In 2025, the fintech industry has witnessed a transformative shift in public relations strategies, with campaigns that not only promote products but also engage audiences on a deeper, more meaningful level. These campaigns have redefined how financial technology is perceived, emphasizing inclusivity, innovation, and cultural relevance. Here’s an in-depth look at the most impactful fintech PR campaigns of 2025 and the lessons they impart.
1. Airwallex x McLaren: Accelerating Global Trust
Airwallex, an Australian-born fintech, partnered with the McLaren Formula One team in a strategic sponsorship that has significantly bolstered its global recognition. By aligning with a brand synonymous with speed, precision, and innovation, Airwallex positioned itself as a forward-thinking financial technology provider. The partnership has not only increased consumer trust but also enhanced brand awareness, with 70% of consumers indicating they are more likely to choose Airwallex for payments due to this association. This campaign underscores the power of aligning with established global brands to elevate trust andcredibility in the fintech space.
2. PayPal’s Sweepstakes with Will Ferrell: Humor Meets Incentive
In a bold move to drive usage of its checkout and “buy now, pay later” services, PayPal launched a high-profile advertising campaign featuring comedian Will Ferrell. The initiative offered up to $10 million in total prizes, with 1,000 customers daily over 100 days receiving purchases of up to $100 covered if they paid via PayPal Checkout. While the campaign generated significant attention, it also faced challenges, including a decline in PayPal’s stock price. This highlights the delicate balance between engaging promotional tactics andmaintaining investor confidence in a competitive market.
3. Revolut’s “Brat Banking” with Charli XCX: Rebranding for Youth
Revolut, Europe’s leading fintech firm, hosted a high-profile concert featuring pop star Charli XCX amidst Storm Bert, attracting thousands of customers. This event aimed to revitalize its image and draw younger customers, especially as the company approached a potential IPO. The two-day celebration in London featured discussions and challenges with notable figures, commemorating Revolut’s milestone of 50 million global customers. This campaign exemplifies how fintech companies can leverage cultural events and celebrity partnerships to resonate with younger demographics and reshape brand perceptions.
4. Wealthfront’s “Building Wealth Together”: Championing Diversity
Wealthfront’s 2025 campaign, “Building Wealth Together,” focused on increasing financial literacy and access among diverse communities. By spotlighting how its services could help individuals from various socio-economic and ethnic backgrounds build wealth, particularly in underserved communities, Wealthfront addressed the pressing issue of diversity andinclusion in finance. The campaign’s success lies in its authentic representation andcommitment to creating a more inclusive narrative within fintech, fostering both customer engagement and brand loyalty.
5. SoFi’s “Banking Made Simple”: Inclusive Lending for All
SoFi’s “Banking Made Simple” initiative sought to provide greater financial access to individuals with non-traditional credit histories, including those with lower credit scores or self-employed individuals. Through compelling real-life success stories, SoFi highlighted how its alternative credit scoring model has made a significant impact in the lives ofindividuals previously underserved by traditional financial institutions. This campaign underscores the importance of inclusivity in lending practices and the role of fintech in democratizing financial services.
6. Mint’s “AI for Personal Finance”: Personalization at Scale
Mint’s 2025 PR campaign, “AI for Personal Finance,” showcased how its advanced artificial intelligence features can help users take control of their finances. The new AI-powered capabilities were designed to provide personalized financial advice, optimize spending, andpredict future financial trends based on user behavior. By tapping into the growing interest in AI-driven solutions, Mint positioned itself as an innovative leader in the personal finance space, attracting a younger audience interested in tech-driven financial solutions.
7. Venmo’s “What’s Your Venmo?”: Embedding into Daily Life
Venmo’s “What’s Your Venmo?” campaign aimed to make the app feel like an integral part ofdaily life. By collaborating with creative agency 72andSunny LA, Venmo focused on authentic storytelling, using real-life scenarios where the app naturally fit into the rhythm of a fast-paced, connected world. Music played a pivotal role, with carefully selected tracks mirroring the cultural pulse of Gen Z. This campaign exemplifies how fintech companies can embed their services into the cultural fabric of their target audience, making financial transactions feel seamless and natural.
8. Robinhood’s “We Are All Investors”: Democratizing Finance
Robinhood’s “We Are All Investors” campaign focused on the democratization of investing, aligning with its mission to make financial markets accessible to everyone. Collaborating with well-known fintech bloggers and everyday users, Robinhood showcased how easy it could be to start investing, with influencers providing a relatable touch to what could have been a dry financial topic. Despite facing challenges due to past controversies, the campaign generated significant reach and increased app downloads, highlighting the importance ofrebuilding trust through inclusive messaging.
9. Nuvei’s “Aboot Payments” with Ryan Reynolds: Celebrity Endorsement in B2B
Nuvei, a Canadian payment company, surprised the fintech world by enlisting actor Ryan Reynolds for its “Aboot Payments” campaign. Known for his comedic style, Reynolds brought a fresh and engaging approach to B2B fintech marketing. His involvement not only highlighted Nuvei’s Canadian roots but also showcased the company’s innovative payment solutions in a relatable and entertaining manner. This campaign demonstrates the effectiveness of celebrity endorsements in elevating brand visibility and appeal, even in the B2B sector.
10. Klarna’s “Get What You Love” with A$AP Rocky: Pop Culture Integration
Klarna’s “Get What You Love” campaign featured rapper A$AP Rocky, who became the face ofthe company’s buy-now-pay-later service. The campaign aimed to encourage consumers to embrace post-pandemic shopping habits, using humor and pop culture references to resonate with a younger audience. Despite facing backlash over concerns about the ethical implications of the buy-now-pay-later model, the campaign garnered significant attention and engagement, highlighting the power of integrating pop culture into fintech marketing.
Conclusion: Lessons from 2025’s Fintech PR Landscape
The fintech PR campaigns of 2025 have set new standards in the industry, emphasizing the following key takeaways:
- Authenticity and Inclusivity: Campaigns like Wealthfront’s “Building Wealth Together” and SoFi’s “Banking Made Simple” demonstrate the importance of representing diverse communities and offering inclusive financial solutions.
- Cultural Relevance: Initiatives such as Venmo’s “What’s Your Venmo?” and Klarna’s “Get What You Love” highlight the effectiveness of integrating fintech services into cultural narratives and everyday life.
- Innovative Storytelling: Collaborations with celebrities, as seen in Nuvei’s “Aboot Payments” and Robinhood’s “We Are All Investors,” showcase the power of creative storytelling in engaging audiences.
- Strategic Partnerships: Airwallex’s sponsorship of McLaren exemplifies how aligning with established global brands can enhance trust and credibility.
As the fintech industry continues to evolve, these campaigns serve as benchmarks for future PR strategies, emphasizing the need for innovation, inclusivity, and cultural resonance in connecting with audiences.
