at USD 18.57 billion in 2025 and forecast to more than double to USD 38.45 billion by 2030. In such a competitive space, if you are not visible, your competitors will fill the gap.

PR can help individual fintech brands stand out from their competition. It can put your brand into the right conversations, shape commentary on emerging trends and ensure that when people talk about the future of finance, your name is part of the discussion.

At Sapience, we bring every part of communications together to increase and amplify visibility. PR strategies are fully integrated with wider services including digital PR, SEO and content creation. By aligning these disciplines, we make sure fintech brands reach the right audiences, through the right channels, with content that is responsive, responsible and engaging. 

6. Connect PR with sales goals

PR is often seen as separate from the sales funnel, but it really shouldn’t be. For fintechs under pressure to grow, PR can be an important device to drive pipeline – but alignment is essential. A good PR strategy should increase visibility which translates into engagement, leads and ultimately revenue.

PR can support lead generation and help to move buyers through the funnel by positioning products in the right sectors, highlighting customer success stories and generating coverage which sales teams can use as validation. By mapping coverage and content to buyer pain points, it can make sales conversions easier. It should also be one part of a wider sales and marketing strategy which also includes targeted content, LinkedIn outreach, social media campaigns and tailored email sequences.

At Sapience, our lead generation work combines PR with SEO, digital marketing and corporate comms to ensure fintech brands are visible to the right audiences at the right time.

7. Proactive crisis communication

The collapse of Wirecard in 2020 shows how quickly trust can unravel in fintech. What was once seen as a European success story fell apart almost overnight when it emerged that €1.9 billion reported on its books simply did not exist. Auditors and regulators were accused of missing warning signs and the scandal shook confidence beyond Wirecard. Other payment providers felt the backlash, as investors, regulators and customers began to question how reliable fintech business models and governance really were.

Crises will happen be they compliance failures, cyber-attacks or service outages – but the difference lies in preparation. Proactive crisis communications means anticipating risks, closing gaps in contingency planning and making sure facts are presented clearly to stakeholders and the media. By building trust with audiences in advance (as discussed in two, three and four) it gives brands the credibility to be heard when problems arise.

At Sapience, we build crisis planning into communications strategy from the outset. Our team has decades of experience working with C-suites and boards, advising on how to anticipate threats, strike the right tone and keep audiences informed. We use tools to monitor and anticipate the trajectory of stories, prepare tailored crisis management plans and train in-house teams to respond effectively.