6 Great Examples of Content Marketing for Fintech Startups

As of November last year, there were over 26,000 fintech startups globally, up from over 12,000 in 2019. This number is expected to rise further, thanks to consumers’ growing use of fintech services. Juniper Research predicted that there will be 4.2 billion digital banking users by 2026, compared to 2.5 billion in 2021. The scene is becoming incredibly crowded, and both established fintech companies and startups need to look for creative ways to drive customer acquisition and fight for the limelight.

Content marketing can be a great way for businesses to get the word out. Not only is it an excellent SEO tool to increase brand visibility, but a well-thought-out content strategy can be a cost-effective way to engage with existing and potential customers, as well as generate leads. For example, Demand Metric reported that content marketing costs 62% less than traditional marketing and generates three times more leads per dollar spent.

In this piece, I will share some great examples of content marketing currently employed by successful fintech startups, which can serve as a reference for other fintech entrepreneurs looking to boost their content strategies.

Related: 4 Lessons From Building A Successful Fintech Company

1. Hex Trust

Fast-expanding digital asset provider, Hex Trust, specializes in custody, DeFi, brokerage and financing solutions for financial organizations and retail customers. They have an A+ Resource Center that features a blog, industry insights, company news and online videos, along with Hex Trust’s interviews in webinars and panels. The content is updated regularly and is well organized, making it easy to navigate. In Hex Trust’s Review of the Month, they provide a monthly business update, so you can read about the company’s activities and developments at a glance. The focus on the customer is also evident, as their articles are centered on issues and topics facing companies with digital assets. They provide in-depth insight into the issues themselves and how the Hex Trust can play a stewardship role.

2. Bowtie Life Insurance

Founded in 2018, Bowtie Life Insurance is Hong Kong’s first licensed digital insurance company focused on providing affordable and direct-to-consumer insurance plans. They have a useful blog with various insurance and health topics, Hong Kong-specific medical matters and company updates. But what I particularly like are Bowtie Customer Testimonials; real-life stories where customers share how they used Bowtie to solve their medical problems. These meaningful stories add a nice personal touch to the brand and are an example of how to promote your products without coming across as too hard-selling.

3. Velotrade

Interested in knowing more about trade finance or invoice discounting? Do you need to decide whether to choose invoice financing or invoice factoring? Maybe you want to learn about the risks and benefits of supply chain financing or find out how to sell your invoices on marketplaces. Velotrade, the digital trade finance platform that matches businesses in need of funding with investors, has it all covered. As well as a helpful blog, Velotrade has a very comprehensive learning center full of practical guides, expert guides, articles and videos to help you navigate the complex world of trade finance.

Related: 7 Things to Consider Before Starting a Fintech Startup

4. HashKey Group

Another great example of fintech content marketing is demonstrated by HashKey Group, the Asia-based provider of digital asset management and blockchain solutions. They have a comprehensive Insights and Research section that contains weekly market summaries, guides, white papers, published research and podcasts where industry experts discuss various topics and provide insights. There is a dedicated blockchain research center, where HashKey’s Chief Economist David Zou shares the latest in-depth research on blockchain and virtual assets. The reports are free and easily accessible. HashKey gives visitors the ability to subscribe and receive notifications for future articles, which is a smart way to build a loyal fan base.

Also, HashKey offers free educational content through “HashKey Academy” and “HashKey Learn,” with tutorial videos, where you can learn about specific topics such as tokenization, privacy, smart contract networks, and Ethereum upgrades.

5. Aqumon

Digital investment platform, Aqumon, does a great job of providing market-driven fintech content. Their blog features business news, investing 101 tips, market and research insights, as well as short stories called “Money Talks,” which are interviews with real people to discuss their relationship with money. The content looks polished and is organized in a reader-friendly way. Their articles include compelling charts and infographics for illustration, making them easier to read and understand.

Related: Launching a Fintech Startup? Here’s how we built ours

6. OneDegree

Virtual insurance company, OneDegree, has a simple but robust blog set up in a way that helps visitors find the most relevant content easily, with blog posts divided into categories such as “Pet Classroom”, “Home Buyer Tips”, “Health Hub” ,” “Pet Insurance,” “Critical Illness Insurance,” “Fire Insurance,” and “Home Insurance.” It provides short stories, helpful tips and advanced insurance and health information to help people make better insurance decisions. OneDegree does a fantastic job of presenting insurance information in a way that is easy to understand, while not being too overtly promotional. The narratives are clear, conversational and engaging, and it doesn’t feel like you’re reading some boring bank document. The site also features an Insurance 101 section that translates important insurance jargon into common consumer language.

Content marketing – when done right – can help increase awareness, increase engagement and ultimately generate sales leads. It can provide encouraging results for the fintech industry in particular, where trust and consumer confidence are crucial. The key is to identify who your customers are, what information needs they have and provide the information to them in a persuasive and user-friendly way.