The financial industry is evolving quickly and it can be hard to keep up with customers’ changing demands and expectations. As startups cater to the increasingly affluent millennial population, digital content has been a competitive way for brands to increase engagement. Here are a few examples of how different FinTechs are capturing consumer interest with innovative content:
- FinTech Circle became an industry leader by creating a LinkedIn group that tracks trends and connects investors with innovative ideas. With almost 22,000 members, FinTech Circle offers emerging firms the opportunity to execute successful strategies and expand their businesses. Companies can test drive content campaigns and receive necessary feedback before presenting to the public. The group is well-moderated with strict rules concerning self-promotion. This ensures that when content is shared, it gets noticed within the group.
- Betterment is an investment-tech company that focuses on lowering taxes for investors. The Resources Section of their website provides up-to-date financial industry news, in addition to in-depth advice on a wide range of personal finance including taxes, budgeting, housing, retirement and the like. It offers visitors a variety of tools such as calculators to determine whether to invest in a 401(k). By establishing their site as a one-stop shop for financially motivated individuals, Betterment is playing the long game and growing their brand awareness.
- According to a recent report from Contently, only 27 percent of millennials trust financial services companies. Canada-based Mogo sought to change this perception by creating an initiative with millennial interests in mind. For several months, they held “Adulting 101” seminars geared towards educating young people on how to manage their finances with Mogo. The classes drew media attention and helped the company grow their Facebook fanpage to over 30,000 followers. The initiative proved so successful that they decided to open up MogoLounge, a permanent facility where they host regular classes on personal finance.
- The investment app Acorns was able to take their and put them towards online publication Grow. Grow takes a journalistic approach to FinTech content, providing in-depth analysis on current events and interviews with unexpected celebrities like Ashton Kutcher. The polished, magazine-like publication draws audiences in with genuine storytelling and industry insights they won’t find anywhere else.
- Startups are known for disruption and during its launch, WePay raised the stakes with one of the most epic marketing stunts in FinTech history. The company dropped a 600 lbs ice block with money frozen inside in front of competitor PayPal’s San Francisco conference. At the same time, they launched a landing page called UnfreezeYourMoney.com and accused the digital payment system of freezing customers’ accounts. The prank earned WePay recognition in some of the top industry magazines. They later shared that it led to higher web traffic conversions, an increase in weekly traffic, and a 225 percent increase in user signups.