Over the past few years, fintech has had some pretty incredible campaigns. From Matt Damon’s collaboration with cryptocurrency platform Crypto.com, to Klarna running an ad during the SuperBowl, to the nonstop credit card fintech ads on the London underground – there’s been a lot of variety.
But if you look at lists of the best fintech marketing campaigns, most of them are from the year 2021, when fintech industry funding was at its highest and all the startups combined were valued at $3.5 trillion.
In 2024 and beyond, valuations and funding have slowed down, which means there’s less money to put behind huge marketing campaigns.
But there are still some fintech companies that are weathering the storm and running some great marketing campaigns.
In this article, we’ll be looking at some of the top fintech marketing tactics and campaigns of all time, including some great ones in recent years. We look at:
- Top video campaigns
- Top out of home campaigns
- Top content campaigns
- Top influencer campaigns
Let’s get started!
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Top fintech marketing video campaigns
Nuvei: Aboot Payments with Ryan Reynolds
In early 2023, Ryan Reynolds surprised everyone by investing in payment company Nuvei. His tongue and cheek, comedic commercials usually reserved for consumer brands, landed in the world of B2B financial technology. In our fintech marketing Slack group, we all had a moment of celebration.
Nuvei is based in Canada and is a payment company that processes over $100 billion. Ryan Reynolds, originally Canadian, invested in the company wanting to show off Canadian talent and to show off their technology.
He did a few video ads that are a must watch:
You can view them all here: Ryan Reynolds — Nuvei
Starling bank: Set your business free
Starling is one of the fastest growing challenger bank brands and has always delivered some great campaigns. They launched a “Set yourself free” campaign in 2021, and then one focused on businesses titled “Set your business free” in 2022.
What’s great about these campaigns is that they were linked together, and targeted both consumers and SMEs. They both use the flying analogy, as well as the freedom that comes with working with a better bank.
You can read more about the campaign here: Starling Bank inspires small business owners to switch in new campaign
You can see the video campaign here:
Wise: Take on the world
Another world-known challenger fintech brand, Wise launched this campaign in 2023 with the tagline of “Take on the World”, a song by KENA.
The ad focuses on the fact that whether you’re in Rio, Rome or a coffee shop, you can pay in over 50 different currencies in 170 countries with just one account. The ad ran on TV and online.
View it here:
Revolut: Your way in
Revolut hasn’t done many campaigns in the past, which is why this one made a splash: it was the first major brand awareness campaign they launched in 2022 with the tagline of “Your Way In”.
Their key fintech marketing strategy is to challenge stereotypes and focus on the underdog. It’s first in a TV ad, where you see them showing that money should challenge stereotypes. You see a woman on a toilet who crashes into a room of traders while trading stocks on her phones.
Their head of integrated media, Quentin Luce, Global Head of Integrated Media, explains that:
“We’re delighted to share a campaign that speaks to the money underdog. The most rewarding opportunities in money have not been available to most of us. They’ve been too expensive, too complicated or too difficult for us all to access. Revolut changes all of that. Revolut is one simple app that unlocks a world of money that most people never thought possible, and gives people the confidence to make the most of it.”
The campaign was aired on TV, across social media channels, out of home billboards and other digital marketing channels.
Read about it here: Revolut launches its 2022 campaign ‘Your Way In’ to reinvent the world of money
You can view some of the ads here:
Travel:
Remittance:
SoFi: face of finance
In June 2023, SoFi announced a “Face of Finance” campaign where they challenge the bias that AI has against women and money.
For the campaign, they asked AI to generate realistic images of people who are good with money, where only 2% included women. The marketing effort is meant to raise awareness for this bias.
SoFi also used this campaign to show its commitment to featuring equal gender representation in content, as well as educate members on personal finance.
Along with video content, they hosted a pop-up photo booth experience in New York. Those who participated and used a specific hashtag on their social media marketing platform were eligible to win two tickets to the Taylor Swift Concert at the SoFi Stadium. SoFi is also committing to financial literacy via their Coursera personal finance course.
Read about it here: SoFi Campaign Face of Finance
View it here:
Nubank: Mundo Nu, um mundo de N possibilidades
Nubank, a neobank based in Brazil, is the largest neobank in the world.
In October 2023, they launched a campaign that celebrates its 85 million customers in Latin America and the company’s first decade in business. The ad shows how the company is present in the everyday lives of customers, and all the possibilities and transformation that having a neobank offers.
The video ad includes open TV, digital media, out of home and partnerships with influencers.
Read about it here: Nubank launches campaign to celebrate positive impact on the lives of its 85 million customers
View the ad here:
Razorpay: 3 Clicks, Payroll fixed
RazorpayX is the neobanking arm of Razorpay that focuses on helping businesses with their banking needs.
In mid 2022, they launched their first ever payroll ad campaign. In this campaign, they’re objective is to raise awareness of the fact that payroll and compliance shouldn’t be hard. They collaborated with 6 startup founders, where each one talks about real life challenges they face at the end of every month when it comes to payroll.
Read about it here: 3 Clicks, Payroll Fixed: Announcing our First Campaign featuring 6 Startup Founders (and our Customers)
It was an 8 week long campaign, and here are some of the videos:
Top fintech marketing out of home (OOH) campaigns
Pleo: Pleo it
In June of 2023, Pleo did some OOH ads featuring the “Pleo It”. The objective of this campaign was to appeal to a target audience of CFOs and finance leaders who spend a lot of time managing admin.
