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Insights and Expertise

Craft compelling your chance to give your audience the "why" behind the
"what."
narrative: Start by setting the scene. Who are you? What inspired

your venture into fintech? Was it a frustrating personal
PR strategies for experience, a gap in the market you couldn't ignore or a
burning desire to do things better? Introduce the team and
the vision behind the brand. The more human and spe-
fintech founders cific your context, the easier it is for people to connect with
your journey.

For example, take a founder who built a cross-border pay-
ment platform after experiencing firsthand the pain of
sending money home to family while working abroad.
That personal connection to the problem can be the emo-
tional anchor of the brand's entire narrative and help posi-
tion it as a company with heart, not just smarts.
Highlight challenges and growth
Too often, companies are tempted to gloss over the dif-
ficult parts of their story. But in reality, it's the hurdles
you've faced, and how you've overcome them, that give
your narrative depth and credibility.

In fintech, challenges are everywhere: navigating complex
regulations, ensuring security and compliance, competing
with incumbents, adapting to customer needs, and keep-
ing up with rapid technological change. Instead of hid-
ing these struggles, share them. Be transparent about the
bumps in the road and how you tackled them.
By Angela Yore When you show that you've faced adversity, you demon-
SkyParlour strate grit, resilience and adaptability. These are qualities
that customers respect, partners value and investors look
n the fast-paced world of fintech, building a brilliant for. Remember, nobody roots for a perfect protagonist.
product or service is only half the challenge. The People connect with vulnerability and progress, not per-
other half, and often the harder part, is getting peo- fection.
I ple to truly understand, connect with and believe
in what you've built. In a sector defined by complexity, Articulate your unique value proposition
competition and constant change, a strong narrative can
be your most powerful tool. Every great fintech story has a turning point, that moment
where your innovation steps in to change everything. This
I've spent over two decades helping tech and fintech is where you introduce your product or service in a clear,
brands tell their stories in ways that spark interest, build compelling way.
trust and drive growth. I've worked closely with startups,
scale-ups, and established players alike. Over the years, What makes your solution different? Why is it better than
I've seen how the right story can elevate a fintech company what already exists? How does it solve the problem you've
from relative obscurity to market leadership, and how eas- described in a way that's faster, cheaper, smarter or more
ily a brilliant solution can go unnoticed without one. inclusive?
Here are the storytelling strategies I share most often with This is the time to get specific. Use plain language to ex-
fintech founders who want to connect with audiences, plain your technology, but don't be afraid to share the de-
stand out from the crowd and leave a lasting impression. tails that make it impressive. If you have customer success
stories, case studies or performance metrics, bring them
Define your context in. Backing up your claims with real-world evidence helps
build credibility and trust.
Every compelling story needs a solid foundation. For fin-
tech founders, that starts with clearly articulating the con- Avoid falling into the trap of jargon or over-engineering
text around your business: what problem you're solving your message. If your grandmother (or a non-fintech in-
and why it matters. This isn't just a marketing exercise, it's vestor) can't understand your pitch, it needs refining. Sim-
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