Fintech is a noisy sector. Everyone’s disrupting something. Everyone’s got a bold vision. The brands that break through aren’t the ones shouting loudest — they’re the ones who understand their audience, spot the tensions in the market and tell their story through a lens that actually resonates. That’s where we come in.
We do fintech PR differently
We start with your audience, not your product
Before we pitch a single journalist, we dig into what really makes your audiences tick. Who are they? What do they read? What do they distrust? What would make them switch? That insight shapes your messaging, your media targets and your entire communications approach.
We know fintech media inside out
We have a track record of securing coverage with the journalists and editors who set the agenda in fintech — from the Financial Times and CNBC to The Banker and Fintech Futures. We know what they want: sharp points of view on the issues shaping the sector, original angles backed by data, and experts who are willing to say something real. We know how to position your spokespeople to deliver exactly that — and how to move fast when a news moment demands it. We don’t just help you join conversations; we help you identify the ones worth owning.
We integrate PR with SEO and social
A great piece of coverage in the FT is brilliant. A great piece of coverage that also drives organic traffic, earns backlinks, turns readers into leads and gets cited by AI search engines is better. Your customers aren’t on one channel — they’re on LinkedIn, Google, industry newsletters and increasingly asking ChatGPT, Gemini and Perplexity for recommendations. We build integrated campaigns that show up wherever they’re looking.
We measure what matters, then do more of it
We don’t just report on media coverage and move on. We track traffic, leads and share of voice, then use those findings to keep improving. It’s why our clients stay with us for years.
Our fintech PR services
Proactive press office management across national, trade and international media.
Bylines, reports, white papers and blogs that build your leadership team’s profile and give journalists something worth quoting.
Building the personal brands of your founders and senior team. We call it Brand You.
Turning your own insights and figures into consistent news hooks that keep your brand part of the conversation.
Narrative and media support around funding rounds, valuations and IPO readiness.
Fast, clear-headed support when things get difficult.
Link building, keyword targeting and AI search visibility to grow your organic presence.
Organic social media strategy and content to reach and engage key audiences on LinkedIn and beyond.
Nominations, speaking slots and launch events that raise your profile.
Why Definition?
We deliver results. Results like:
- Delivering 300 quality media hits in just over 18 months for Equals Money.
- Generating 398 positive media hits and 24 award nominations for Sonovate in two years.
- Driving a 50% increase in organic traffic and generating 98 leads for accounting startup Compleat.
- Securing FT coverage of Checkout.com’s unicorn status.
- Getting Innovate Finance’s UK Fintech Week messaging in fintech media 121 times over three months.
- Organising oversubscribed launch events for Xero in South Africa (as well as 6 broadcast interviews and 22 journalist meetings).
We are one of the few fintech PR agencies that builds integrated strategies based on clear audience insights. We know the fintech media well and our campaigns do more than just generate media coverage: they make people want to download your app, sign up for your SaaS product, or find out more about your company. Our clients stay with us for years because we test rigorously, analyse results and refine strategies to deliver ever-increasing returns.
We’re global
We run a global fintech PR network and can represent your fintech brand across Europe, Africa, the United States and APAC, with local in-market experts. And we can usually be up and running in a new market within two months.
We know fintech
For years we’ve helped fintechs sell to businesses and consumers – reaching millions of customers across the globe and raising hundreds of millions in angel, venture capital and private equity funding. Our clients have been regularly featured in the Fintech 50, CNBC, The Banker, CityAM, the Financial Times and more.
Our expertise covers everything from payments innovation, embedded finance, decentralized finance, AI wealth management, digital assets and tokenization, alternative investments, behavioural finance, open banking and Banking-as-a-Service (BaaS).
We hire specialists
As a fintech PR agency, we employ media relations, digital marketing and financial services experts trained to help you achieve the desired results, whether that’s gaining recognition, attracting leads, increasing conversions, boosting engagement or building customer loyalty.
We come recommended
We’ve been one of the FT’s Leading Management Consultants for five years in a row. And, we’re one of PRWeek’s top 10 B2B agencies. That’s alongside another 50 award nominations and 32 award wins so far.
We’re integrated
We’re much more than a technology PR agency – our service covers media relations, video, animation, social media, search, brand, design, insights and AI.
Our approach
We are proper partners. We make things happen.
We take a creative approach to fintech PR, backed by a deep understanding of how media works and how the landscape is shifting.
Our process is:
Send us a message
- Review competitor and brand activity to identify short- and long-term opportunities.
- Research key dates and media hooks.
