The Green Sheet Online Edition
July 14, 2025 • 25:07:01
Craft compelling narrative: PR strategies for fintech founders
In the fast-paced world of fintech, building a brilliant product or service is only half the challenge. The other half, and often the harder part, is getting people to truly understand, connect with and believe in what you've built. In a sector defined by complexity, competition and constant change, a strong narrative can be your most powerful tool.
I've spent over two decades helping tech and fintech brands tell their stories in ways that spark interest, build trust and drive growth. I've worked closely with startups, scale-ups, and established players alike. Over the years, I've seen how the right story can elevate a fintech company from relative obscurity to market leadership, and how easily a brilliant solution can go unnoticed without one.
Here are the storytelling strategies I share most often with fintech founders who want to connect with audiences, stand out from the crowd and leave a lasting impression.
Define your context
Every compelling story needs a solid foundation. For fintech founders, that starts with clearly articulating the context around your business: what problem you're solving and why it matters. This isn't just a marketing exercise, it's your chance to give your audience the "why" behind the "what."
Start by setting the scene. Who are you? What inspired your venture into fintech? Was it a frustrating personal 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 specific your context, the easier it is for people to connect with your journey.
For example, take a founder who built a cross-border payment platform after experiencing firsthand the pain of sending money home to family while working abroad. That personal connection to the problem can be the emotional anchor of the brand's entire narrative and help position it as a company with heart, not just smarts.
Highlight challenges and growth
Too often, companies are tempted to gloss over the difficult 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 keeping up with rapid technological change. Instead of hiding these struggles, share them. Be transparent about the bumps in the road and how you tackled them.
When you show that you've faced adversity, you demonstrate grit, resilience and adaptability. These are qualities that customers respect, partners value and investors look for. Remember, nobody roots for a perfect protagonist. People connect with vulnerability and progress, not perfection.
Articulate your unique value proposition
Every great fintech story has a turning point, that moment where your innovation steps in to change everything. This is where you introduce your product or service in a clear, compelling way.
What makes your solution different? Why is it better than what already exists? How does it solve the problem you've described in a way that's faster, cheaper, smarter or more inclusive?
This is the time to get specific. Use plain language to explain your technology, but don't be afraid to share the details that make it impressive. If you have customer success stories, case studies or performance metrics, bring them in. Backing up your claims with real-world evidence helps build credibility and trust.
Avoid falling into the trap of jargon or over-engineering your message. If your grandmother (or a non-fintech investor) can't understand your pitch, it needs refining. Simplicity and clarity win hearts and minds, especially in a field that can often feel overly complex.
Demonstrate real-world impact
Once your audience understands what you do and how you do it, show them the difference you're making. Results matter, and they're often what separates hype from substance.
This is where proof points come in. Has your platform helped small businesses access funding faster? Are you reducing costs for underserved consumers? Have you created efficiencies for banks or fintech partners? Highlight specific outcomes with real numbers and relatable examples.
Partnerships, customer testimonials, awards and media coverage all play a role in reinforcing your credibility. People are more likely to believe in your story if they can see tangible proof that it's working in the real world.
Don't underestimate the power of storytelling through the eyes of your users. When your customers talk about how your product has transformed their lives or businesses, that's gold. It brings authenticity and relatability that brand messaging alone can't match.
Share your vision for the future
The best fintech stories don't just explain the past and present, they offer a compelling vision for what's next. Once you've built trust and demonstrated impact, take your audience on a journey into the future.
What are your goals? Are you expanding into new markets? Launching new products Challenging entrenched systems or aiming to democratize access to financial services? Let your audience see the bigger picture and the role you want them to play in it.
Vision is especially important for engaging investors and strategic partners. They want to understand your ambition and how you plan to grow. But it's equally valuable for customers, who want to feel like they're part of something meaningful. Invite them along for the ride.
Fintech is one of the most dynamic, innovative and competitive sectors in the world today. Every week, new players emerge with bold ideas and brilliant tech. But despite the energy and innovation, it's not always the best product that wins. More often, it's the best story—told consistently, clearly and credibly—that captures attention and builds loyalty.
That's why storytelling isn't a soft skill in fintech; it's a strategic one. A clear, authentic narrative helps you cut through the noise, build relationships and create lasting impact. It aligns your team, inspires your users, and attracts the partners and investors you need to grow.
So, take the time to get your story right. Start with your purpose, embrace your journey, highlight your impact and paint a vision for the future. When you tell it well, your story doesn't just support your business, it becomes one of your greatest assets. 
Angela Yore is the CEO of SkyParlour, a PR and communications agency specializing in fintech, technology and ecommerce sectors. Angela has elevated the profiles of numerous brands and serves on advisory boards. You may reach her at angela@skyparlour.com.
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