Sector · Fintech
Fintech’s hardest marketing problem is legitimacy, not awareness.
Payments, investing and crypto — categories where people are handling their money with a brand they’ve only just met, and trust has to be earned fast.
Fintech sits at the intersection of two hard things: money and novelty. Customers are being asked to trust something new with something precious. The marketing that works here builds legitimacy first — because awareness of a thing people don’t trust just spreads the hesitation faster.
Crypto
At The Glitch: CoinSwitch, in crypto’s biggest year — where the category had no awareness problem and a serious legitimacy one, and the work had to make it feel safe enough to try.
Payments
At Isobar: Visa’s contactless launches — making a new payment behaviour feel effortless and normal rather than technical and risky.
Investing
At Motilal Oswal: digital investing products and platforms, where the same legitimacy-first principle applies to a regulated, high-trust category.
What fintech teaches
That legitimacy precedes awareness, that borrowed trust (practitioners, credible voices) outperforms borrowed fame, and that making the new feel safe beats making it feel exciting.
CoinSwitch, Visa, Motilal Oswal digital and broader payments and investing work.
The proof: CoinSwitch · the service: BFSI & fintech marketing.