What I’ve Learned After a Decade in Fintech: 6 Lessons for Content That Converts

After over a decade crafting content for fintechs, I’ve seen what separates content that converts from content that fades into oblivion. It’s not about deep pockets, trendy buzzwords, or SEO tricks.

At its core, success hinges on deeply understanding the customer, delivering content that addresses their needs, and forging authentic connections. While this might sound obvious to seasoned marketers, I’ve learned that the real challenge lies in the execution—consistently applying these principles. Here are six lessons I’ve learned that can help fintechs create content that truly resonates and drives results.

Lesson 1: Engage Directly with Customers

The most impactful fintech content comes from direct customer interaction, far surpassing desk research or industry trend analysis. This lesson is arguably the most critical, forming the foundation for truly understanding and connecting with customers. Without this direct engagement, content risks missing the mark, no matter how well-crafted.

I leverage sales calls, industry events, and one-on-one conversations to understand customer challenges, needs, and language. Active listening reveals pain points and opportunities I’d never find otherwise. For example, I often record and analyse sales calls to pinpoint common questions and objections, or conduct post-event surveys to identify relevant topics. Making it a habit to ask customers about their content needs directly creates a feedback loop that helps create content that speaks to their realities, fostering connections, trust and driving conversions.

Lesson 2: Depth Beats Flash

In fintech, trust is built on credibility, and credibility requires more than superficial insights. The strongest content I’ve created comes from immersing myself in the industry—tracking trends, mastering technical details, and understanding customer pain points.

I’ve watched basic explainers fall flat because customers crave real answers to complex challenges. By prioritising depth and crafting material that addresses nuances and technicalities (clearly), content can win over decision-makers who value substance over style—a formula I’ve seen deliver consistent results.

Lesson 3: Collaboration Fuels Relevance

Customer-centric content thrives on real-world insight, not just desk research—a principle that builds on the direct engagement I discussed in Lesson 1. While that lesson focused on gathering insights directly from customers, this one emphasises the importance of internal collaboration to bring those insights to life.

Customer-centric content thrives on real-world insight, a principle that builds on the direct engagement I outlined in Lesson 1. While that lesson focuses on gathering customer insights, I’ve found that internal collaboration is equally vital to transform those insights into resonant content.

The top-performing fintech teams I’ve partnered with collaborate closely with product managers, engineers, and sales experts to shape their content. This teamwork ensures content addresses real needs—whether it’s overcoming regulatory obstacles, resolving operational inefficiencies, or countering sales objections. I’ve long championed bridging the gap between the product and tech experts and storytellers to produce content that resonates, showing customers you understand their world, not just guessing at it.

Lesson 4: Deliver Immediate Value

B2B fintech customers—whether payment heads, CTOs, or compliance officers—aren’t typically casual readers; they’re busy problem-solvers juggling high-stakes decisions under tight deadlines. I’ve learned that effective content must meet them exactly where they are, delivering immediate value that respects their time and nudges them toward action.

These professionals don’t have the bandwidth to dig through fluff—they need insights they can use right away to address pressing challenges, like streamlining payment processes or ensuring regulatory compliance. To achieve this, I’ve successfully used zero-click formats like LinkedIn posts with quick tips, Twitter threads breaking down complex regulations, or newsletters summarising key industry updates in a scannable format.

Leveraging owned channels (e.g., newsletters) to build a direct line with an audience, using them to share exclusive insights and resources, keeps them engaged over time without relying solely on algorithm-driven platforms.

Ultimately, as algorithms evolve in 2025, this focus on direct, actionable value will become even more critical for fintechs to cut through the noise and build trust with busy decision-makers.

Lesson 5: Clarity Cuts Through

Building trust isn't just about showcasing expertise—it's about cutting through confusion to make my audience feel confident in their decisions. Customers—whether they're payment heads, CTOs, or compliance officers—want clear, no-nonsense answers to their core questions:

What's the cost? Who's this for? How does it help? Ensuring content, especially on high-stakes touchpoints like landing pages, addresses these questions upfront with straightforward language, intuitive visuals, and transparent pricing is critical. It's about clarity; prospects must see the value quickly without wading through vague promises. I've seen ambiguity kill momentum; prospects lose interest when they can't find the answers they need, often abandoning the journey altogether. In contrast, clarity turns interest into decisions by removing friction and building trust. This principle should be applied consistently across all content to keep prospects moving forward in their decision-making process.

Lesson 6: Originality Sets the Pace

With AI flooding the digital space with generic, cookie-cutter content over the last few years, standing out in fintech requires offering what automation simply can’t: unique, human-driven perspectives. Prioritising strategies rooted in deep customer research—think detailed surveys to uncover pain points, notes from sales calls to capture real customer language, and firsthand insights from industry events where decision makers share their unfiltered challenges are key.

This approach produces content that feels original, fresh, authentic, and truly resonates with prospects by showing their needs are heard, whether through a comprehensive data-driven report or a targeted pain-point guide. In a competitive market where attention is scarce, I’ve found that this originality isn’t just a differentiator—it’s the foundation for building lasting authority and positioning fintechs as trusted thought leaders who deliver genuine value.

Looking Ahead

Fintech content thrives on precision, not volume. From my extensive experience, I’ve observed that the most successful content—and the industry leaders behind it—consistently place the customer at the heart of their strategies. They know their audience intimately, integrate diverse perspectives, and deliver clarity that propels action. Yet, I’ve learned that being truly customer-centric is a disciplined craft that demands intentional focus and execution. As AI increasingly floods the digital space with generic content, I believe the most impactful fintech strategies prioritising deep customer understanding will become even more valuable and set the standard for building trust and driving measurable results. This is the direction I’m committed to advancing in my work.