Branding – why it matters in fintech

A guest editorial by David O'Hearns, founder and managing director at Dawn

The brand of any business is a vital asset, it’s what gives it a face, and a voice, and makes it stand out from every competitor. Right now, very few fintech companies have that. Fintechs might be the financial services cool kids, but to consumers, they all look the same. And when you’re just one of many, it’s difficult to inspire loyalty, let alone attract new customers – or employees. When you put in the effort to build a strong, recognisable brand, you’re taking control of how people see and experience your business. That’s when real growth happens—but it takes work to get there.

Branding basics for fintechs  

To build a great brand, fintechs need to look at the bigger picture.

Tone of voice

For a standout example, look no further than Monzo. The digital bank’s tone of voice guidelines shows exactly how brands can flex their values based on who they’re talking to. 

Monzo’s tone is built on three core principles: straightforward kindness, everyday magic, and warm wit. This gives them a solid, adaptable voice for any situation. For customer support, kindness is dialled way up, while wit stays back to keep things serious. But when it comes to ads and campaigns, they go all out, letting every part of their brand personality shine. Consider how your use of tone of voice can change across different parts of the business, and how you can create a tone that’s uniquely ‘you’.  

UX matters 

When it comes to user experience, the goal is simple: make it as easy as possible for someone to do what you’ve brought them there to do. But here’s the thing—UX isn’t just about usability; it’s also part of your brand. Just having an app doesn’t make a fintech brand feel modern anymore. Apps are expected these days. The issue is that too many still feel clunky or outdated, which directly impacts brand image and customer trust. 

A clunky interface can make users feel less secure—especially important when handling their money. It sends an unintended message that the brand isn’t fully in control, creating mistrust. On the other hand, a sleek, intuitive design tells users, “We’ve got this,” communicating reliability and ease. For fintechs, good design isn’t just about looks—it’s functional reassurance that gives users confidence and a sense of security. 

There’s power in perception 

Changing how people see your brand isn’t easy. Take Volvo: 40 years ago, they were all about safety. They patented the three-point seat belt, gave it away so everyone could benefit, and brought out loads of other innovations like the rear-facing child seat and Side Impact Protection System. Volvo became a trusted name because of its dedication to safety. But once these features became industry-standard, Volvo lost its edge. 

Fintechs are facing a similar challenge. Security is now the bare minimum customers expect. So, instead of shouting about baseline security, quietly excel at it. Then, let your brand tell the story of what you do better than the rest. 

Personalisation builds trust 

If there’s one thing that all fintechs have a lot of, it’s data. And with data comes the ability for personalisation. There’s a perception that personalisation is just for luxury brands, but that shouldn’t be the case. Simple acts of personalisation – putting a small amount of money in a user’s account on their 18th or 21st birthday, or reaching out with resources to support struggling startups – can make fintechs feel more human. And that builds trust and loyalty. A major problem that all fintechs face is the clinical, transactional nature of the business. But if you can make your customers feel more than a number, loyalty happens naturally. Adding those personal touches is a good way to begin that process. 

Lifecycle marketing works 

It’s easy to dismiss everything that traditional banks do and have done as outdated but there’s still a lot to be learned from them, including lifecycle marketing. In the 1980s, NatWest introduced piggybanks to help kids learn to save. Many of those originally seduced by the porcelain pig family will still hold Natwest accounts today because the bank connected with them when it mattered. But more than that, it developed products to suit their changing needs at different life stages. It’s one of the strongest strategies for creating loyal and long-lasting relationships. By attracting younger customers and responding to their wants as they grow, fintechs can use lifecycle marketing to stay relevant, and fresh, and avoid a demographic shift towards an ageing user base.  

The importance of transparency  

Social media has made it impossible to sweep bad news under the carpet. From Google reviews to local Facebook pages, people love sharing their experiences with anyone who will listen, so bad news and negative reviews travel fast, making transparency essential. When issues arise, fintechs must deal with them openly, showing they take accountability seriously. No longer limited to private customer service calls, user feedback is now massively visible. It can be seen by both current and potential customers. And it influences how they feel about your brand. By responding transparently and effectively, fintechs can show that they’re committed to user satisfaction and reliability, building trust and making a public statement about their values. 

Fintech branding: finding your voice to drive growth 

The financial services landscape is shifting, and fintechs have an amazing opportunity to lead that change – not just through technology, but by building a brand identity that speaks directly to customers’ changing expectations. While traditional institutions might rely on past loyalty and reputation, fintechs have the chance to start from scratch. By crafting a brand that’s authentic, adaptable, and built for the future, they can feed customer needs and loyalty. 

To stand out, fintechs must look beyond the functional, and build a brand identity that’s seen, heard, and remembered. This doesn’t mean copying traditional approaches or rebranding to blend in. Instead, fintechs should focus on creating a brand that resonates with their customers’ values, speaks to their needs, and evolves as they do. Because in the world of fintech, the real disruption lies in finding your voice and making it count.

Image: Dawn Creative

Guest Editorial This article was produced specially for Fintech Intel by an expert guest contributor.