Global fintech grew by 21% last year alone, and investments are expected to surpass this benchmark in 2026. Market expansion is a key survival tactic, as scaling globally and quickly is necessary to gain a competitive edge. It comes with a price, however, as the startups in the industry, inherently bogged down by risks and regulatory practices, must endure additional risks and regulations every time they cross a new border. Add to this the need for proper product market fit, which means more research and additional testing.

Together, risk compliance and product fit have become the two-headed beast startups have to tame to survive market expansion. To successfully expand and remain within new markets, fintech companies should prove that their solution can adhere to ever-changing regulatory landscapes while offering both a practical and adaptable product.

The Foundation of Fintech Market Expansion: Risk and Compliance Management

All too often, fintech startups save the most important piece of their go-to-market plan as a post-rollout add-on compliance and risk management. This significantly increases failure rates, as nearly three-quarters fail due to preventable regulatory compliance issues. Compare this to the same study’s discovery that regulatory prep done in pre-seed stages led to a 64% survival rate for emerging fintech.

Incorporating regulatory readiness within classic pre-market entry strategies will help you understand how jurisdictional rules intersect with user needs while establishing stronger internal risk discipline from the outset. By implementing these practices in the beginning stages, you will be able to identify regional constraints, plan for operational resilience, and design more adaptable technology models, ultimately creating a competitive product.

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Building the Foundation: Creating Product Market Fit

While risk compliance is addressed too late in the market expansion game, many other classic market entry tactics are ignored altogether, as most startups are overly focused on matching market speed versus conducting crucial market research. Over 30% of fintech startups end up failing due to a lack of market need and poor product fit, both of which could have been resolved via adequate pre-market entry strategies.

Take UK-based bank HSBC’s app Zing; the bank shut down Zing operations in May 2025 after facing several issues, including its inability to scale in additional markets. Much of this was caused by market entry mistakes, as the app was tested on broad groups versus diverse demographics. Subsequently, the app had an unclear audience, making it superfluous compared to competitors that boasted key differentiators for specifically targeted users.

When entering new markets, startups and scaleups should make time for vital market entry strategies that aid in building a solution that meets market demand. From researching consumer trends and identifying industry gaps to analyzing competitors and piloting the product on specified consumer groups, every single piece of the market expansion strategy affects whether your product fits consumer demand.

Preparing for Market Expansion

Market expansion requires a nuanced understanding, specialized expertise, and a deliberate strategic approach. By grounding our go-to-market strategies in early regulatory insight and market validation, ARTÉMIA Communications enables companies to sequence growth, navigate complexity, and scale with greater confidence across new markets.

Get in touch to learn more about how we support startups and scaleups prepare for the next stage.