Imagine your fintech business as a fresh idea ready to shine. The right marketing agency can help you tell your story and connect with more customers. In this guide, we’ll share simple tips on what to look for in a marketing partner, offer practical advice from experts, and present a handpicked list of top agencies from the Fintech Marketing Hub directory. Let's discover the perfect match for your business!
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Understanding your business goals
Before you start your search, it’s critical to define what you actually want to achieve or your short and long-term business goals.
Ask yourself:
What are your primary marketing objectives? Are you aiming for lead generation, brand building, sales enablement, or perhaps demand generation? Clearly articulating your objectives will ensure that you partner with an agency that is aligned with your vision.
Which marketing channels are you focusing on? Digital marketing for fintech typically involves a mix of outbound, Search Engine Optimisation (SEO), content marketing, and paid ads (PPC/SEM). Some agencies also offer complementary services like social media marketing and conversion rate optimisation (CRO). Knowing which channels are core to your strategy is the first step toward a successful collaboration.
When to engage an agency versus hiring in-house or outsourcing freelance work? According to our co-founder and MD at Mint Studios Araminta Robertson, agencies work best when you’re scaling a new channel that isn’t yet your core customer acquisition channel. For instance, if your in-house team has already nailed affiliate marketing, consider engaging an agency for channels like LinkedIn ads or PPC where you can “scale from 1 to 100” without overextending your core team.
“Before you even start looking for an agency, it’s very important that you’re clear on what you want to achieve and what success looks like.”
Key criteria to evaluate fintech marketing agencies
When selecting a fintech marketing agency, there are several essential aspects to consider. Let’s dive into each one.
1. Industry expertise and specialisation
Fintech is a unique sector with its own language, compliance issues, and consumer expectations. An agency that understands the fintech space can better tailor campaigns that resonate with your target audience.
However, there is nuance here:
Sector-specific vs. Sector-agnostic: Agencies that specialise in fintech may already have a deep understanding of industry-specific trends and compliance requirements. But sometimes, a sector-agnostic agency with a proven process for learning about new industries can also deliver outstanding results, especially if they invest in training their teams and have robust processes for onboarding new subject matter.
Service-specific expertise: For channels like SEO and PPC, technical expertise and data-driven strategies are crucial. When it comes to content marketing, the ability to demystify complex fintech topics into engaging, accessible content is key.
“A writer who is quite removed from the product or customer pain points can result in surface-level content that fails to engage or convert.”
2. Track record and accountability
A proven track record in generating measurable results is one of the best indicators of an agency’s ability to deliver on your goals.
Consider the following:
Case studies and success metrics: Ask for case studies that show how the agency helped fintech companies scale new digital channels. Look for clear evidence of results— whether that’s increased website traffic, improved SEO rankings, or a boost in qualified leads.
Transparency and reporting: Regular and transparent reporting is vital. Ensure the agency is comfortable with sharing performance metrics on a monthly basis and that they are accountable for achieving specific targets. This is particularly important when you’re investing in channels like PPC where return on investment (ROI) is directly measurable.
Knowledge transfer: A great agency will also be willing to share their expertise with your in-house team. Whether through regular workshops, strategic sessions, or collaborative campaign planning, knowledge transfer can be a significant value add.
3. Service breadth vs. focus
There are several models when it comes to how agencies structure their offerings:
Full-service agencies: These agencies offer a wide range of services including SEO, content marketing, PPC, social media, and more. The main benefit is the simplicity of managing one contract and one point of contact. However, be wary if an agency advertises too many services. Often, a jack-of-all-trades approach means they may be “average” at several areas rather than excellent in one.
Specialist agencies: Hiring a specialist agency can be ideal when you already have a core channel in place and need a partner to help scale a new one. For instance, if your fintech business wants to expand its PPC efforts, a dedicated PPC agency might deliver more focused expertise and innovation. Yet, remember that managing multiple specialised agencies can lead to siloed strategies unless there is clear communication and coordination between them.
In-house hiring: There are cases where hiring a full-time marketer makes sense, especially if a channel is central to your business. However, for channels that are still in the testing phase or not yet core, an agency’s external perspective and ready-made processes can deliver quicker results.
4. Budget, flexibility, and long-term vision
Budget considerations go hand in hand with your growth stage and strategic vision. Some key points include:
Stage of growth: Early-stage fintech startups might benefit more from partnering with an agency that can quickly test multiple channels without the long-term commitment of hiring full-time staff. For more mature companies with proven channels, in-house hires might provide better control and flexibility.
Budget constraints: Smaller agencies or even freelance/consultant partnerships can be cost-effective for testing new channels. However, if a channel shows promise after an initial trial, scaling it with a dedicated agency might offer the best ROI.
