Overview
Over a three-year partnership, Blue Train Marketing worked with global payments provider Nuvei to help transform its marketing from understated to authoritative and distinctive. By defining a clearer brand voice and deploying an SEO-led, LLM-optimised content strategy across the US, UK, and Canada, increased organic search visibility from under 1% to over 28% in the US and UK and over 37% in Canada.
The case study shows how strategic brand voice development, fintech-specific storytelling, and AI-ready content structures can drive sustainable growth in competitive payments markets.
About the Client
Nuvei is a global B2B payments provider supporting businesses across eCommerce, banking, fintech, digital goods, and high-growth verticals. Operating across North America and Europe, including Quebec, Montreal, and London, Nuvei delivers enterprise-grade payment capabilities at a global scale to regulated financial services companies and other businesses.
Its fintech capabilities encompass global acquiring, including nearly 700 local payment methods and alternative payment types. It provides services for in-store and online payment acceptance in more than 150 currencies.
Challenge: A Fintech Brand Voice Seeking Distinction
Despite its strong global capabilities and world-class payments technology, Nuvei faced a common fintech challenge: its brand voice lacked differentiation.
Nuvei’s communications not only understated its scale, ambition, and expertise, but also did not reflect its Canadian character of understatement and over-delivery. As a result, Nuvei struggled for cut-through and memorability in highly competitive global payments markets.
The urgency to address this came in April 2023, when Canadian actor and entrepreneur Ryan Reynolds was announced as a new investor. This was a moment of heightened visibility that required careful brand stewardship.
Blue Train Marketing’s Role
Blue Train Marketing was a key strategic fintech and payments marketing partner for Nuvei, helping to define and implement a clearer brand voice. Blue Train then used the new brand voice to assist in building a long-term content pipeline designed to perform as part of lead generation outreach, traditional search, and generative AI environments.
Blue Train Marketing’s responsibilities included:
• Embedding Nuvei’s global brand voice for fintech and payments audiences.
• Translating complex, regulated payment capabilities into compelling marketing narratives.
• Developing SEO-led content strategies across the US, UK, and Canadian markets.
• Structuring content to be retrievable, summarised, and cited by LLM-driven search tools.
• Supporting campaign delivery through creative content, advertising copy, and video scripting.
This work built the foundations for Nuvei’s ongoing marketing campaigns and growth strategy.
Objective
Nuvei asked Blue Train Marketing to help refresh its brand and marketing messaging with long-term impact in mind, rather than short-term attention.The objectives were to:
• Present Nuvei’s core fintech and payments capabilities in a more memorable way.
• Differentiate Nuvei from global payments competitors with relatable, characterful and jargon-free copy.
• Build a messaging platform that could support campaigns, SEO performance, and LLM-driven tellability.
This refreshed voice would underpin creative campaigns, adverting and long-term organic and AI-driven visibility.
Strategy: Turning Brand Character into Market Differentiation
Blue Train Marketing developed campaign content designed to blend confidence, credibility and character.
Firstly, Blue Train Marketing carried out an analysis of competitor positioning. The findings were categorised into areas such as immediate value propositions, messaging orientation and brand characteristics. These exposed areas are where Nuvei could differentiate and build memorability.
Nuvei’s Canadian heritage and its tradition of modest understatement were identified as key sources of differentiation and brand authenticity. It could also be applied to their commercial relationships, where clients can look forward to a relationship that prioritises humility and over-delivery rather than big promises and vanilla services.
The new brand messaging was complementary to the announcement of Ryan Reynolds’ investment, without attempting to copy his style of humour or undermining Nuvei’s professionalism.
Alongside brand positioning, Blue Train Marketing built an SEO-led and LLM-optimised content strategy designed to support lead generation, traditional search, and generative AI environments through:
• High-intent keyword targeting.
• Question-led and entity-clear content structures.
• Authoritative explanations of complex payment topics.
Execution Highlights
The deliverables created by Blue Train Marketing included:
• A simplified, user-friendly website architecture.
