May 2, 2025
Reflections from the 2025 Fintech Marketing Conference
Speaker after speaker at this year’s Fintech Marketing Conference said the same thing in different ways: digital works.
From account-based marketing to AI-powered retention to paid social that actually drives pipeline, it was clear that the opportunity is bloomin’ massive.
So, here’s the question: what would happen if we all did it brilliantly?
It’s not a tech problem. It’s a marketing opportunity.
One panellist, Marcin Kierdelewicz , put it simply:
“The tech isn’t broken. The marketing just hasn’t caught up.”
Too many fintech brands are still stuck in rinse-and-repeat mode. Whitepaper. LinkedIn. Email nurture. Done. Same old stuff dressed in a new slide deck. But the world’s moved on. Oh and more importantly, and so have buyers.
As one speaker said: “We keep optimising for MQLs instead of outcomes. That’s not good enough anymore.”
Buyers are digital-first, research-led, and deeply discerning. You won’t win them over with the same old playbook. You’ve got to show up where they are, in video, in comments, in stories. The marketers who do? They’re not just raising awareness, they’re raising revenue.
LinkedIn tells us B2B buyers consume an average of 10 pieces of content before a decision (LinkedIn B2B Institute).
Sprout Social adds that 68% of consumers prefer brands that share authentic content on social (Sprout). Fintech buyers are no exception.
As Georgina Taylor, from Silver Agency, put it: “Digital isn’t just a channel anymore. It’s the playing field.”
Social isn’t the cherry on top. It is the funnel.
Fintech buyers use social media daily, not passively, but with purpose. They’re researching solutions, validating vendors, and checking how you behave in the wild.
| Buyer Behaviour | % of Buyers | Times More Likely Than Average |
| Trust posts by current users | 51.8% | 1.3x |
| Trust thought leader posts | 37.2% | 1.6x |
| Use company social posts for research | 49.1% | 1.5x |
(Source: GWI, Q3 2024 Enterprise Fintech Buyer Study)
As Nicole Bossieux noted:
“If your content wouldn’t impress your CFO, maybe it’s time to rethink it.”
And platforms matter. LinkedIn isn’t just a professional network, it’s where intent signals begin. Dr. Christine Bailey said: “We watch LinkedIn engagement closer than website traffic. Because that’s where decisions take shape.”
It was mentioned that about 65% of their leads come from digital channels, and they emphasised the effectiveness of LinkedIn for hyper-targeted marketing.
And it’s not just LinkedIn. TikTok, YouTube, Reddit, they all cropped up in conversations. One marketer joked: “TikTok taught me more about compliance than six weeks of webinars.”
GWI backs this up. 76.6% of enterprise fintech buyers use Instagram for research, and 71.8% use Facebook. Both significantly higher than average. And Instagram Stories? They over-index for fintech research by 69.2% (GWI Q3 2024).
Short-form, long-form, polished, raw video gets results. Don’t just tell. Show. And then show it again.
2024 Video Marketing report says:
- 88% say video convinced them to buy
- Video landing pages convert 80% better
- 66% of B2B buyers prefer video over text
(Wyzowl)
And on LinkedIn? Video drives 3x the engagement. One fintech leader shared: “We ran two campaigns, one with video, one without. The video drove 2.5x the engagement and nearly all the SQLs.”
Quick framework: What fintech videos should do
| Goal | Tactics | Format |
| Build Trust | Explainer videos, infographics, real stories | Short-form video, Instagram Reels |
| Humanise the Brand | Share staff stories, customer testimonials | LinkedIn posts, behind-the-scenes |
| Platform-Specific Strategy | LinkedIn for B2B thought; TikTok for creative engagement | Platform-native video + Stories |
| Drive Engagement | Polls, live Q&As, experiential campaigns | Instagram Stories, LinkedIn Live |
| Influencer Integration | Trusted voices sharing demos or real experience | Co-created Reels, YouTube Shorts |
| Retain Customers | Post-sale content, tutorials, product walkthroughs | Email + video, TikTok series |
Another speaker said:
“We turned onboarding into a four-part Reel series. Demo requests doubled.”
Trust is your competitive edge
Trust isn’t just about tone. It’s about tactics. Educational explainers, video tutorials, and transparent behind-the-scenes content are what build emotional connection and understanding. One campaign from Golden 1 Credit Union turned emotional storytelling into business results by showing real customer journeys. Less brochure, more “been there” energy (InfluencerMarketingHub).
And don’t forget: 68% of users say brands that prioritise authentic content earn their trust more quickly (SproutSocial).
“Fintech social media isn’t just about visibility, it’s about building relationships, educating users, and making finance feel accessible.”
Howard Dawber (Deputy Mayor of London) said it clearly:
“Buyers don’t want promises. They want proof.”
