Markets we know
Fintech marketing where confidence is scarce
Confidence is scarce and every claim gets tested. Both the proof and the patience are the job.
Start a conversationWhat it is
Financial services marketing is search and reputation work for fintech companies, financial advisers and the wider financial services world. The buyer is careful and sceptical, and for good reason. They compare providers, read the fine print and increasingly ask AI assistants before they speak to anyone. On top of it sits the FCA, whose financial promotions must be clear, fair and not misleading, and whose Consumer Duty asks firms to act in good faith and avoid foreseeable harm across the whole customer journey. The work is being visible where the careful research happens, making claims that hold up to scrutiny and building the confidence that turns a sceptical comparison into an enquiry. This page covers what changes in financial marketing, who we work with and the work we do here.
The rest of this page covers what changes in financial services, who we work with and the questions we get asked most.
What changes in financial services
Every claim has to hold up
The FCA requires financial promotions to be clear, fair and not misleading. That means balanced communication, proper risk warnings and claims you can actually substantiate, especially anything about performance or returns. The FCA polices financial promotions and acts when they fall short. The discipline is not a constraint on good marketing, it is the same rigour good marketing needs anyway.
Consumer Duty raised the bar
The Consumer Duty asks firms to act in good faith, avoid foreseeable harm and support good outcomes for customers across the whole journey, not just at the point of sale. In practice that means clear information instead of clever wording and fair value you can explain. It rewards the firms that show their working and penalises the ones leaning on hype.
The buyer is careful and sceptical
Nobody switches provider on a whim. People research for weeks, compare several firms, ask people they trust and increasingly ask AI assistants before they ever speak to you. Confidence in the sector is not what it was. That makes clear answers, consistent facts across the web and named expertise more valuable than they have ever been, and it makes one careless claim travel further than any campaign.
Approvals and platforms both slow things down
Promotions need sign-off from the people accountable, which usually means marketing, compliance and the business owner all have their say. Platforms add their own restrictions on financial advertising on top. The firms that move well build the review step into the workflow instead of treating it as a last-minute obstacle.
Who we work with
Financial services comes in several shapes and the work differs between them.
- Fintech companies. Product-led businesses in a competitive category, where compliance-aware campaigns and category terms decide the growth.
- Financial advisers and wealth managers. IFAs and planners who win on local search, trust and a clear explanation of what happens next.
- Broader financial services. Banking, lending and the wider sector, where every claim about performance or returns needs substantiation.
- Looking wider? The whole regulated picture is on our regulated markets page.
What we do in financial services
Content that substantiates
Pages and guides built on claims that hold up, written to survive a careful reading and a compliance check. Content marketing.
SEO and AI visibility
Structured data and plain answers so assistants recommend you accurately when people compare providers. AI SEO and GEO.
Local SEO for advisers
Map pack presence and location pages for advisers and firms that win work near them. Local SEO.
Landing pages that convert
Product and offer pages built to turn careful comparison traffic into enquiries. Landing pages.
Authority built on evidence
Digital PR and reputation work that earns attention on substance rather than adjectives. Digital PR.
Measurement you can defend
Attribution that connects activity to outcomes, clear enough to stand behind. Analytics.
The honest position
The team has worked across fintech, financial advisers and wealth managers, and the wider financial services world, which is why this market is on the list. What we have not done yet is publish a named financial case study. The first one goes on this page when real client work produces one, and not before.
What we will tell you plainly. The rules are strict and the buyers are sceptical, which means the firms that win do it on proof and patience rather than budget. We do not guarantee rankings or returns, nobody honestly can, and we report what moved rather than what looked busy.
Questions we get asked
What does a fintech marketing agency do differently?
It works inside the rules that govern what a financial firm may claim. The FCA requires financial promotions to be clear, fair and not misleading, and platforms add their own restrictions on financial advertising on top. So every claim, especially about performance or returns, has to be substantiated before it ships. The other difference is the buyer. People choosing a financial provider are careful and sceptical, and the buying journey is long. The work is built for scrutiny and patience rather than a quick win.
Can financial services firms advertise?
Yes, but financial promotions carry rules. A promotion must be clear, fair and not misleading, it needs the right risk warnings and balance, and it has to be approved by the right people before it goes out. The FCA polices financial promotions and acts when they fall short. Advertising to an audience that comes to you, which is exactly what search marketing does, is the straightforward part. The discipline is in what you say and how you substantiate it.
How does the Consumer Duty affect our marketing?
It raises the bar. The Consumer Duty asks firms to act in good faith, avoid foreseeable harm and support good outcomes for customers across the whole journey, not just at the point of sale. In marketing terms that means claims that hold up, clear information rather than clever wording, and fair value you can actually explain. It rewards the firms that show their working and penalises the ones that lean on hype.
How long does fintech SEO take to work?
Technical fixes and listings usually move within weeks. Rankings for product and category terms follow over months, and competitive fintech terms in busy markets take longer still. We report what moves as it moves and we do not promise positions or returns, because nobody honestly can. The firms that win treat it as the long game it is.
Do you work with financial advisers and wealth managers as well as fintech?
Yes. The team has worked across fintech, advisers and wealth managers, and the wider financial services world. The work differs between them. Fintech is often product-led and competitive on category terms. Advisers win on local search, trust and a clear explanation of what happens next. We shape the work to the business rather than forcing one playbook on all three.
How do clients choose a financial provider?
Carefully and with a healthy scepticism. They compare providers, read reviews and the fine print, ask people they trust and increasingly ask AI assistants before they ever speak to anyone. Confidence in the sector is not what it was, so the firms that earn attention are the ones that show their working and make credible claims rather than loud ones.
Tell us what you are trying to grow, or what is in the way. The first conversation costs nothing.