Launching in fintech isn’t just about product — there has to be trust. Whether you’re rolling out a new payments platform, credit tool or regtech system, getting attention is only half the battle. Ultimately, you are asking financial decision-makers to trust a new solution in a space where stakes are high and tolerance for risk is low.

That’s why your go-to-market strategy needs to do more than make noise. It needs to create clarity, build credibility, and meet your audience where they are.

Why Multi-Channel Matters, Especially for Fintech

Fintech buyers, be it CFOs, compliance leads, operations execs or consumers, don’t make decisions in a vacuum. They hear about you from analysts, trade press, LinkedIn, conferences and peer networks. A single channel isn’t enough to break through, and fragmented messaging can do more harm than good.

A coordinated campaign helps you stay visible across trusted touchpoints, reinforce your value prop and speed up the path to “yes.”

Planning That Doesn’t Backfire

In fintech, poor planning doesn’t just lead to inefficiency, it can cause reputational and regulatory damage. Messaging needs to align with compliance standards and make a compelling case for change. You need to communicate:

  • What problem you’re solving
  • Why it matters
  • How you reduce risk (not just add value)

Map out your audience journey. Know what your buyer needs to see before they act. And be honest about the compliance constraints that shape your content — whether you’re navigating FINRA, GDPR, or SEC rules.

What Actually Moves the Needle for Fintech Companies

Forget vanity tactics. Here’s what works:

  • Media and analyst briefings: Secure validation from platforms your buyers already trust (think American Banker, Finextra, TechCrunch).
  • Paid LinkedIn and search: Target buyers by role, industry, and behavior—not just job titles.
  • Customer stories and ROI calculators: Replace hype with proof.
  • Drip email that educates: Long sales cycles need steady, value-driven touchpoints.
  • Fintech demo days and strategic events: Don’t just focus on users, leverage these to build partnerships, establish pilots and boost your influence.

Sequence It Like a CFO Would

Start with internal champions such as investors, pilot customers or friendly analysts. Use their early feedback and quotes to power your PR. Follow up with segmented outreach and retargeting, then push thought leadership, live demos and partner announcements.

Most importantly: build a post-launch plan. If your messaging drops off a week after launch, so will your momentum.

Measure What Matters

Don’t bother reporting social likes to a B2B fintech buyer. Instead:

  • Track cost per lead and acquisition
  • Watch conversion rates by audience segment
  • Measure demo volume, not just traffic
  • Monitor how long it takes prospects to move from interest to action
  • Track analyst mentions and earned credibility

Case in Point

  • Ramp led with ROI. Their launch focused on savings calculators, demo flows, and proof.
  • Plaid went technical and targeted, showing deep credibility through developer-focused content.
  • Brex paired PR with founder visibility and smart out-of-home placement. The result? They looked big before they were.

Don’t Just Launch — Position

A strong product deserves more than a rushed rollout. Launching well means being ready to back your message with substance and structure. It’s not just a marketing moment — it’s how your company shows up in the market.

If you’re heading into a launch and want outside eyes on your strategy, ARTÉMIA offers complimentary sessions for startup teams looking to sharpen positioning, pressure-test messaging, or build a smarter launch roadmap. Request your free session!