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Top Fintech Trends Every Marketer Needs to Know in 2023

The competition among businesses in digital marketing is so fierce that even experienced marketers are facing difficulties in reaching their goals. This gets even worse when it comes to B2B companies because their target audiences are mostly professionals.

In a situation like this, being aware of the most recent trends in your niche is key to outperforming your competitors. Fintech is one of the fastest-growing services among tech-based companies, especially B2B ones.

In this article, we’re going to let you know the top trends in the fintech industry to help marketers and business owners build a suitable plan for the future.  

What Is Fintech

Fintech (a combination of the words ‘Financial’ and ‘Technology’) includes any service that provides clients with financial services using software technologies.

It aims to improve their use and delivery to global consumers. Although it’s a relatively new niche, lots of B2C and B2B startups have already embarked on fintech services in recent years.

Examples of Fintech Products

Here are some example of fintech services –

Crowdfunding Platforms

Funding is one of the biggest obstacles to starting a new business. Fintech companies like Kickstarter and Patreon aim to simplify this process by helping you raise capital much faster.


Ripple, Ethereum, and Bitcoin cryptocurrencies

Cryptocurrency wallets and payments are also important breakthroughs in the fintech industry. Cryptocurrency exchanges like Coinbase and Gemini connect users to simplify the buying and selling of different cryptocurrencies like Bitcoin, Ethereum, and of course Dogecoin (to the moon 🚀).

Mobile Payments

Online payments are among the most important necessities nowadays, especially in the age of the COVID-19 pandemic and remote work. Mobile payment solutions are also very much sought-after these days and have a great potential for fintech companies.

Budgeting Apps

Personal and business budgeting is another challenging task for individuals and businesses that can use fintech products to manage their personal finance and invoicing.

Social Media Accounts Marketplaces

Popular pages and accounts on social media platforms like Facebook, Twitter, and Instagram are really sought-after these days that many users and influencers try to sell their accounts for a large sum of money. As a result, companies like Social Tradia have come up and it acts as a marketplace to facilitate the process of buying and selling the accounts. More importantly, it handles all the transactions.

8 Top Fintech Trends in 2022

If you have a tech company focusing on financial services or even if you’re a marketer, you need to become familiar with the most recent fintech trends. This way, you can build a strong marketing strategy to outperform your rivals.

Here are 8 top fintech trends in 2022 –


Financial services are not something people and businesses easily trust. Countless rumors and instances of fraud in the financial markets have made people look at the fintech services with special scrutiny.

More importantly, the news of selling users’ personal data by tech companies makes the problem even worse. Trust in your business is key to encourage potential clients to use your services and keep your current customers loyal.

You need to ensure that you pay attention to your users’ rights and never misuse their information for your personal gain.

Also, it is essential for you to have verified business accounts on popular social networks like Facebook and Instagram. Along with a well-designed website, these accounts let you gain the trust of more people and grow your business. 

Content Marketing

Content is king in the realm of marketing, no matter if you have a B2B company or a B2C one. Content marketers are creating waves in digital marketing, and it seems that this trend will continue in the future.

Fintech companies can also greatly benefit from this strategy by building an online brand identity, increasing customer stickiness and loyalty. This, in turn, helps them increase their sales and revenue.

Remember that the more personalized and specific your content is, the better feedback you’ll get. In fact, you shouldn’t just focus on creating some SEO-optimized pieces of content to increase visibility, you should also spend some time and money on creating industry-specific content, case studies, and testimonials.

Try to educate your audience and help them understand why they need to use your fintech service providing them with live examples.

User-Centric Culture

Believe it or not, the majority of the users of fintech products will be Gen Z, that have grown with the internet.

One thing to be noted about them is that they can’t wait for you to get back to them. They need an instant response, and they expect everything in a fast, easily understandable format.

So having a user-centric culture is a must for your company if you want your customers to be loyal.

Tracking your online brand reputation can be a good way to make sure you’re performing well in the eyes of your users. Online reviews play a significant role in the decisions taken by new customers, and therefore, you need to take care of them. Using sentiment analysis tools and online reputation management services are strongly recommended.

More importantly, even B2B companies need to work based on a user-centric culture so that they avoid losing their current customers.

Big Data, Artificial Intelligence, and Machine Learning

We’re on the verge of a revolution in data science, and it will definitely have an impact on your future strategies.

It seems that in the near future, no fintech product can grow without leveraging AI and machine learning.

If you want to look like a niche thought leader and get ahead of the competition, you need to think of using data analytics to improve your services.

Using these technologies can also lead to a higher level of security in your services. For example, you can easily track and block any suspicious transactions that seem to be against your terms of use. Or, you can even use blockchain to keep track of all user transactions on the ledger where they can’t be tampered with.

AP Automation

AP Automation is another important process in the fintech industry in recent years. Accounts Payable Automation is used to automate payment processes and simplify them by removing manual tasks.

It is really helpful for providing better visibility and having more control over important transaction data.

Almost all businesses are shifting from manual accounting processes towards these cutting-edge, cloud-based automation services. If you have a B2B fintech brand, this is a perfect service to focus on in 2022.

Reducing the Number of Accountants

Along with the fast-growing fintech products, the recessions in the wake of the COVID-19 pandemic have also caused huge unemployment among accountants and financial officers.

Although it’s really depressing for graduates in these fields, B2B fintech companies are taking advantage of it to sell their services.

They’re replacing employees with SaaS platforms to reduce the costs for executing repetitive manual tasks and increase the speed of financial tasks.

B2B Fintech Lending

The Coronavirus outbreak has caused uncertainty among many traditional institutions and they aren’t lending money easily like they used to. In this situation, fintech solutions can take higher risks in exchange for huge payoffs. This lets big and small businesses survive the crisis.

B2B fintech services can play a crucial role in funding for industries, especially small businesses. Crowdfunding would then be a major trend in 2022, and even after that because when fintech services take control of the market, they’ll not lose it that easily.

Voice Payment

Voice technologies like voice search are among the trendiest services in recent years. Fintech companies can also use it to improve their services and one-up their competitors.

Voice payments are becoming a strong trend these days, and that’s why more and more banking services are now shifting toward this technology.

Remember that more and more people are using smartphones for purchasing, and therefore, voice payments have a great potential for growth.


Fintech services are one of the most important SaaS platforms and they have a great potential for growth in the upcoming years too. In this article, we reviewed some of the boldest fintech trends in the industry to let marketers and business owners know the future better. This way, they can build a strong marketing strategy to win the competition and increase their sales.

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