Fintech Marketing Trends to Replicate in 2025

Fintech marketing is in the midst of rapid, AI-fuelled transformation. 95% of fintechs are increasing AI spend next year, while BytePlus predicts over $300 billion in added revenue from AI strategies by 2025. Adapting early will help ensure your business’s survival. Here are some trends to help your marketing team thrive. 

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The State of Fintech in 2025

Fintech is rapidly evolving, even projecting a market value grand total of $556.5 billion by 2030. With a growth of approximately $250 billion in the coming five years, it is essential to understand just how quickly this market is growing and changing. 

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The fintech industry is rooted in two of the fastest-moving elements in the world – technology and finance, both of which have never been stagnant. Take finance as an example. The nature of finance is diverse and volatile, and it updates daily, sometimes drastically - just ask Wall Street! 

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To keep up, fintech trends are agile and change quickly to innovations, customer requirements and emerging tech. Providing more services with less resource has become the name of the game to optimise return on investment in fintech. 

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Fintech companies have also had to build customer trust in a saturated market and educate users on complex financial concepts to maintain their footing. Of course, fintech marketing has joined the masses in employing AI as a tool for efficiency, as a way to build automation and customised customer experiences without overstretching budgets. 

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Let’s delve into the specific trends that are dominating the fintech sector this year and beyond:

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Fintech Marketing Trends 2025

AI-Powered Personalisation

Firstly, and most obviously, is the use of AI to create tailored content and personalised messaging for target audiences. Utilising AI also means that marketers can create real-time, fresh content that promotes user engagement and improves customer experience. 

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AI tools can be applied in a versatile number of ways, from automating names on a newsletter to driving customer acquisition. The more literate you become with AI, the more likely you are to find uses for it. One example of AI in action in the fintech space is Revolut, whose marketers have utilised predictive analytics to anticipate customer needs, allowing them to deliver tailored, timely solutions. The possibilities of AI in fintech are endless. 

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Educational Content around Complex Financial Concepts

People need and want to deeply understand how to manage their money properly, but financial concepts can be hard to grasp, especially for those with low financial literacy. Companies that invest in creating strong and accessible educational content for their customers increase customer engagement and loyalty. This can establish you as a thought leader and, in turn, can engender customer trust. 

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Educational content can take many different forms. For example, Chargebee posts long-form blog articles and influencer blogs to educate their readers and provide valuable insights on financial topics. 

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Meanwhile, social media platforms, like TikTok, YouTube shorts and Reddit, are full of videos and articles that educate and spread brand awareness and gain customer loyalty.

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User Generated Content and Influencer Marketing 

Another emerging trend in fintech marketing is influencer marketing. Fintech firms will partner with finance influencers online and borrow their credibility to build trust and engagement with potential customers. 

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The easiest way to put this into practice is by partnering with influencers where you offer financial products and access to features in exchange for user-generated content that puts your company in focus. 

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Acorns, a beginner-friendly investment fintech App, collaborated with YouTuber Mark Rober to create content that explains investment and financial wealth in the simplest terms using a squirrel analogy. Acorns managed to use this masterful analogy to target your customer base in a creative and still brand-friendly manner.

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Hybrid Social Strategies - Paid and Organic for Long-Term Goals

Paid advertising is only one way to come into contact with potential customers, but over-reliance on paid advertising can mean you neglect your longer-term goals. 

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Focusing on hybrid social strategies – combining paid and organic tactics – is a smart move as it enables both immediate impact and long-term brand growth. 

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Relying solely on paid campaigns is no longer sustainable. Organic content builds trust, authority, and community, while paid amplification ensures that high-performing messages reach the right audiences at scale. 

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This dual approach not only diversifies risk but also supports algorithmic learning and audience insight gathering. For fintech brands navigating complex buyer journeys and trust-sensitive audiences, a hybrid strategy ensures consistent visibility, cost-efficiency and compounding returns over time.