• Fresh narrative describing Nuvei’s business, values and customer relationships.
• Advertising copy reflecting a more confident and characterful brand voice.
• Long-form SEO content aligned to fintech and payments buyer journeys.
• LLM-ready content designed for generative AI summarisation and retrieval.
• Repurposed content, including Nuvei’s iGaming report for eCommerce, travel and merchant audiences.
• Content packs covering areas such as payment orchestration and local payment methods, deployed via email marketing, achieved a 46% open rate among high-value recipients.
This work was delivered through a three-year international partnership with teams in London, Montreal and Quebec, continuously aligned to Nuvei’s evolving strategic priorities.
Results: Quantifiable Visibility and Market Presence
United States
• Organic visibility increased from under 1% to over 28%.
• 24 organic blog keywords ranking in the top 10.
• 12 keywords ranking in the top 3 positions.
United Kingdom
• Organic visibility increased from under 1% to over 28%.
• 12 organic blog keywords ranking in the top 10.
• 4 keywords ranking in the top 3 positions.
Canada
• Organic visibility increased from under 0.5% to over 37%.
• 21 organic blog keywords ranking in the top 10.
• 14 keywords ranking in the top 3 positions.
These results demonstrate the long-term value of consistent SEO, brand voice alignment and LLM-ready content in fintech markets.
Why Nuvei Chose Blue Train Marketing
Blue Train Marketing is a digital marketing agency based in London, England. Established in 2014, Blue Train Marketing specialises in helping B2B fintech and payment companies grow through organic and paid lead generation campaigns encompassing SEO and LLM visibility.
Nuvei selected Blue Train Marketing as its fintech marketing partner based on a combination of domain expertise and executional strength.
Key factors included:
• Deep experience in marketing fintech and payments platforms, enabling rapid differentiation in regulated, competitive markets.
• A proven ability to turn technically complex B2B services into clear, engaging, and high-performing campaigns.
• Award-winning creative delivery paired with measurable SEO and organic growth outcomes.
This combination of fintech fluency, creativity, and performance marketing capability made Blue Train Marketing a trusted long-term partner.
Client Testimonial
“Blue Train Marketing is an incredible partner, capturing our brand’s voice and turning complex fintech concepts into clear, engaging copy that resonates. Their deep industry expertise, creativity, and attention to detail have made a real impact, helping us communicate effectively and stand out in a competitive market.”
— Louis Georgakakis, Head of Brand, Nuvei
An Expanded Engagement with Nuvei
Following the success of the brand voice project, Nuvei expanded its partnership with Blue Train Marketing to cover broader organic growth and online visibility initiatives.
SEO & LLM Visibility Strategy for Long-Term Growth
This work included:
• Long-form SEO content targeting fintech and payments search intent.
• High-intent keyword strategies aligned to commercial buyer journeys.
• Optimisation for emerging AI-driven search behaviours.
• LLM-ready content structures designed for generative AI summarisation and retrieval.
The LLM visibility strategy focused on clarity of entity relationships, question-led content formats, and authoritative explanations of complex payments topics, ensuring Nuvei’s expertise could be surfaced accurately by AI systems.
Impact
Through brand voice development, creative campaign delivery, SEO, and AI-ready content strategies, Blue Train Marketing helped Nuvei:
• Establish a recognisable and differentiated fintech brand voice.
• Compete more effectively against larger US payments brands.
• Build sustained visibility through SEO, LLM-driven search environments.
Takeaway
Nuvei didn’t need a rebrand — it needed a clearer, bolder articulation of what already made it exceptional. By sharpening its voice, elevating the messaging, and embedding SEO and LLM-optimising content structures, Blue Train Marketing helped Nuvei amplify its impact in global fintech and payments markets.
If your fintech or payments brand wants to strengthen its voice, increase organic visibility, and perform in LLM-driven search, speak to the Blue Train Marketing team today.
Blue Train Marketing Ltd © 2026. All rights reserved.