Fintech Marketing: The Power of Tone of Voice (+3 Key Considerations)

Creative | Marketing | Technology

At the heart of every fintech is a unifying voice that feeds into the overall user experience. Whilst being service-led, they must be able to communicate the essence of their product and overarching values to their audience without sounding intimidating, or worse – boring them. 

We take a look at key things to consider in your copy when striving to stand out in a noisy, saturated market. 

  • You’re marketing to people, not robots

Keep it conversational. There’s no doubt that the fintechs doing it well have done so in making modern banking simple, fluid, and even stylish. So, in addition to a strong landing page, using the right language goes a long way.

This means opting for simplified terms wherever possible and avoiding style over substance. In other words, resist spewing financial jargon if you can help it (Monzo has nailed this).

As for format, try short and sweet paragraphs and SEO-friendly sentences where applicable to quickly steer the user towards what they need.

Accessibility is key here; if you want people to start using your product (or to continue to use it), make understanding it as easy as possible. 


  • A healthy dose of humanity

It helps to remember who you’re talking to, which, in this case, could be a number of personas. Money can be a sensitive matter, so a human touch is important. Be empathetic, by relating to your audience at key points. 

N26 do this by nurturing their audience with useful blog content relating to money worries, mortgages and budgeting, but they also tap into other lifestyle topics where they can provide value, such as how to prepare for an internship and gift guides. 

By doing this, they’re able to prove their relevance to their audience in other ways outside of money and keep them on the website for longer. And, of course, don’t be scared to use humour (when it’s appropriate!) 


  • Authenticity always wins

In a competitive, quickly-evolving space, authenticity is the only constant. These days, it’s often the messaging and values behind the brand that customers buy into. Communicating these requires transparency. 

Being transparent with your audience can look like responding to current world events, or it can look like content that depicts an average day in the life of one of your employees. 

Authenticity also means consistently communicating with users in a way that stays true to your overall tone of voice and brand guidelines. 

If you’re a fintech interested in working with us, get in touch.