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High-Quality Content and Thought Leadership

Prioritising high-quality content strengthens credibility in an increasingly crowded and sceptical market. Fintech audiences are discerning and data-driven, and they expect more than promotional messaging. They want insight, transparency and value. 

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By publishing expert-led content that tackles industry challenges, regulatory shifts and emerging innovations, fintech brands can position themselves as trusted authorities. This not only attracts organic traffic and nurtures leads but also opens doors to media coverage, partnership opportunities and investor interest. In an industry where trust and differentiation are everything, thought leadership is a long-term asset with compounding influence.

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For example, HR Datahub, a salary benchmarking tool, creates whitepapers and reports, and hosts webinars to lead the conversation around pay and salary benchmarking.

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Recruitment Trends: Which Fintech Roles are in Demand?

Fintech companies are aggressively hiring for marketing roles that bridge performance, regulation, and credibility, reflecting both the sector’s maturing compliance needs and its ongoing appetite for scale. 

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One standout role is the Performance Marketing Manager with a fintech specialism, particularly those experienced in managing regulated ad campaigns on platforms like Google and Meta. With financial promotions under tighter FCA scrutiny (especially following the 2023 guidance updates), marketers experienced in scaling paid growth while ensuring ads are fair, clear and not misleading are in short supply.

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Another high-demand profile is the Content Marketing Lead with experience liaising with compliance. Rather than generic content producers, fintechs now seek marketers who can work alongside legal and compliance teams to produce value-driven, educational content that aligns with both SEO goals and evolving financial promotions rules. Roles blending journalistic rigour with product understanding, such as Brand Editors or Content Strategists with FS backgrounds, are increasingly common in B2B fintechs and crypto platforms.

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Finally, Marketing Operations and Data Analysts are no longer ‘nice to haves’. With marketing budgets under closer scrutiny and attribution becoming harder, fintechs are investing in RevOps-adjacent hires who can integrate HubSpot, Segment or GA4 with real-time dashboards to track full-funnel ROI. 

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Candidates with experience across multi-product fintechs or embedded finance platforms are particularly sought after, as they can navigate complex customer journeys involving both B2B and B2C touchpoints.

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Mega Bansal, a marketing operations professional, emphasised the importance of RevOps for fintech in her LinkedIn post. She states that RevOps is not optional for fintech, but a necessity. 

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In my experience as a recruiter, I’ve seen an increase in demand for marketer-analyst hybrids. At the same time, CMOs and directors have been looking for marketers who can scale campaigns without inflating team size. 

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How Fintech Leaders Can Future-Proof Their Marketing Function

Over the next 12-24 months, you can future-proof your marketing function by following these steps.

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Audit your team’s existing skillset

Look closely at where gaps are forming, whether it’s:

• AI literacy
• Tooling
• Understanding of user behaviour. 

Knowing precisely where your team stands helps you bridge gaps strategically rather than reactively.

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Rethink your cross-functional alignment

Make sure your product, growth and data teams aren’t isolated, but genuinely collaborate on customer interactions, using insights and analytics. This alignment ensures you’re moving in the same direction, translating complex data into actionable strategies.

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Build robust content systems 

Create frameworks to document, scale, and repurpose content thoughtfully, maximising its lifespan and relevance. Create customer lifetime value by connecting with your target audience using these systems, rather than just posting disconnected branded content.

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2025 will reward fintech marketers who are bold, strategic & future-facing

As AI reshapes the fintech landscape, marketers who blend bold innovation with deep customer understanding will lead the way. The real differentiator in 2025 will be how creatively and strategically you use technology. Is your team ready to evolve?


‍About the author:

Jacob Wickett is the founder of Live Digital, a SaaS recruitment agency specialising in fintech recruitment. He’s passionate about connecting companies with exceptional talent through expert headhunting. Jacob takes a proactive approach to recruitment, targeting both active and passive candidates to ensure businesses hire individuals with the perfect mix of expertise and cultural fit.

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