✍️ Writing for fintech buyers: 7 expert practices

Hi there,

How was your March?

Ben and I are still on a high (and recovering after walking over 75,000 steps!) from our whirlwind trip to Las Vegas, taking advantage of Fintech Meetup being in town.

It was short but sweet, and after years of working remotely with fintech teams in the US, this trip was a great reminder that nothing beats meeting in real life!

Writing for Fintech Buyers

In this month’s video, Mark Binnersley shares expert insights on how fintech businesses can refine their content strategy to better connect with their audience.

Check out the full video below.

Here’s what we covered:

1. Consistency builds authority

One of the biggest mistakes fintech businesses make is going silent. Mark highlights the importance of producing content regularly to maintain visibility and build trust instead of “looking like there are no lights on.”

He advises against being overly promotional and instead focusing on solving problems for your audience. The goal is to demonstrate expertise in the fintech space by addressing relevant industry issues.

2. Don’t “we” all over your copy

Mark references feedback from banking professionals who find that many fintechs fail to speak to their challenges and instead focus too much on themselves. To avoid this, shift the focus from what your company does to how your solution helps. 

3. Play the long game

Content marketing isn’t about instant results, it’s about building relationships over time. Mark shares a real-world example of an eBook campaign that wasn’t overtly promotional but instead aimed to educate and add value. Years later, that same campaign led to a signed deal.

While it wasn’t the only deal to come from the campaign, the key takeaway here is that educational content that is personalised and relevant has long-term impact.

4. Define your objective before writing

Every piece of content should have a clear purpose. Mark emphasises the importance of identifying the objective of a blog post before writing, whether it's raising awareness or driving engagement.

Keeping this in mind helps businesses avoid the temptation to turn educational content into a sales pitch.

5. Keep your writing clear and accessible

Fintech writing should be concise, jargon-free, and tailored to the audience. Mark warns against assuming that every reader understands technical terms. He recommends the "explain it to me like I'm nine" approach, not to dumb it down, but to ensure clarity.

6. Avoid the fintech buzzword trap

Overused fintech phrases like “driving efficiency” or “eliminating manual processes” can be too vague to have impact. Instead, Mark suggests getting specific:

“If you can do that legwork and identify what those manual processes are within your target customer's business, then spell that out to them, it'll help you demonstrate that you know what their challenges are.”

7. Use storytelling to build trust and engagement

Great content isn’t just informative, it’s engaging and builds trust. Mark refers to Matthew Dicks’ storytelling principles, emphasising that the best stories reveal insights and help the audience experience a shift in perspective.

Watch ‘Writing for Fintech Buyers’ here.

BTS at Wondrous - Reflections on Our Last Vegas Trip

I went back and forth on whether to make this trip. Since we weren’t attending the Fintech Meetup itself, I questioned whether it was worth travelling such a long way just for short catch-ups with clients during their breaks.

And, like any parent, I had worries about being so far from my kids. It all felt a little indulgent.

But in the end, we booked it. Here’s some of our highlights:

💡 We had lunch with the CEOs of two client companies. Meeting in person added a whole new dimension to those relationships.

💡 We finally met our day-to-day contacts face-to-face, deepening our working relationships in a way video calls just can’t replicate.

💡 We recorded a video testimonial, powerful social proof that we simply wouldn’t have captured otherwise.

Danna, Head of Marketing at Cable, discusses how strong design has been key in shaping their brand and building credibility.

She highlights how partnering with Wondrous enables them to move quickly and efficiently in a conservative market. Watch the testimonial here.

💡 We had the chance to meet a live prospect in person, and it was clear that this moved them further along the buyer journey.

And yes, Ben and I also had an incredible few days in Vegas! So looking back, the trip was absolutely 100% worth it.

Next month I’ll be sharing the next in our video series, featuring Mark Cousins, Fractional CMO and advisor. For anyone looking to scale their business with smart marketing strategies, this is not one to be missed!

Until next month,

Sally