Fintech — short for financial technology — has become one of the fastest-growing and most exciting spaces in the digital economy. At its core, fintech refers to the innovative use of technology to deliver financial services. But for mobile marketers, it’s more than just apps for payments or digital wallets. It’s about how technology is changing how people interact with money, and how brands can meet consumers where they are.
Why is fintech growing so fast?
Today’s consumers expect speed, security, and simplicity regarding their finances. Whether transferring money, making investments, or applying for loans, they want seamless experiences — often from their mobile devices. Fintech companies deliver on these expectations with features like instant approvals, biometric authentication, and AI-driven financial insights. As marketers, it’s crucial to understand this shift because user acquisition and retention in fintech demand trust and credibility from the very first interaction.
Benefits of fintech
Personalization and education go hand in hand for mobile marketers working with fintech brands. The financial space can be intimidating, especially for first-time users. Smart onboarding flows, intuitive app interfaces, and clear communication are non-negotiables.
Push notifications, for instance, can encourage savings habits or alert users to market movements, but timing and relevance are crucial. Overdoing it risks losing the user’s trust.
Another important aspect is security messaging. Users are highly cautious about where they store their money and financial data. Marketing messages should reinforce the brand’s commitment to safety and transparency without overwhelming users with jargon. Highlighting features like two-factor authentication and end-to-end encryption isn’t just for compliance — it reassures users and reduces churn.
Rise of fintech apps
The rise of fintech super apps in regions like Southeast Asia and Latin America has also introduced new challenges and opportunities for marketers. These platforms are no longer just about one service but integrate payments, insurance, lending, and even shopping. For marketers, this means more touchpoints and competition for user attention within a single app. Offering value-based incentives, exclusive partner deals, and well-crafted loyalty programs can help fintech apps stand out.
Statista states global fintech revenues will reach $305 billion by 2025. The market is booming, but competition is fierce. That’s why performance marketing in fintech needs to be hyper-targeted and data-driven. Understanding user behavior patterns, life stages, and spending habits allows marketers to design smarter campaigns and optimize ROI.
Conclusion
Lastly, word-of-mouth still holds power in fintech. Referral programs, ambassador initiatives, and community-building strategies can amplify brand presence and build trust organically. After all, when it comes to money, people trust recommendations from friends and family more than traditional ads.
For fintech apps looking to scale efficiently and securely, the Mobile OEM advertising playbook offers a unique edge. By leveraging pre-installed apps, native placements, and device-level targeting, fintech marketers can reach high-intent users even before they’ve opened traditional app stores. This approach not only boosts acquisition but also aligns with the trust and credibility fintech apps need to establish early. Download the playbook now!