In the ever-evolving world of financial technology (fintech), innovation isn’t the only currency that matters—trust is. Fintech companies are disrupting traditional banking, investing, lending, and payments systems, but they are doing so in industries where credibility is paramount and scrutiny is high. Public relations (PR) plays a crucial role in shaping that trustand positioning fintechs as both cutting-edge and reliable.
While fintech marketing often leans on performance metrics and sleek user experiences, it’s the PR campaigns that craft the public narrative. The best campaigns go beyond product features; they weave compelling stories, address consumer pain points, and sometimes even change public perception.
Here are several fintech PR campaigns that stood out—not just for their creativity, but for how effectively they communicated credibility, value, and mission in an often skeptical marketplace. These campaigns offer essential takeaways for others navigating the complex intersection of finance, technology, and public opinion.
1. Cash App’s Mainstream Crossover: From Peer-to-Peer to Pop Culture
Background: Block’s Cash App (formerly Square Cash) started as a simple peer-to-peer payment platform. But over time, it expanded into investing, banking, and crypto—spaces where building public trust is exponentially harder. Instead of pushing hard financial education campaigns, Cash App entered the mainstream by embedding itself in music, culture, and influencer communities.
The Campaign: Cash App’s “Cash App Fridays” on Twitter became a viral hit, with influencers and artists giving away money in partnership with the brand. The company also entered into high-profile partnerships with rappers like Travis Scott and Megan Thee Stallion, whose fans are typically underbanked and overcharged by traditional financial institutions. These collaborations didn’t just increase visibility—they reframed Cash App as a lifestyle tool for empowerment.
Why It Worked:
- Cultural credibility: Instead of a top-down approach, Cash App embedded itself ingrassroots movements and communities.
- Simplicity and shareability: The campaign leaned on the ease of giving and receiving money, reinforcing the app’s core utility.
- Democratizing finance: By giving away cash, they offered immediate value while positioning themselves as a friend, not a bank.
Takeaway: In fintech, PR campaigns that understand cultural contexts and meet consumers where they are—especially younger, mobile-native users—build both brand and loyalty.
2. Klarna’s Smooth Strategy: Humor and High-Fashion Collide
Background: Swedish fintech Klarna offers buy-now-pay-later (BNPL) services—convenient for consumers, but often controversial due to concerns about debt and regulation. Klarna’s PR challenge was to destigmatize BNPL and position itself as a stylish, premium service without sounding like a payday lender.
The Campaign: Klarna’s “Smoooth” campaign is a masterclass in tone. With surreal, high-concept ads starring celebrities like Snoop Dogg (aka “Smoooth Dogg”) and Maya Rudolph, Klarna created a memorable brand voice that merged luxury aesthetics with playful humor. At the same time, Klarna engaged in high-level thought leadership about responsible lending, launching reports and media outreach around financial wellness.
Why It Worked:
- Brand consistency: Klarna’s tone remained cohesive across social, broadcast, andprint.
- Balanced message: The brand was fun and quirky in consumer-facing media but authoritative in trade and regulatory discussions.
- Global appeal: Klarna localized its campaigns while maintaining a unified global brand.
Takeaway: The best fintech PR campaigns humanize complex services. Klarna didn’t just sell BNPL; it sold a smooth lifestyle, while preempting criticism with educational initiatives.
3. Robinhood’s Rise (and Crisis): From Hero to Headline—and Back?**
Background: Robinhood revolutionized retail investing with commission-free trades and a mission to “democratize finance for all.” Its early PR positioned it as the scrappy underdog against Wall Street. With bold media placements and grassroots advocacy, it built a massive millennial user base.
The Campaign(s):
- Early campaigns leaned on testimonials, founder interviews, and viral product-led PR.
- During the GameStop stock saga in early 2021, Robinhood became a household name—but not for the reasons it wanted. After freezing trades, it faced severe backlash. The crisis was compounded by tone-deaf messaging and opaque explanations.
Why the Early Strategy Worked:
- Media-forward leadership: Co-founders were media-savvy and accessible.
- Social sharing: The app’s simple design made investing easy to screenshot and post, generating organic buzz.
- Populist messaging: “Democratizing finance” struck a chord in post-recession America.
