You know that feeling when you’re about to download a new app that manages your finances somehow – think of a banking app, trading app, or maybe even some budgeting tool. That thought, “Wait, can I really trust these people with my money.”
That hesitation is the exact issue that your fintech company needs to overcome every time it acquires a new customer or investor.
Similar (and perhaps even more so) than in traditional finance, trust is not just a nice-to-have in fintech—it’s absolutely fundamental to the long-term success of your business. Without it, even the most innovative products and services will struggle to find users willing to make a leap of blind faith.
The good news is that there is one straightforward yet effective way to boost trust in your brand: social proof.
It’s the digital equivalent of seeing a line outside a restaurant and thinking, “That place must be good.” When done right, social proof transforms skeptical visitors into confident customers by showing them they’re not the first to trust you with their financial lives. With this in mind, let’s look at some social proof strategies that deliver actual results.
Specialized Fintech PR Distribution
Specialized fintech PR distribution provides a fantastic means for driving that all-important brand awareness and social proof for your company. Unlike the more generic PR services, these specialized platforms are entirely tailored to your industry, helping you connect with Tier-1 publications and traditional media outlets that matter most.
Many people forget that getting your company mentioned in major publications is not about vanity metrics—it’s about building legitimate trust through association.
When potential customers, users, and investors stumble across your brand’s being featured on trusted sites they frequently visit, it immediately signals that you’re trustworthy and that your company is legitimate.
In a space where trust is paramount, having these mentions is worth their weight in gold, especially if you’re a startup. To make your life even easier, many of these services can help you craft a dedicated finance press release that hits the right notes with both industry insiders and potential customers. They know when to emphasize the technical innovation for trade publications and when to focus on consumer benefits for mainstream media.
Show Real Customer Success Stories
Numbers are significant and tell an essential part of the story. But having real people who use your product share their first-hand experiences tell a much more compelling one. Customer and user testimonials and case studies put that all-important human face on your tech solution.
Think about it—you’re probably more likely to try a new budgeting app if your friend raves about how it helped them save for a vacation than if you just see an ad claiming it’s “efficient.” The same psychology applies to your potential customers. For fintech specifically, focus on the outcomes that matter:
- How much time did your solution save them?
- What financial gains did they experience?
- How did you solve a specific pain point?
Try to capture different customer personalities in your case studies and testimonials. Your customers are likely of various ages and backgrounds, which means they have different pain points, wants, and needs. Keep this in mind and create a case study that each of these target customers could use as a reference for their own experience.
Display Security Badges and Certifications
In fintech, security isn’t just a feature—it’s a fundamental expectation. Promising relevant security certifications on your website signals that you take data protection seriously.
Consider your behavior when you visit a website asking for your credit card information. Don’t you feel that little twinge of hesitation? That split-second where you look for reassurance? Your customers think that too—maybe even more intensely when considering a fintech solution. Certifications worth displaying on your site include:
- SOC 2 compliance
- PCI DSS certification
- ISO 27001
- GDPR Compliance
- Any relevant banking partnerships or regulatory approvals
These badges work as instant credibility signals, especially for more security-conscious customers who might be researching your company.
But don’t just throw these logos at the bottom of your homepage and call it a day. Give them context and explain what they mean. “SOC 2 Type II compliance” might not mean much to the average person, but “We voluntarily seek out independent audits to ensure your data is protected” certainly does.
Partner with Established Financial Institutions
The fintech industry is usually marketed as the disruptor of the traditional finance industry, with a wave of small, unaffiliated startups coming in to revolutionize the space and kick the old-school Wall Street-type businesses to the curb. However, that is simply not the case—nor is it the goal for any real business looking to make a difference.
The truth is that many successful fintech brands have partnerships with traditional finance institutions. These strategic partnerships can boost credibility, similar to what we discussed using a FinTech press release platform earlier.
These partnerships signal that established players with rigorous compliance standards have vetted your company. Think about it from your customer’s perspective: “If Bank of America is willing to work with this payment platform, they must have their act together.”
Even if the partnership is limited in scope, the association can help overcome the trust barrier that many potential customers have with newer fintech solutions.
When announcing these partnerships, be transparent about the nature of the relationship without overstating it. Saying “In partnership with Chase Bank” when they’re merely one of your banking providers could backfire. Instead, be specific: “Chosen by Chase Bank to provide real-time fraud detection for their small business customers.”
Remember that these partnerships are two-way streets. Traditional financial institutions partner with fintech because they bring innovation, agility, and specialized expertise. Don’t position yourself as the junior partner—emphasize the mutual benefits and complementary strengths that make the partnership valuable to both parties.
Final Word
Social proof isn’t just a marketing trick. It’s about honestly showcasing your brand’s value, legitimacy, and authenticity. At the same time, it’s not something you can just go and build up overnight. Actual social proof is earned; it takes effort and time to do well.
As you implement the strategies mentioned in this guide, make sure they are visible throughout the customer journey. You want potential users and customers to see and hear your brand name as they go about their daily lives. You also want them to see that others are using your product successfully, established institutions trust you, and you’re investing in protecting their financial data.
Your most powerful asset isn’t flashy features—the confidence that comes when customers see that others have already taken the leap and been rewarded for it.