Financial journalists are bored with “evolving landscapes.” Tech reporters are tired of “disruption” stories. Instead, newsrooms are chasing a different kind of fintech narrative – one that focuses on how established businesses are quietly reinventing themselves through payment innovation and customer engagement. The stories that make headlines in 2025 aren’t all going to be about future possibilities – they’ll be about what’s working right now.
Here, we’ll examine which fintech PR and payments trends are driving media interest, and what that will mean for businesses who want to stay in the conversation in 2025.
The B2B Payments Revolution Nobody Expected
Even as consumer payments have become faster, easier and more integrated in our day-to-day lives, the business-to-business payments world has been slow to shed paper checks and manual processes. But something interesting is happening: companies are finally demanding the same seamless experience they get in their personal lives. And business journalists are increasingly fascinated by this B2B payment transformation.
“There’s a growing desire among business buyers for the simplicity and convenience they’ve come to expect in their personal consumer transactions,” says Brandon Spear, CEO of TreviPay, “and as suppliers strive to bridge this gap, it will be important to leverage technologies to make B2B payments feel invisible, like the top consumer brands are doing.”
While consumer payment innovation once dominated headlines, editorial focus has shifted to the modernization of business transactions. Major financial publications are running in-depth series on these rapid technological advancements, with particular attention on how traditional banks are partnering with fintechs to embrace innovation.
Trade publications are especially focusing on manufacturing and distribution sectors, where payment modernization intersects with supply chain resilience. The narrative has evolved from broader “digital transformation” stories to more nuanced coverage of how payment innovation affects business operations. Journalists are seeking out C-suite perspectives on how these advancements are reshaping their strategic planning.
How Has Embedded Finance Media Coverage Evolved?
Media coverage of embedded finance has matured significantly. Where 2023-24 headlines focused on the potential of banking-as-a-service, today’s coverage examines real implementation stories. Business reporters are particularly interested in regional banks and credit unions, with frequent features on how smaller institutions are using technology partnerships and innovation to compete with national banks.
Industry analysts quoted in mainstream business media are increasingly highlighting the competitive advantage angle. The story isn’t about the technology anymore – it’s about how businesses are using embedded finance to create new revenue streams or retain customers.
“The gauge of success in banking is evolving. Banks have historically measured success by basis point changes on balance sheets,” argues Derek White, CEO of Galileo Financial Technologies, “but digital-forward banks account for an additional metric—basis point changes in customer interactions.”
This shift in media narrative suggests that embedded finance is moving from a tech story to a core business strategy story.
The New Loyalty Coverage Angle
Media treatment of loyalty programs has also undergone a fascinating shift. Retail trade publications are moving away from constant points-and-rewards coverage toward deeper analysis of incentives strategy. Journalists are particularly interested in the privacy implications of modern loyalty programs, with frequent coverage of how brands balance personalization with customer data protection.
What’s notable is how this coverage spans different media sectors. Marketing publications focus on engagement metrics, privacy-focused tech media examine fraud prevention, and business publications explore the revenue implications. This cross-sector coverage indicates that loyalty programs are being viewed as central to business strategy rather than just marketing tools.
“In this dynamic retail landscape, traditional methods of attracting customers are no longer enough to drive sales amidst shifting consumer behavior and economic challenges,” says Ed Wogan of rewards provider Valuedynamx, “those who embrace loyalty partnerships will navigate the complexities of this environment while paving the way for sustained success in the future.”
Contextual Payments Through a Media Lens
The media’s approach to covering payment innovation has evolved significantly. Rather than focusing on technology specifications, journalists are exploring the human impact of payment solutions. Stories about contextual payments – enhanced, seamless payment experiences fueled by real-time data – are increasingly appearing in lifestyle and consumer interest sections, not just business technology coverage.
Healthcare payment solutions are getting particular attention, with medical trade publications regularly featuring stories about patient financial experience. This indicates a broader trend in how media connects financial technology to quality-of-life improvements.
How can you increase your media coverage? Watch these 4 Fintech PR Editorial Trends
Several key patterns are emerging in how media covers these sectors. Keeping these trends in mind as you formulate media pitches or conduct outreach for hard news:
- Long-form Analysis Over News Briefs: Publications are investing in deeper, investigative pieces about fintech implementation rather than quick news hits about product launches. Provide a spokesperson that can go deep in their area of expertise.
- Cross-Industry Impact: Stories increasingly examine how fintech trends affect multiple sectors, with journalists seeking perspectives from diverse industry leaders. Offer use-cases and client examples that add context to the story.
- Human Interest Angles: Even in B2B coverage, there’s growing emphasis on how financial technology affects individual workers and consumers. Provide original data, customer stories or other anecdotes to bring a story to life.
- Regulatory Focus: Coverage of fintech innovation is more frequently paired with analysis of regulatory implications, particularly in international business media. Media train your regulatory experts so they can simplify complex topics for journalists.
What This Means for Your Media Strategy
Understanding these fintech PR media trends is crucial for positioning your business effectively:
- Trade journalists are looking for implementation stories that show real business impact.
- Publications are particularly interested in regional and sector-specific applications of financial technology.
- There’s a growing appetite for data-driven stories about customer behavior and business adaptation.
- Reporters are seeking executives who can speak to both technical and strategic aspects of financial innovation.
Looking Ahead
Media coverage in this space is becoming more sophisticated and nuanced. Successful companies will be those that can speak to multiple aspects of financial innovation – from technical capability to business strategy to human impact. The most compelling stories are those that demonstrate measurable business results while acknowledging the broader implications for industry and society.
The media narrative is moving beyond simple digital transformation stories to examine how financial technology is reshaping business relationships and industry structures. Companies that understand and can speak to these broader implications will find themselves better positioned to contribute to and benefit from media coverage in 2025.