Fintech Marketing Agency
14 years of fintech marketing expertise, delivered by senior marketing leaders. We know the buyers, the buying process, and what it takes to build a pipeline in a regulated market.
Why LinkedIn Ads underperform for fintechs
Most of your budget isn’t reaching your buyers
Most campaigns run to audiences that are too big, made worse by Audience Expansion being left on. You pay premium CPCs to target people who are never going to buy.
Everything is growing except pipeline
Impressions and clicks are up, form fills become known contacts, but nothing ties back to pipeline or deal stage so you can’t prove the revenue impact of the campaigns.
Launches get delayed by ads in review
Most agencies don’t write compliance-ready copy. Multiple rounds of amends lead to delayed launches, and what goes live is not impactful enough to resonate with your ideal buyer.
Your sector, our specialism
We work with regulated fintechs across payments, compliance, insurance and digital assets. You won't spend the first month explaining how your market buys, why your compliance team exists, or what you can and can't claim in an ad.
We focus on understanding your product, because we don’t need to learn your market. We already know your buyers, what they respond to and what they scroll past, so we launch campaigns with copy and creative designed to land with your audience.
Our track record in Fintech
£XXm
managed LinkedIn Ads spend since 2018
£40m+
tracked pipeline influenced by LinkedIn Ads
90%
annual revenue retention
Delivering pipeline and revenue for Fintechs
KYC360 case study: Delivering £3.2m pipeline growth with performance marketing
LegalTech case study: How a UK paid media pilot grew into an 18-month, multi-product, transatlantic partnership
Sopra Banking Software case study: Repositioning a mortgage platform for the UK market
Lenvi case study: Brand strategy and visual identity for a new breed B2B Fintech
Introduce your brand
Take a minute to write an introduction that is short, sweet, and to the point.
Why partner with us?
Access the expertise you need
Direct access to digital marketing experts - not relationship managers. We’re not just an extension of your team, we’re fully integrated and able to scale resources up or down as your needs evolve
TAILORED StrategIC ROADMAP
We’ll gain a deep understanding of your business and products or services to define a marketing strategy aligned to your unique business goals
No learning curve
We know B2B fintech inside out. With 8 years of experience, tried-and-tested systems, and a deep grasp of regulated products and the audiences you want to attract
Solving Fintech marketing challenges
Simplifying complex buyer journeys to reduce sales cycles
Engaging COOs, CTOs and Heads of Product
Developing a growth strategy whilst still delivering results
Creating a positive impression of marketing in the business
Blockchain
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Lending
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Payments
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Regtech
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Alternative finance
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Wealth tech
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InsureTech
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Blockchain • Lending • Payments • Regtech • Alternative finance • Wealth tech • InsureTech •
What makes a good fintech marketing agency?
Most fintech companies have worked with a generalist agency before. They know what that looks like: a lot of enthusiasm at the pitch stage, a slow realisation that the team doesn't know the sector, and marketing that could have been written for a SaaS business, a law firm, or a logistics company.
Fintech marketing has specific requirements that most agencies aren't built for.
The regulatory environment shapes everything.
What you can claim, how you communicate it, and how long the buying process takes are all governed by FCA FinProms rules, DORA, consumer duty obligations, and a buyer base that treats compliance as a purchase criterion. Marketing that ignores this creates risk and loses deals.
The sales cycle is long.
6sense's 2025 B2B Buyer Experience Report found that the average B2B buying cycle runs to 10.1 months, and that 61% of the journey is complete before a buyer contacts any vendor. Your marketing needs to build brand presence across that entire window, not just at the moment of intent. An agency that doesn't understand this will optimise for short-term lead volume at the expense of long-term pipeline quality.
The buying committee is growing.
Forrester's 2026 State of Business Buying found that a typical B2B purchase now involves 13 internal stakeholders and 9 external influencers. In fintech, that committee includes compliance, risk, technology, and finance alongside the commercial buyer. Campaigns built for one of those people while ignoring the rest will underperform.
Trust is the product.
Edelman's 2025 Trust Barometer puts financial services trust at 64% globally — hard-won after years of industry effort. Marketing that overpromises or is vague about outcomes erodes that trust fast and durably.
Fintech Marketing Process
01.
Marketing Discovery
Market Analysis
We’ll research your market, the drivers and shifts that could be impacting you and your audience.
Audience Definition
A deep dive into your ICP and personas, to understand their demographics and psychographics.
