Fintech PR Through a Banker’s Lens: 3 Crucial Parallels Every Fintech Should Know

Before working in fintech communications, I was a relationship banker at one of the largest banks in the U.S. I spent my days perfecting how to talk with clients about their financial goals, answer tough questions, and earn their trust. 

That experience taught me to think like a banker – carefully cultivating relationships, weighing risk, and earning clients’ trust. Now, as a PR strategist in fintech, I’ve realized that many of the foundational principles that guide financial institutions are also central to effective public relations. I want to explore those parallels and share how applying a banker’s mindset has helped me better understand the audiences fintechs are trying to reach. 

Trust is earned, not claimed.  

At the bank, trust wasn’t built in a single meeting – it was earned over time through follow-through, transparency, and personalized service. Customers needed to feel safe, heard, and informed. 

In fintech PR, that same rule applies. Fintechs are often asking banks, investors, and the public to trust something new, whether it’s a novel technology, product, or approach. But bold claims alone simply won’t get the job done. Banks won’t adopt your solution just because you promise efficiency. It takes consistent messaging, credible proof points, third-party validation, and a strong reputation. 

The famous saying, “People want to like who they do business with,” rings true. It’s not just about making announcements; it’s about building a likeable reputation over time through thoughtful, clear, and honest communication and then backing your words with action. Over time, that steady presence becomes your reputation, and that’s what people learn to trust. 

Know your audience, speak their language. 

One of the most valuable lessons from my time as a banker was learning how to adjust my message depending on who I was speaking to. A small business owner, a college student, and a retiree might all benefit from the same financial product, but the way I explained it had to meet their specific needs. And when it came to regulators, the conversation had to shift entirely. 

The same applies in fintech PR. Thinking like a banker means anticipating how different stakeholders will interpret your message. Fintechs don’t speak to a single audience; they’re communicating with financial institutions, media, investors, regulators, and end users. Each group brings its own perspective, concerns, and level of technical fluency. A one-size-fits-all message doesn’t cut it.  

Once you know your audience, you also need to define your position. Just as banks differentiate through service or community focus, fintechs must carve out a distinct voice in a crowded market. When I worked at a bank, I often offered the same products as nearby competitors. What set me apart wasn’t the offering, it was how I showed up, built trust, and delivered value. 

I've learned in fintech PR that positioning isn’t just about product features or target markets, it’s about perception. Are you solving a legacy challenge for banks? Expanding access to underserved communities? Modernizing outdated infrastructure? Fintechs that answer these questions through a banker’s lens – clearly and consistently – are the ones that break through the noise. 

Risk comes in many forms. 

Banks are built to manage risk – whether it’s credit, fraud, or market exposure. One bad experience or headline can change how customers and regulators view the entire institution. 

In fintech PR, the biggest risk is often reputational. That’s why scenario planning, crisis response protocols, and a deep understanding of stakeholders are just as essential as they are in banking. If you don’t control your narrative, someone else will. 

Consistency helps others understand your value and makes it easier to trust your company. Whether you’re trying to reassure regulators or excite investors, managing risk through communication is both smart ethics and smart branding.  

Whether you’re someone who manages assets like I did or someone who manages press releases like I do now, the goal is no different: build trust, be intentional, manage risk, and influence perception. Both fields require empathy, strategy, and a deep understanding of who you’re speaking to and what they care about. 

For fintechs trying to grow and connect with institutions, it helps to understand how the people inside those banks think. Because when your messaging reflects their mindset, the path to connection becomes clearer.