In an industry as high-stakes and highly regulated as fintech, public relations is no longer a luxury — it’s survival. For consumer-facing fintech brands, PR is the lifeblood of trust. It’s not enough to offer slick apps or zero-fee banking. You have to earn legitimacy, build emotional resonance, and tell stories that land — all while sidestepping the landmines of compliance and skepticism.
But when done right, fintech PR becomes a superpower. It drives adoption, loyalty, investor confidence, and even policy goodwill. Here’s a deep dive into how several standout brands have mastered the art of consumer fintech PR — and what the rest of the industry can learn.
Klarna’s Y2K Revival: A Masterclass in Pop Culture Positioning
In a time when Gen Z and Millennials dominate purchasing power, Klarna leaned into nostalgia — and nailed it. Their “House of Y2K” campaign, featuring none other than Paris Hilton, brought 2000s aesthetics roaring back into the cultural spotlight. From the fashion to the music to the launch party itself, Klarna merged online shopping and cultural immersion with remarkable precision.
The numbers speak for themselves:
- A 63% increase in app downloads
- Over 7 billion social impressions
- 344 earned media placements worldwide
- A sold-out pop-up event with 450+ attendees
But it wasn’t just hype — it was smart strategy. Klarna used the campaign to position itself as the ultimate “cool friend” of modern shopping: seamless, stylish, and culturally aware. Instead of lecturing consumers on features, Klarna made them feel something. And when consumers feel, they buy.
The takeaway? Fintechs can be fun — and they should be. If your product lives in people’s phones, your brand better live in their lives.
Chime’s Pandemic Response: PR Through Action, Not Words
While others were drafting mission statements, Chime was wiring money.
During the early days of the COVID-19 pandemic, when millions of Americans were waiting for delayed federal stimulus checks, Chime fronted the funds. The company advanced $1.5 billion in government payments to customers — often days before traditional banks.
That single move didn’t just grab headlines — it validated Chime’s core brand promise: to work for people, not profit. The company’s media strategy was simple — highlight the impact, tell the stories, and let trusted outlets likeThe New York Times, CNBC, and Forbes do the talking.
By the time other neobanks tried to catch up, Chime had already won both the moral high ground and the media cycle.
Lesson learned? Don’t just say you’re different. Prove it. Then tell the story well.
iZettle’s Pop-Up Market: How to Own a Category (on a Budget)
PR doesn’t need a $1 million budget — but it does need creativity. Swedish fintech iZettle proved this with its scrappy, brilliant pop-up market campaign in the UK.
With just £25,000, iZettle set up a temporary marketplace in central London where small businesses could sell goods using iZettle’s mobile point-of-sale system. These entrepreneurs brought their own brands; iZettle brought the infrastructure — and invited the press.
The impact was massive:
- 425% increase in product sales during the activation
- 17,000 products sold
- 80+ pieces of local media coverage
- Recognition from Apple as one of the Best Apps of the Year
The campaign smartly aligned iZettle with the small business community — turning customers into ambassadors and PR targets into storytellers.
Key insight: Help your customers succeed publicly, and they’ll become your best PR team.
Wealthfront’s DEI Pivot: Inclusion as a Differentiator
In 2025, Wealthfront rebranded its outreach strategy with a bold message: “Building Wealth Together.” The campaign tackled a tricky but important truth — traditional investing has excluded millions.
Wealthfront spotlighted stories of first-generation investors, people of color, and underserved communities navigating wealth-building with the company’s tools. The messaging was amplified by partnerships with nonprofits, creators, and community leaders — not just finance influencers.
Importantly, the campaign avoided performative gestures. It didn’t just show diversity — it invested in it, by offering tailored tools, content, and outreach in historically overlooked markets.
PR success was measured not in headlines alone, but in loyalty, referrals, and long-term trust.
What worked? Real inclusion, not checkbox diversity. Fintechs don’t need to pander — they need to empower.
What Great Fintech PR Has in Common
Across these campaigns, the common thread isn’t gimmicks or jargon — it’s narrative clarity and cultural relevance. Winning PR in the consumer fintech space comes down to:
- Authenticity: People smell spin. They crave real action.
- Emotion: Even money is emotional. PR should reflect that.
- Consistency: A single viral campaign won’t offset years of boring brand messaging.
- Cultural fluency: Understand what matters to your audience — then show up with relevance.
As fintech brands continue to democratize access, challenge incumbents, and push the boundaries of finance, PR must evolve from a megaphone to a mission vehicle.
