How to create traction and generate leads for FinTech?

How to create traction and generate leads for FinTech?

The FinTech industry is booming, that is an unappealable reality. Spain is the fifth country in Europe with the highest FinTech investment, with a budget of 245 million euros in 2019, according to a report prepared byFinnovating. However, being a FinTech and becoming the center of attention amid so much noise is not easy. In addition to having their own competition, FinTechs must compete with traditional banking and financial systems, which are well established in the market.

Before going to discover the main problems and possible solutions of FinTech, we will lay out four concepts

What is FinTech?

Fintech is a term used to describe financial technology, an industry that encompasses any type of financial services technology, from businesses to consumers. Fintech describes any company that provides financial services through software or other technology and includes any application, from mobile payment applications to cryptocurrencies.

n general terms, Fintech describes any company that uses the Internet, mobile devices, software technology or cloud services to perform or connect with financial services.

Many Fintech products are designed to connect consumer finances with technology for ease of use, although the term also applies to business-to-business technologies.


Everything, from a consumer's ability to connect to the Internet and view their financial transactions to applications that allow them to pay their friends, or tools that allow financial institutions to make quick loan decisions, are part of the evolution of financial services. . Investors' ability to do their own research, choose stocks, and see their portfolio performance in real time is also an example of FinTech in action.

FinTech is empowering consumers to take charge of their financial lives, leading to greater financial education than ever. Advanced technology is tearing down old silos and helping to advance financial and consumer outcomes.

FinTech Examples

Fintech is changing the world of finance for consumers in multiple ways. For example, you can now open a bank account over the Internet, without physically visiting a bank. The account can be linked to a smartphone and used to monitor transactions. You can even turn your smartphone into a "digital wallet" and use it to pay for things using money from the account.

Fintech is also rapidly changing the insurance and investment industries. Auto insurance providers now sell "telematics-based" insurance where the policyholder's driving is monitored using data collected through their smartphone or a "black box" installed in their vehicle. These data can be used to determine how much should be paid for an insurance policy. In the future, it will be to buy short-term insurance or "pay as you go".

Technological advances mean that consumers can also invest over the Internet without any face-to-face interaction. Over time, automated financial advice or "robotic advice" may be obtained with little or no human interaction.

The unpleasant challenge of FinTechs in their growth

Fintech companies face a bitter sales problem and what is really surprising is that few of them put the same effort into sales as they put into product or financing, especially in the B2B space.

Key factors in developing meaningful connections with prospects are credibility, trust, and education, but the problems here are:

  • Brand recognition - credibility - is not strong for Fintech companies
  • It is difficult to convince potential buyers to adopt an unknown product - trust - or unpredictable.
  • A certain buyer education is necessary for you to adopt innovative solutions, but there are still many people who don't know how to use a smartphone


So, How to solve the customer acquisition problem for Fintech?

The answer is to help. Start helping your potential customers with the problems that your product solves. For example, creating content around the problem you are solving, that way you attract questions and discussions and from there you build.

Indeed, when it comes to Lead Generation in an audience that needs credibility, trust and education, nothing is as effective as content marketing. In recent years, many Fintech companies have emerged that are struggling to excel. Learning to generate leads as soon as possible should be, for all of them, a priority objective.

Why don't the other marketing strategies work at FinTech?

We have talked to you about content marketing and it is, in the opinion of the experts, the best option to start generating leads. The question that you will have asked immediately is: and why the rest of the strategies have not worked? How about costly investments in trade shows or one-off advertising campaigns? The truth is that these actions are very useful to generate potential customers at that time and in that place, but they are weak if we talk about the long term.

A good content strategy, focused on publications through our blog and social networks, is much more effective than one-off action, however expensive it may be. The articles will continue to be there for a long time and, if they are good, they will be the best lead generation strategy you have ever considered.

What kind of content can I create to generate FinTech leads?

Let's get to work. We have talked about generating content, but where to start? How to start generating leads as soon as possible?

1. Create videos, tell stories

During the COVID-19 quarantine, video consumption has increased considerably. YouTube, for example, has doubled its market share with almost 16% of the total. A study by Sandvine, focused on this very particular period. However, YouTube and multimedia content have been the kings of the mambo for years. Under normal circumstances, the latest data we have indicates that a third of Internet users watch videos on YouTube.