- Interview spokespeople and subject matter experts to develop angles.
- Gather sector specific and journalist intel to improve our ideas.
- Writing, designing, pitching and delivering against the strategy. Hitting those KPIs.
- Report on and analyse results. Learn from what’s working and dial it up more.
Client stories
The inside scoop from our fintech PR team
Katie Chodosh, Head of Media Relations.
“It’s a case of looking at the client’s offering and getting specific. There are so many areas within fintech and the more you can isolate your messaging, the better your media list will be. We look for specific journalists who cover the areas within fintech that the client covers – there’s a fair amount of nuance to it sometimes, so it does require a human eye.”
“As an agency, but particularly in the media relations team, we are more focused on quality over quantity. We’re more concerned about regularly getting top tier coverage in contextually relevant publications than quantity of coverage overall. Quality doesn’t just mean the FT or BBC, either – there are better quality fintech trade publications versus others, and we spend a lot of time reading and rating them.”
“When we onboard a client, we really get into the weeds of their offering. We do a fair amount of desk research to see what the top stories are in their niche and regularly speak to their subject matter experts. It means we sometimes speak to people who aren’t necessarily media-facing – they are the experts that are giving us the inside scoop.”
“SEO and social media, particularly in relation to LinkedIn and EEAT, are a huge part of what media relations does. Our spokespeople’s online presence directly impacts the work we do, and the trust signals for Google to pick up on. We also work together to make sure that what goes out to press is reflected across our client’s online presence and that the messaging is synced across the board. Also, LinkedIn is a hugely important B2B editorial platform nowadays.”
“Currency stories are always huge because they’re easily linked to geopolitics and what’s going on in the world outside of fintech. Stories that tap into larger trends are key – so the fintech industry as a whole and any relevant global legislation that is upcoming. Also, anything that taps into consumer behaviour – how we spend money is how we live, after all – so it instantly has wider appeal.”
“It is undoubtedly the jargon – and fintech is particularly bad for it. It’s a case of working on phrasing it in a way that makes sense to the average person, without losing the expertise. It’s an art that takes some time!”
Our fintech strategies and KPIs
Katy Bloomfield, Managing Partner, PR.
“Awareness: Which is measured through quality coverage, impressions, an increase in share of voice, and branded search volume growth.
Social media engagement: Which is measured through engagement levels (likes, shares, comments) on posts referencing or linking to PR-generated content.
Traffic: Which is measured through referral traffic from links or URLs included in articles, press releases, or announcements.
If we’re looking beyond purely PR, then other important KPIs come into play, like organic traffic and leads.
Every set of KPIs we measure is tailored to exactly what each of our clients’ needs to achieve.”
“We source insights and trends in varied places like social channels, newsletters, Reddit forums. We speak to journalists, influencers, and analysts regularly. We keep a close ear to the ground for our clients via networking and events. We test our thinking with our journalist contacts so that our content and news is packaged in the formats they want and need. And we work closely with clients to understand their ideal customer profiles – and the messages resonating with them.”
Related insights
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FAQs about fintech PR
A fintech PR agency manages how your brand is seen and talked about in the media channels your key audiences trust most.
At Definition, that means proactive media relations, thought leadership, executive profiling and crisis communications.
But it doesn’t stop there. We tie everything into SEO and content so coverage doesn’t just land in a publication. It drives traffic, earns backlinks and generates enquiries.
Fintech sits right at the crossroads of financial services and technology, which means you’re dealing with regulatory complexity (think FCA, PSD2, MiCA), cautious B2B buyers and investors who scrutinise your narrative as much as your numbers.
Our team has spent years covering the full breadth of fintech, from payments and open banking to digital assets and AI-driven finance, so the nuance is already built in.
Not by the size of the coverage pile. We measure success against the commercial goals that matter to you – volume and quality of media coverage, organic traffic growth, inbound leads, share of voice versus competitors, or broader interest following a funding announcement.
We report on all of it clearly and regularly, and we use those findings to improve the next campaign.
Yes. We have a global fintech PR network with in-market experts across Europe, Africa, the United States and APAC. Whether you’re entering a new geography or need consistent messaging across multiple regions, we can usually be up and running in a new market within two months.
Our fees are flexible depending on how much support you need, and there are economies of scale to be had with higher monthly outputs. Scope and market coverage all shape the investment.
We work with fintechs at different stages, from early-stage startups to enterprise-scale businesses, and we tailor programmes to fit. The best place to start is a straightforward conversation about what you’re trying to achieve.