Sprout Social reports 72% of people feel more connected when employees share content. LinkedIn backs it up, cos’ employee content outperforms brand posts 2 to 1 (Sprout).
One speaker put it brilliantly: “If your LinkedIn post starts with ‘We’re thrilled to announce…’ you’ve already lost me. Tell me why it matters.”
We heard live examples at the conference, brands that took employee posts, stitched them with product demos, and created conversion-ready assets with a human face.
ABM should feel personal, not programmatic
Real ABM is about relevance and intimacy. It’s not just targeting. It’s tuning in. One pannelist said:
“We don’t do ABM campaigns. We do ABM conversations.”
ABM That Works: Trigger-Nurture-Convert
| Stage | Action | Content Format |
| Trigger | Hook them with a pain point or news moment | Carousel or video hot take |
| Nurture | Share value and insight | Blog post, interview, product explainer |
| Convert | Show impact with proof | Customer video or success story |
Also look what buyers do according to GWI:
- 34% follow work-relevant contacts – 1.3x more than average
- 21% follow company pages – nearly 2x more than most
So don’t just personalise. Humanise.
As one speaker on the ABM panel noted: “If your ABM tactic starts with a spreadsheet, start again. It should start with empathy.”
Retention starts at the first hello
You want loyalty? Treat your customers like part of the gang. Use Stories, short video clips, or even livestream Q&As to give users a voice and make them feel seen.
Real-time support matters too. In sectors where every second counts, social media isn’t just a billboard, it’s a customer service desk. Studies show brands that respond quickly to public queries on social see 3x higher loyalty and recommendation rates (42DM).
“Interactive and experiential campaigns are the future. Fintechs that blend digital and real-world experiences, and amplify them on social will create deeper bonds and lasting loyalty.”
The best fintech brands are flipping the script on post-sale silence. Instead of going quiet, they’re leaning into content.
Conference suggestions included:
- Customer storytelling via Reels and Shorts
- Live feature launches with Q&A
- Micro series with product leads
Forrester found brands that maintain post-sale comms see a 30% lift in lifetime value (Forrester).
Another speaker said: “Retention isn’t just a metric. It’s your marketing strategy.”
And let’s not forget referrals. Happy customers who are still learning and engaging are far more likely to recommend.
Don’t wait for permission
Fintech marketers aren’t lacking tools. They’re often just playing it safe.
“We’ve got the data, tech and talent. We just need the guts.”
The biggest risk? Silence. As one panellist pointed out: “No reach means no message. That’s the real risk.”
Another challenge? The brand vs performance debate. But smart marketers are blending both.
“We measure MQLs because it’s easy. But MQLs don’t sign renewals. Customers do.”
Take the leap. Be bold. Test fast. Show up more human. That was the subtext in almost every panel.
Campaigns fade. Communities grow.
Social media isn’t a platform for broadcasting anymore. It’s a place to build actual communities. One speaker from a high-growth B2B fintech said it plainly:
“If we’re not in the comments or responding to DMs, we’re not in the market.”
That means polls, Q&As, Story stickers, and posts that ask questions rather than just shout answers.
The best brands treat social like a two-way pub conversation, not a press release. They don’t hide their team, they spotlight them. They don’t gate every asset, they give the good stuff away. And they don’t just talk products, they talk purpose.
As Passionfruit 2024 fintech report put it: “People engage with people, not platforms.”
Use your team. Use your story. Use your bloomin’ humour (yes even in Finance, we have a sense of humour).
What the conference reminded us
From the “What Works” panel to “Future-Proofing GTM”, a consistent message emerged
Stop being safe.
Be strategic, be social, and make bold creative decisions rooted in empathy and evidence.
The “Generative AI” panel underscored a strong preference for responsible innovation, with one speaker noting:
“Ethical AI isn’t a compliance issue. It’s a brand issue.”
In “Retention and Loyalty”, speakers emphasised emotion and experience over efficiency alone. As one panellist put it:
“Retention is won by the brands that stay close to their customers after the sale.”
In “Go-To-Market”, the discussion turned tactical. Account-based experiences, platform testing, and multi-threaded outreach were all cited as areas of growth.
You’ve got everything you need. The content. The tech. The insight. Now it’s about showing up, consistently, creatively, and with the confidence to actually say something that matters.
As one speaker put it:
“If your marketing doesn’t make someone nod, smile or curse a little, it’s not working hard enough.”
What to do next: your 3-point action plan
- Fix your feed: Ditch corporate speak. Post video, share opinions, show your team.
- Map content to the buyer journey: Create value at every stage (with relevance, not volume).
- Double down on trust: Transparency, proof, and your people. That’s what wins.
So if your social feed is just whitepapers, webinars and weak one-liners, fix it. Because digital doesn’t just work, it wins. And the best fintech brands know the real funnel starts in the feed.
Digital works. And when done right? It’s unstoppable.