Executive Summary: To find the right fintech PR agency, you need to consider more than flashy media results. Look for deep fintech knowledge, strategic storytelling skills, proven growth-stage experience, measurable outcomes, complementary strengths, and standout creativity. This guide breaks down each must-have to help you hire a partner perfect for your needs.
In fintech, differentiation is hard-won. Whether you’re prepping for an IPO, announcing a product launch, or elevating the visibility of your executives, your PR partner can make or break your next growth phase. These six standards will help you identify partners who can drive the business outcomes that matter in a competitive, crowded industry.
1. Fintech Fluency is Non-Negotiable
If they need a crash course in APIs, AML compliance, or embedded finance, keep looking. Generalist PR agencies won’t cut it in fintech, because your agency needs to speak the language of your industry.
That means they understand the regulatory environment, can navigate the nuances of your buyers and verticals, and know how to insert your brand into media conversations that matter. Ask about their fintech track record, past clients, and the trade media relationships they’ve cultivated.
2. Look for Detailed PR Strategy, Not Just Service
Getting media placements is important, but only if it’s the right kind of media for you. It’s important to find a PR firm with an experienced team that can build a narrative that aligns with your business goals.
Ensure that the team who pitches is the team you work with. Will their senior strategist engage with your team regularly? Can your team turn product features into compelling stories for media, investors, and customers? A strong fintech PR partner knows how to architect messaging frameworks, develop storylines that shape your category, and deliver content in the outlets that drive leads and trust.
3. Ensure They Get Your Fintech’s Stage of Growth
A Series C scale-up has a different needs than a public company. Your agency should understand your speed, your goals, and your internal realities, and deliver strategies and results that your team can actually consume. At the same time, you want them to be ready to grow with you. Ask how they’ve supported companies at similar stages, and make sure their scope and approach align with how you operate.
4. Demand Measurable Public Relations Outcomes, Not Vanity Metrics
Meaningful PR services should drive growth. That means measuring more than media volume. Ask how they track share of voice against competitors, key message pull-through and domain authority. Make sure they identify the right media targets and evaluate how many placements land in those targets. Your executive team may not care about ‘potential impressions,’ but they care about impact. Your PR agency should too.
5. Find a PR Agency That Complements Your Internal Strengths
Your PR team should do more than offer generic PR services. They should be good at filling the gaps on your team or capabilities. Maybe your team is strong on product but weak on messaging. Or you’ve got execs with opinions but no thought leadership plan or consistent messaging. Look for an agency that amplifies what you already do well and fills in what you don’t have time or expertise for.
6. Chemistry & Creativity: The Intangibles That Make PR Partnerships Work
Fintech media is flooded with smart companies, but it’s short on standout stories. A great PR partner can find and frame what makes you different. Test their creativity by asking what angles they’d pitch right now. And test the chemistry: do they challenge your thinking in the right ways? Do they “get” you? You’ll be in close contact weekly—make sure the relationship clicks.
Choosing the best PR partner in fintech is all about finding a team that understands your business, sharpens your story, and delivers results that matter. Get it right and your agency will feel like a strategic extension of your team.
If you’re looking for a partner who knows fintech inside and out—and knows how to move the needle—we’re ready to talk.