Why the Crisis Management Struggled:
- Lack of transparency: PR failed to adequately explain the regulatory mechanics behind the GameStop freeze.
- Narrative collapse: When actions contradicted the brand mission, trust plummeted.
Takeaway: Great PR can propel a fintech to virality, but consistency and transparency are non-negotiable. A brand built on empowerment must act—and communicate—in alignment with that promise, especially under pressure.
4. Chime’s Mission-Driven Messaging: Banking Without the Bank
Background: Chime entered the neobank space with a clear value proposition: no fees, early direct deposits, and no brick-and-mortar presence. As a digital-first banking alternative, it needed to build trust quickly in a sector where consumers are conditioned to value institutional stability.
The Campaign: Chime’s PR strategy was to double down on mission-driven storytelling. It ran major campaigns focusing on financial inclusion, targeting underserved demographics with messages about breaking the traditional banking mold. During the COVID-19 pandemic, Chime advanced $1.5 billion in stimulus funds ahead of government disbursement—earning media coverage in The New York Times, CNBC, and Forbes.
Why It Worked:
- Proactive positioning: Chime didn’t just say it was consumer-friendly—it showed it through action.
- Data-driven narratives: The brand regularly published consumer surveys on financial stress and literacy.
- Alignment with pain points: The campaign echoed frustrations with overdraft fees anddelays from traditional banks.
Takeaway: In fintech, trust can be earned through thoughtful, proactive PR that addresses real-world problems—not just through flashy ads or influencer partnerships.
5. Stripe’s Quiet Power: B2B PR That Doesn’t Brag
Background: Stripe is the backbone of internet payments for thousands of businesses, from startups to Amazon. Unlike consumer-facing fintechs, Stripe’s target audience is technical and B2B, which requires a different kind of PR finesse.
The Campaign: Stripe’s PR has always been understated but effective. It uses founder thought leadership, strategic partnerships, and carefully placed exclusives in publications like The Information and TechCrunch to signal growth. Stripe rarely advertises in the traditional sense—it lets product announcements and customer success stories speak for themselves.
Why It Worked:
- Selective storytelling: Stripe only speaks when it has something meaningful to share, increasing credibility.
- Founder authority: Patrick and John Collison are seen as visionaries, often contributing op-eds or longform interviews.
- Ecosystem narrative: Stripe positions itself as infrastructure, not just a product—appealing to developers and enterprise clients alike.
Takeaway: For B2B fintechs, PR is about reputation management, not volume. Thoughtful, sparse messaging that builds anticipation can be more powerful than constant noise.
6. Zopa’s Reinvention: From P2P Pioneer to Digital Bank
Background: Zopa, once the UK’s flagship peer-to-peer lending platform, pivoted into becoming a fully licensed digital bank. Repositioning a legacy brand in a highly regulated space is no easy task, and Zopa used PR to explain its transformation.
The Campaign: Zopa crafted a narrative of evolution rather than abandonment. It celebrated its P2P legacy while highlighting the stability and innovation of its new banking model. The PRteam engaged top-tier financial journalists, partnered with consumer finance advocates, andissued whitepapers on fintech regulation.
Why It Worked:
- Transparency in transition: Zopa didn’t hide from its pivot; it led the messaging.
- Heritage as a strength: Instead of discarding its past, Zopa positioned it as a foundation.
- Trust through education: Zopa invested in financial literacy resources, aligning its brand with empowerment.
Takeaway: Fintech PR isn’t just about launches—it’s about managing change. A strong legacy can become a springboard with the right storytelling strategy.
Conclusion: The Fintech PR Playbook
In a space as complex and rapidly evolving as fintech, PR is more than media mentions or splashy launches. It’s about creating and maintaining a narrative that aligns product reality with public perception. The most successful fintech campaigns share a few traits:
- Authenticity – Messaging must match reality. Inconsistency is punished, especially when money is involved.
- Education – Financial tools are intimidating. PR that simplifies and educates wins trust.
- Cultural resonance – Whether through humor, celebrity, or values, good fintech PRknows its audience.
- Consistency – A campaign isn’t a one-off event. Long-term trust comes from sustained, credible storytelling.
Fintech is here to stay—but only those companies that earn the public’s trust through strategic, transparent, and resonant PR will lead the next wave of disruption.