82% of users watch videos on Twitter and 42% of those who connect to Facebook also prefer them. We like and are attracted to the content that comes to us in video format, so ... you can start here.

Luckily, creating a video today does not require large media. There are simple tools, especially designed for people who do not have much editing knowledge. Telling an interesting story can have a big impact on your future clients. In addition, you can use tools that offer the possibility for the user to register with their email to access the content. You can take a look at Vine, Cameo, Videolicious, Wideo, Bambuser o The Mad Video.

2. Bring your blog to life (once and for all)

Blogs are an essential resource to generate leads in the Fintech sector. And in many others. This may sound like very basic advice, but it is not. Ask yourself, how much time and effort is it costing you to publish content on your blog? For what strange reason do I never have time to write? Why can't I find the professional I need to create quality content?

Don't be surprised by the answers. This is a very common problem, not only in Fintech companies. You only have to check it out for yourself: many blogs remain out of date, so that your potential clients do not have the opportunity to check how much you know about your sector, how you do it and what solutions you can bring to their lives. As simple as that.


In the case of Fintech, it is important to create articles that help build trust, gain credibility, and help your potential clients learn what your company is like, how it can help them, and who are the team members who are trying to provide a solution. to your problems.

In addition, the blog is a perfect space to create CTAs, encourage subscription and obtain the consent of people who may be interested in receiving your newsletter, presenting initiatives, products, services or other content with added value, such as ebooks.

3. Generate content, generate opinion

Have we already talked about how important people are, also in your organization, in the field of Fintech? In the network we can find countless platforms in which to show ourselves as leaders and provide quality information, opinions and content. One of those spaces in which, through questions and answers, you can contribute a lot of valuable information is Quora. The paths to explore are endless, so you may find a good way to show your expertise as a professional in the Fintech sector.

Lead Generation Services for FinTech

Getting there quickly counts, but staying relevant is basic. Providing consistent content, that involves throughout the purchase cycle, raises you above the noise and makes you the ally, the trusted resource, of your potential client.
Do you want to be the benchmark against which your competitors will be compared?

Get active now!

But there is more. LinkedIn is a fundamental platform to share information with other professionals in the sector, generate leads and increase your credibility. If you post information and opinions through the company's blog or your personal blog, you can share it through LinkedIn and let others look out the window of your talent.

4. Organize themes and formats well

Be very careful with turning your blog or social networks into chaos. Before getting down to work to generate content, it is important that you are very clear about what typologies you plan to address and that you attend to all possible needs and clients.

What kind of content are you going to publish? How are you going to organize them? You can create articles for your blog, talk about success stories, generate videos, offer ebooks, propose resources ... Whatever you do, make sure you take into account the people and companies: those on the other side of the screen . Addressing a merchant who is concerned about transacting online safely is not the same as addressing a small business that wants to borrow a P2P loan or an investor looking for financial information. Precisely for this reason, it is important that before you start generating content, you have created a good plan, preferably organized to the millimeter.

5. Simplify, point and write well

Having a lot of financial knowledge is not the only thing you need to face a good strategy to generate content. One of the great advantages that the Fintech world offers is, without a doubt, that of making things easier for users unfamiliar with many terms and concepts from the world of finance. You should take advantage of this trick.

That is why it is essential that when creating content to generate leads, you are able to simplify and approach concepts that, however basic they may be, should be introduced to your potential customers. If they understand you, they will come to you. And although this can be applied to all sectors, in the Fintech sector, making things clear must be a priority.

You must simplify. Write the contents well and make sure they are enjoyable, because the important thing is to reach all the people you want to reach. This also involves handing over the task of generating the content to people who are really capable of doing it. If there are people in your company's marketing team who can create content, that's fine. If not, look for the solution in an external professional or in a company specifically dedicated to content marketing that really helps you achieve your goals.


Fintech companies have injected a new life opportunity into the financial system, the growth of Fintech companies was largely driven by the complacency of financial operators that allowed them to find opportunities in empty spaces or after bad banking experiences. That said, the giants have awakened from their slumber and we will surely see how the banking sector changes dramatically in the near future.

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