The campaign was a combination of large digital formats, ads on buses and in the underground. In an interview with the Fintech Marketing Hub, their marketing team explains:
“We did consider going ultra-targeted, perhaps choosing choice POS spots in airports, TfL stations, fancy takeovers etc., but felt that right now, for Pleo as a brand, we would get more bang for our buck by going wide in the city, and bump alongside people of all walks of life on their commute into work. It would also give us more creative freedom even if it meant more constraints – who knew bus sides would be so challenging! And while we’re on buses; what better way to spread the word down every single street in London?”
Read more here: How to run an OOH campaign: Lessons from Pleo
PensionBee: Sponsoring Brentford FC, aka “The Bees”
PensionBee have been sponsoring Brentford since 2021, but they announced a new two year partnership with them in 2023, where they sponsor “the Bees”.
They’re the Official Sleeve Sponsor of the football club, which means their logo features on the left sleeve of the Men’s first team kit. This comes after their ‘Building the Future’ series where they talk to Brentford’s Women about common pension misconceptions.
Read about it here: PensionBee named as a Brentford FC sponsor
Airwallex: Built for Better Business
In August of 2023, Airwallex launched its first ever financial services OOH brand campaign in Sydney, Melbourne and Brisbane. Specifically, they did both static and digital visual billboards that were placed at main roads, bus stops, train stations and airports, as well as traditional print media.
Their Director of Marketing for Australia and New Zealand shared his insights:
“We help tackle the problems modern global businesses face and this campaign highlights our role as a partner,” remarked Thewissen. “Airwallex started as a partner for SMBs but we’ve built the infrastructure and products that also serve the largest enterprises.”
This campaign is to showcase their commitment to businesses everywhere and how their products are built for companies of any size.
Read more: Airwallex's first brand campaign comes to life with help from VMLY&R - AdNews
Top fintech marketing content campaigns
Wealthsimple: Money Magazine
Wealthsimple, a fintech app for retail investors, has always been big on financial services content marketing. They’ve been publishing their magazine for years, and the content is incredibly high quality, including features from Anthony Bourdain, Steve Aoki and Kim Kardashian.
Check it out here: Grow your money
Starling: Make Money Equal
Starling did a fantastic campaign in 2021 focusing on “Make Money Equal”. Similar to the SoFi campaign mentioned earlier, after analysing over 600 photos used for articles about money, they discovered that men were usually shown being in control, whereas women were counting pennies or looked stressed.
For the campaign, they teamed up with a photography company to create photos that better represent women and money. You can access them here:
#MAKEMONEYEQUAL - Starling Bank
Checkout.com: Global Retailers Handbook
B2B fintechs may not be as strong in content, but they can do something else: reports. There are a couple of fintech startups that have recently done a few interesting reports.
In 2022, Checkout.com launched The Global Retailers Handbook, where they focus on how retailers can optimise and improve every aspect of ecommerce. They say that whereas 2021 was about meeting the huge surge in demand for ecommerce, 2022 and beyond is about building that trust.
According to the report, payment security is more of a priority now with advice on how retailers can work with that.
Check it out here: Checkout.com retail report: the future of retail & trends for 2022
Trulioo: Report on identity verification
Trulioo launched a report in 2023 focused on identity verification. In this report, they look at document-centric identity verification and how the market is shifting towards portable digital identity. The report covers new ways to verify identities and what are the features that vendors can offer that go beyond the main features.
Read about it here: Gartner Report Identity Verification
Top fintech marketing influencer campaigns
2023 was a much quieter year for influencer campaigns, with most of them happening in 2022 and 2021. Here are a couple that we think are worth mentioning:
Current partnering with Mr Beast
In 2021, Current, the B2C neobank announced its partnership with Mr Beast, one of the most Youtubers in the world. In the video, MrBeast did a fan giveaway giving away $100k to 100,000 fans, which amassed 18 million views in 24 hours.
As MrBeast said in an interview: “I’ve always been passionate about producing great content and giving back to the community, and Current is the perfect partner to support me in both efforts,”
Read about it here: Current and MrBeast announce exclusive long term partnership and investment
See one of the videos here:
Klarna working with Paris Hilton
One of the few influencer marketing campaigns of 2023, Klarna, the Swedish BNPL fintech, launched a multimedia campaign in collaboration with Paris Hilton in March. Klarna’s marketing campaigns first launched a few years ago, when they first collaborated with Snoop Dogg. They continued the trend, with Paris saying “That’s Smoooth” in the ad.
The marketing messages focus on Klarna’s flexible payment options, as well as all their innovative features like buyer’s protection and package tracking. The campaign was launched in Februrary and was visible on social media platforms, digital, broadcast and OOH platforms, including Paris’ personal TikTok.
Read about it here: Klarna announces global campaign starring Paris Hilton, in collaboration with Hilton's 11:11 Media
Watch it here:
We’ll be continuously updating this page over the years as new campaigns come through! What are some of your favourite fintech marketing campaigns? Feel free to email them to us and we’ll add them to this list.