Competitors
Who are they, what are they saying and how are they marketing and positioning themselves.
02.
Marketing Strategy
Positioning
How can we uniquely position you versus the competition in the context of your audience’s pain points and goals.
Messaging
Create a messaging framework that aligns your products or services to the audience needs.
03.
Marketing Activation
Our fintech marketing process takes you from insight to impact, combining discovery, strategy, and activation into a streamlined approach that delivers measurable results.
Go-To-Market
A documented Go-To-Market strategy including all the key outputs from the discovery and strategy phases.
Activation Plan
A comprehensive marketing activation plan, created for each digital channel.
Roadmap
A marketing roadmap that charts your progress to achieve your goals and long term vision for marketing.
Serving all phases of Fintech growth
Start-up
Whether you need to build a brand, launch a website, or craft your first go-to-market strategy, we help fintech start-ups establish strong foundations. By outsourcing your marketing to a specialist fintech agency, you can stay lean, move fast, and focus on growth.
Scale-Up
You’ve built momentum and now need to accelerate. Whether you’re looking to plug specialist skill gaps or outsource your entire marketing function, our seasoned fintech experts bring fresh ideas and proven strategies to fuel your next stage of growth.
Enterprise
You have a strong marketing division, but resources are always stretched. Whether you’re launching a new product, running a major campaign, or looking to sharpen performance, we provide the extra resource and fintech expertise to deliver.
Richard Hoffman - Head of Marketing, Alto IRA
Curious Cat was an incredible partner to us as we rebuilt our Marketing function from the ground up. The job was a daunting one as we required support with analytics, strategy, SEO, and multi-channel paid media, but they never shied away from the work. I'd happily work with them again given the chance.
Foundations of fintech marketing
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With the increase in Financial technology companies, it’s easy to get lost in the noise. Through a process of market research, competitor analysis, and audience discovery, defining your position will separate you from your competitors.
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The buyer journey is complex, involving multiple touchpoints before a decision is made. Define a content strategy aligned to your buyer’s challenges and use a combination of channels including organic and paid channels to reach and support buyers through their journey.
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Once you have defined your audience personas, you'll understand the challenges your buyers face and how your product uniquely solves them. Creating a consistent approach to messaging will give you a memorable voice in the market.
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Only 5% of your buyers are in the market at any particular time. An always-on approach will ensure you engage and nurture 95% of buyers who aren’t yet ready to buy. When they come to market, you’ll be top of mind and ahead of the competition.
Fintech B2B Marketing Strategy
We help fintechs choose and execute the right growth strategy, whether that means creating broad market demand or winning high-value accounts
Demand Generation
Demand generation builds awareness at scale. It's the right approach when you have a clearly defined ICP, need to expand your reach beyond your existing pipeline, and want to build consistent inbound interest in your brand over time.
We design and run demand generation programmes that put the right message in front of the right audience before they've started the buying process. Research by Nielsen found LinkedIn advertising to be 5x more effective than TV and display for financial services brands. We use that channel well, and we combine it with content, paid search, and programmatic to build reach efficiently.
Account-Based Marketing (ABM)
ABM is the right approach when your addressable market is finite, deal values are high, and the buying committee is complex enough to justify building campaigns around specific accounts rather than broad audiences.
Momentum ITSMA's 2024 Global ABM Benchmark found 81% of marketers report higher ROI from ABM than other marketing initiatives. Demandbase's 2026 State of ABM report found that companies tracking buying groups per account see 48.5% higher win rates. We help you identify high-value accounts, build the target list, develop account-level messaging, and execute campaigns that reach every member of the buying committee.
Most of our B2B fintech clients need both. The right allocation depends on deal size, sales cycle length, and the maturity of your existing pipeline. We'll tell you what we think and why before we recommend anything.
Paul Whittingham - Co-Owner, Curious Cat Digital
Having spent 15 years working for B2B Fintechs, I became frustrated that agencies didn't have industry experience and therefore didn't speak the same language. We wanted access to Fintech experts, who understood our audience and could use those insights to drive our marketing strategy forward. That's why Curious Cat Digital exists.
Fintech Marketing FAQs
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Fintech marketing is the activity a fintech business undertakes to engage and attract its target audience with the goal of selling its products or services.
Fintech Marketing Strategy
Fintech marketing starts with strategy. The marketing strategy is focused on developing the fintech’s unique position in the market, which clearly aligns its products or services with the needs of its audience and differentiates the fintech from its competition.