Long-term partnerships: Marketing is not a one-off project. Look for agencies that view themselves as long-term partners and are willing to grow and evolve their strategies as your fintech company matures.
Practical steps to finding the right agency
Now that you know what to look for, here are some practical steps to help you select the right fintech marketing agency:
1. Define your KPIs and success metrics
Clearly outline what success looks like for your business. Whether it’s a specific number of leads per month, an improvement in organic search rankings, or a boost in brand recognition, your objectives will serve as the benchmark for evaluating potential partners.
2. Research and shortlist agencies
Begin by exploring reputable directories such as the Fintech Marketing Hub supplier directory. This resource curates some of the top fintech marketing agencies and consultancies. You can also join our Slack group here and ask your peers for recommendations and referrals.
3. Evaluate their approach and processes
Request detailed information about their processes:
How do they onboard new clients?
What methodologies do they use to understand your product and market?
How do they ensure consistency in quality?
Understanding these processes will give you confidence in their ability to deliver results while aligning with your company’s culture and goals.
4. Interview and ask the right questions
When you have shortlisted potential agencies, set up meetings or calls. Prepare questions such as:
“Can you walk me through a recent fintech campaign you’ve executed?”
“What metrics do you use to measure success, and how often do you report on them?”
“How do you handle knowledge transfer to ensure that my in-house team can learn from your strategies?”
5. Review case studies and client testimonials
As mentioned above, a strong portfolio and positive client testimonials are a good sign. They not only highlight the agency’s successes but also reveal their approach to overcoming challenges. Look for detailed case studies that include specific metrics and timelines.
6. Assess compatibility and communication
Effective communication is the backbone of any successful partnership. Ensure that the agency:
Listens to your needs and provides clear, actionable feedback.
Has a dedicated point of contact.
Is flexible enough to adapt strategies based on real-time data and feedback.
Best practices and tips
Here are some additional expert tips to help you make the right choice:
Test before scaling/do a trial: Many experts recommend testing a channel on a small scale before committing significant resources. An agency’s role should initially be to validate whether a new channel — be it LinkedIn ads, PPC, or SEO — is worth the investment. Only once proven should you scale up the collaboration. Some agencies also provide trials for a limited period, and these are great for testing the relationship.
Balance creativity with analytics: Fintech marketing is as much about numbers as it is about storytelling. Look for agencies that blend creative content with a data-driven approach. This balance is crucial for building campaigns that not only attract attention but also drive conversions.
Curated list: Top fintech marketing agencies and consultancies
Here is a curated selection of some of the most prominent fintech marketing agencies and providers out there:
AP Marketing Solutions: AP Marketing is a remote boutique marketing consultancy led by The Fintech Marketing Hub's co-founder Ani Petrova. APMS helps growing B2B tech providers make the most of their marketing efforts without the expensive in-house overheads. Offering an 8-week marketing accelerator, go-to-market strategy, and outsourced monthly packages and a dedicated LinkedIn management service starting at just £1,200, AP Marketing delivers efficient, risk-free solutions without long-term contracts.
Fintech Studio: Fintech.studio helps clients convert more leads with animated explainers. Videos boost engagement by clarifying concepts, showcasing benefits, and overcoming objections with stunning visuals. They’ve empowered 30+ fintechs in payments, insurtech, pensions, and personal finance.
Fintel Connect: Fintel Connect is the only affiliate and influencer marketing solution exclusively built for fintech and banking, offering an all-in-one partner platform, curated network, managed services and built-in compliance engine. We are proud to power the partner marketing channels of 90+ North American FIs and fintechs like Ramp, Neo Financial, Credibly, Grasshopper, and Scotiabank across retail and business cards, banking, lending, insurance, investments and more.
Growth Gorilla: GG is a fintech-first growth agency that makes user acquisition simple through data-driven paid media and influencer marketing. By blending paid media, influencer efforts, user-generated content, and performance creative, they boost brand visibility across platforms like Google Ads, TikTok, YouTube, Bing, and Meta. Whether exploring new markets or launching products, they know how to find the next customers.
Mint Studios: Mint Studios is a content marketing agency, founded and led by The FMH co-founder Araminta Robertson, that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing.
VC Innovations: VC Innovations is a full stack marketing services, digital media and events business dedicated to innovation industries. They are the architects of Future Identity and Fintech Talents as well as other community brands.
YourStoryPR: YourStory PR is a global communications agency for high-growth startups. With bold storytelling and strategic media placements, they elevate brands, build trust, and support investor relations to drive growth in the ever-changing tech landscape.
For a more extensive and up-to-date list, visit the Fintech Marketing Hub supplier directory to discover additional agencies and providers that may align perfectly with your specific needs.
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