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Only a small percentage of any Fintech’s prospective audience is actively in-market at any one time. In fact, across most B2B buying cycles, less than 5% of your target audience is in a position to purchase right now. That means over 90% are not currently buying—but they are paying attention.

They are watching. Learning. Quietly assessing who shows up consistently. Who has a voice worth listening to. Who brings clarity rather than noise. Who might be a credible guide when the time comes to choose a solution, a partner, or a platform.

In this context, trust becomes your most valuable currency—and trust isn’t built by shouting louder, pushing features, flooding feeds with ads, or chasing every short-term conversion. But many Fintechs, under pressure to prove traction, fall into this trap. They prioritise campaign clicks over consistency. Growth hacks over grounded messaging. Visibility spikes over sustainable brand equity.

It’s an understandable impulse—but a risky one.

Because in today’s crowded Fintech ecosystem—where product innovation is expected, funding is increasingly selective, and messaging often converges around the same buzzwords—the brands that win are the ones who play the long game. They build presence, not just awareness. Credibility, not just visibility. Recognition, not just impressions.

This is great in theory but how do you build trust, differentiation, and relevance in a market that moves fast and forgets faster? For Fintechs, staying top of mind until your audience is ready to buy is everything, but here’s the truth:

🚫 No one builds trust by blasting CTAs.
🚫 Impressions don’t build relationships.
🚫 And if everyone’s is innovative and disruptive, then no one is.

And aqually importantly:

🚫 You won’t be chosen unless you’ve been seen.
🚫 You won’t be remembered unless you’ve been consistent.
🚫 You won’t be trusted unless you’ve been relevant over time.

Instead:

🟢 Your audience buys when trust is established
🟢 That trust is earned by solving problems, not pushing features.
🟢 And yet getting it right often means failing first. It’s not a flaw, it is part of the playbook that build the foundation.

This is the role of strategic presence:

🟢 Not content for the algorithm, but visibility with purpose.
A deliberate expression of thought, crafted to inform and influence—not merely to perform.
Presence, when rooted in clarity, transcends metrics and moves markets.

🟢 Not reactive posting, but intentional positioning.
An enduring voice is rarely improvised.
It is shaped by principles, anchored in narrative, and released with precision.

🟢 Not chasing attention, but earning resonance.
Where attention flickers, resonance endures.
The quiet authority of a brand lies not in how loudly it speaks, but in how deeply it is heard.

🟢 Not short bursts of noise, but sustained narrative clarity.
Influence is not built in moments of intensity, but through continuity of message.
Those who endure are those who articulate, refine, and repeat with elegance.

🟢 Not just showing up, but standing out meaningfully over time.
Recognition is the reward of consistency; distinction the result of intent.
In a sea of sameness, it is clarity of purpose that elevates.

🟢 Not selling to everyone, but becoming unforgettable to the right ones.
Great brands do not seek to persuade the many—they remain unforgettable to the few who matter most.
It is in this discipline that trust is formed, and loyalty secured.

Last week, I had the pleasure of moderating a Masterclass at the Merchant Payments Ecosystem precisely on this topic. A great conversation packed with insights and here some of my key quotes from the panellists:

💡Robert Kraal – “If you’re doing something others already do, your pitch better be exceptional. Otherwise, build for uniqueness and clarity from day one. It’s not just the product. It’s about doing something unique and knowing why you’re doing it. Bearing in mind that failure isn’t a setback. VCs value prior experience, networks, and domain credibility.”

💡Miranda McLean FCIM – “In Fintech, trust is currency. In those early unknown-brand days, credibility comes from association… whether it’s a respected investor, a big-name client, or your own voice.”

💡Helen Owen – ”If you haven’t done the foundational work—purpose, positioning, ICP—don’t expect your comms or traction to click. You’ll just end up marketing to no one. Know your audience, focus on why it matters, not just what you do differently then scaling with intention.”

💡Angela Yore (Fin/Tech PR) – “Start with a strong vision, mission, and values. Products evolve, but that founding story is your constant, it’s what earns you trust, press, and funding. But also audience quality matters more than reach. Metrics mean little if the message is empty.”

For me ultimately, it’s important to keep in mind that you won’t convert everyone no matter how good your product is. So being brutal about where you show up and owning those lanes boldly with consistency, clarity and purpose will carve your distinct space!

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