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Fintechs use a variety of strategies and channels to advertise their products or services. Advertising is a crucial element of marketing, allowing fintechs to promote their offerings and reach their target audience. Here are some common methods and approaches used by fintech marketing teams or agencies.
Traditional Advertising:
Whilst traditional advertising is used by fintech, it’s less common than digital advertising. Some examples of traditional advertising include:
Direct Mail: Promotional materials, such as flyers, catalogues, or postcards, directly to individuals' homes or businesses. With the proliferation of emails, this can be an effective way of standing out.
Print Media: Placing ads in newspapers, magazines, brochures, or other printed materials.
Television: Commercials are created and aired during TV programs. Specific time slots or channels can be targeted based on the fintech’s audience demographics.
Radio: Ads are broadcasted on radio stations, reaching listeners based on their demographics and listening habits.
Outdoor Advertising: Billboards, posters, signage, and other outdoor displays are used to capture attention in public spaces. You’ll see a lot of consumer Fintechs advertising in this way on the London underground.
Digital Advertising:
Digital advertising is more popular amongst fintechs as it aligns with their more tech-savvy target audience and is easier to measure than traditional advertising. It also provides instant data to the marketer to make quick decisions on what’s working.
Online Ads: There are a variety of different forms of digital ads, including display ads (banners, pop-ups), search engine ads (Google AdWords), paid social ads (Facebook, Instagram), and video ads (YouTube). The type of advertising is selected according to the goal the fintech is trying to achieve.
Influencer Marketing: Collaborating with social media influencers or bloggers who have a large following to promote their products or services is growing in popularity. If the fintech wants to appeal to a particular niche, micro-influencers can be a more cost-effective way of doing this.
Email Marketing: Still an immensely popular form of advertising, Fintechs use targeted promotional emails sent to subscribers, providing information, discounts, or special offers. As email marketing continues to grow, it's crucial to ensure that the content is not only relevant but also provides value.
Content Marketing: Creating valuable, relevant and entertaining content, such as blog posts, videos, or podcasts, is still extremely effective and can also support an SEO strategy.
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Faster agency onboarding experience
Quicker time-to revenue, with less time spent testing and learning
Faster agency onboarding experience
Insights into which channels and tactics work best for your target audience
Access to an ecosystem of fintech specialists, to cater to call your requirements
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If you want to scale your Fintech brand, you need to think long term and nail down a comprehensive strategy, creating commercial catnip for your customers. That means putting yourself in their shoes, thinking like they think.
But above all, you need to be curious. Always asking questions, challenging assumptions, and exploring new possibilities for your marketing. That’s how you always land on your feet.
And it turns out that’s exactly what we do.
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A fintech marketing agency is a specialist digital marketing agency that works exclusively or primarily with fintech and financial services companies. Unlike generalist agencies, a specialist fintech agency understands the regulatory environment, the complexity of B2B buying in financial services, the channels and content formats that work for fintech audiences, and the trust dynamics that shape purchasing decisions in the sector. Curious Cat Digital has worked exclusively in fintech and financial services for 14 years, with clients across KYC, payments, RegTech, LendTech, and WealthTech.
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It depends on the channel. SEO and content marketing are long-term investments — meaningful organic traffic growth typically takes six to twelve months, but compounds significantly over time. Paid media and ABM can produce pipeline within weeks. Most B2B fintech buying cycles run to around ten months on average, per 6sense's 2025 research, so marketing should be measured against pipeline contribution over a six to twelve month window rather than leads in the first thirty days.
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The main reasons are speed and accuracy. A specialist agency doesn't need time to learn your industry, your regulatory constraints, or your audience. They can write copy that speaks to a CISO and a CFO, run campaigns on the platforms your buyers actually use, and avoid the common mistakes that generalist agencies make in regulated sectors. Practically, it means your budget goes further and the work lands better. Curious Cat Digital has spent eight years building that knowledge base specifically in fintech and financial services.
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We start every engagement with a discovery and strategy phase — market research, audience definition, competitive analysis, positioning, and messaging. That produces a documented strategy and go-to-market plan. From there we move into activation, which can mean running specific channels on your behalf, supporting your in-house team, or a combination. We report on pipeline contribution, not just traffic and impressions. And we operate on 90-day cycles with quarterly strategic reviews so the plan stays relevant as the business evolves.
Access the expertise your fintech needs to succeed
Schedule a no-obligation call to discuss how we can help solve your biggest marketing challenges and support business growth.