The most recent news of yet another fintech startup closing doors, proves just how tough is current market. The fintech landscape got crowded, and startups have to work that much harder to stand out from the crowd.According to Crunchbase data, global venture funding in Q3 2024 decreased by 16% compared to the previous quarter and 15% in a year-over-year perspective. If this trend holds, in 2025, fintech founders are likely going to face even greater challenges when competing for investments. Success will hinge on more than just launching good products or having reasonable roadmaps; businesses will have to put more effort into adopting communication strategies that resonate with investors and consumers and position them in a favourable light.How can that be done, you might ask? Well, let’s take a look at some practical examples.1. Personalisation and founder-focused brandingInvestors today look beyond just your product offering; they want to understand the people behind the project. Given the ongoing economic turmoil, they must be careful about choosing where to put their money, and a compelling founder story can make all the difference when trying to secure funding. If you look trustworthy (with a digital footprint that can back that image up), your chances of success increase considerably.Consider, for example, Revolut’s CEO, Nikolay Storonsky. Over the years, the man has repeatedly leveraged both his education in Economics and previous background as a trader to validate his company’s credibility and make Revolut into one of the biggest fintech names out there. Personal branding, when done correctly as part of broader communication strategies, inspires trust and highlights a founder’s ability to achieve success.As such, in the upcoming 2025, fintech startups will have to focus more on “humanising” their communications, highlighting the experiences and values of their teams and leaders. Showcasing your expertise and vision, as well as sharing stories of past challenges, achievements, and lessons learned, will go a long way towards building rapport with your target audience.2. Democratisation of financial servicesWhen we talk about fintech companies, their ability to improve the situation with global financial inclusion is often one of the most well-raised points, particularly in underserved markets. Products that simplify access to financial tools for broad demographics are increasingly gaining traction. This trend also aligns with the growing demand for social responsibility in business practices.Take Paystack, a Nigerian platform that streamlined online payments for small businesses across Africa. Throughout 2024, it has steadily shared updates about new developments and partnerships, and you could always see a clear line of communication in the messages. Specifically, the company’s mission is to empower local merchants and drive the growth of mobile commerce in Africa.Having a clear-cut goal and sticking to it across all your mes
Ven. Gen 10th, 2025
