So, you think the fintech industry doesn't have its share of famous copywriting examples. Think again!
In fintech, compelling copywriting is the linchpin that connects complex financial products and services to everyday users.
In this article, we'll begin studying copywriting examples in fintech across various marketing disciplines.
Copywriting
In fintech, great copywriting helps simplify complicated financial concepts and build trust with existing and potential customers by emphasising transparency, ease of use, and innovation.
Marketing taglines are a persuasive copywriting technique used to convey the brand's primary value proposition.
Here are two of the best copywriting examples for marketing copy in the fintech space.
1. TransferWise's 'Stop Hidden Fees' Campaign
TransferWise (now known as Wise) launched the 'Stop Hidden Fees' campaign as a clever way to challenge banks on their opaque fee structures.
The campaign's copy was direct and confrontational, urging customers to question and understand the hidden charges in international money transfers.
Direct phrases like "Banks charge you hidden fees; we don't" helped to demonstrate its value proposition, creating an emotional connection by resonating with users seeking transparency in financial services that challenge the norms of bank fee structures.
2. Klarna's 'Smooth Payments' Messaging
Klarna's marketing emphasises a seamless shopping experience through concise, catchy language and compelling taglines such as "Shop Now. Pay Later. No Interest."
This straightforward and reassuring copy highlights the specific benefits, appealing to customers looking for flexible payment options without the burden of immediate costs or hidden charges.
Fintech Website Copy
In fintech, effective website copy communicates the top-line benefits, builds trust, and guides users towards making informed decisions.
Here are a couple of examples of great copy used on fintech websites.
Starling Bank's User-Centric Approach
Starling Bank's web copy is crafted with a focus on user benefits, highlighting features such as "No Monthly Fees", "Instant Payment Notifications", and "24/7 Customer Support".
This clear articulation, using simple lexis, positions Starling Bank as a customer-first banking solution.
FreeAgent's Simplified Financial Management
FreeAgent, an account management software for small businesses, uses approachable language to make financial management less daunting.
Just a simple headline, such as "Take control of your business finances" and "Accounting software that works for you", empowers the target audience to manage their finances confidently.
Product Copywriting
Product copywriting focuses on describing the features and benefits of a specific product in a way that resonates with potential customers on a deeper level, helping to increase sales.
In fintech, a successful copywriter will emphasise the product's ease of use, security, and innovation while simplifying laborious financial processes.
Let's take a look at excellent examples of fintech product copywriting in action.
Cleo's Conversational Interface
Cleo, an AI-powered financial assistant, employs a witty and relatable tone in its product descriptions to add a personal touch.
By using casual language and humour on its product pages, Cleo makes financial management feel less intimidating and more engaging, especially for younger audiences.
Curve's 'All Your Cards in One' Proposition
Curve's product copy centres primarily around convenience, with statements like "One card to rule them all" and "Simplify your wallet".
This messaging appeals to readers looking to streamline their payment methods into a single, easy-to-use solution.
Brand Copywriting
Through brand copywriting, skilful copywriters define and communicate a company's identity, value proposition, mission, and compelling story, shaping how readers perceive the brand.
Strong brand copy should reinforce trust, innovation, and user empowerment, helping fintechs differentiate themselves in a competitive market.
Here are some of our best examples of brand copywriting in the industry.
Monzo's Transparent Communication
Monzo is renowned for its transparent and community-driven approach to marketing.
Their brand copy often includes phrases like "We're building a bank together" and "Our mission is to make money work for everyone", fostering a sense of community through inclusivity and collaboration.
Revolut's Bold & Ambitious Tone
Revolut's brand messaging exudes confidence with lines such as "Join a global financial revolution" and "Beyond banking".
This assertive tone appeals to tech-savvy readers eager to break away from traditional banking norms.
Social Media Copywriting
Social media copywriting involves a copywriter crafting concise, engaging messages tailored for specific social media platforms, like as X, Instagram, TikTok, or LinkedIn posts.
The body copy of the post aims to promote products, engage audiences, and build a brand or personal story.
Effective social media copy should simplify financial concepts, encourage user engagement, and build consumer trust through transparency and education.
Here are two standout examples of social media marketing in fintech.
Robinhood's Empowering Posts
Robinhood leverages social media copy to democratise finance, using empowering language - a great example being "We are all investors" - to encourage everyday readers to participate in the stock market.
This example of social proof demonstrates an inclusive approach that resonates deeply with a broad audience.
Coinbase's Educational Posts
Coinbase uses social media marketing to educate followers about cryptocurrency, with posts that simplify complex topics.
By breaking down barriers to understanding, Coinbase positions itself as a trusted guide in the financial services industry.
Ad Copywriting
Ad copy focuses on persuasive messages for advertisements - from video ads to billboard ads - to capture attention, building brand awareness, and boosting sales.
Compelling advertisements should emphasise innovation, ease of use, and disruption of traditional financial ecosystems.
Let's dive into some impactful examples of fintech ad copywriting.
PayPal's 'New Money' Campaign
PayPal's 'New Money' ads highlight the evolution of financial transactions, with copy like "New money isn't paper, it's progress."
The ad tells users that the brand's forward-thinking messaging aligns with both innovation and modernity.
Coinbase's 'Update the System' Ads
Coinbase's 'Update the System' advertising campaign features copy that challenges traditional financial systems and addresses readers' pain points, appealing to users interested in decentralised finance.
Punchy statements like "The system is broken, time to update" provoke thought and encourage action.
Sales Page Copywriting
Sales page copywriting focuses on creating persuasive written content specifically for a landing page, dedicated webpages designed to convert visitors into customers.
A great copywriter prioritises forging trust, simplicity, and the brand's value proposition while guiding potential customers down the sales funnel.
Here are two strong examples of copywriting on fintech landing pages.
Amiqus' Trust-Building Content
Amiqus, a compliance and onboarding platform, uses reassuring language that makes sense on its landing page to showcase its robust security and ease of use.
Simplistic phrases such as "Secure client onboarding" help to build trust amongst readers.
Lunar's Straightforward Value Proposition
Lunar, a Nordic digital bank, employs clear and concise copywriting on its landing page, with statements like "Banking made easy" to immediately convey its value proposition.
This simplicity appeals to readers seeking hassle-free banking solutions.
Email Copywriting
Email copywriting involves writing copy that engages recipients, builds relationships, and drives specific actions through email marketing campaigns.
Well-written email copy focuses on clarity, trust, and personalisation - beginning with a strong subject line to capture attention and encouraging users to explore further.
Here are two effective examples of fintech email copywriting.
N26's Personalised Customer Outreach
N26, a digital bank, uses personalised subject lines like "Your new way to bank starts here" to capture attention.
The email body copy outlines the proposition's convenience and security, reassuring readers about the simplicity of managing their finances through the app.
Wise's (TransferWise) Fee Transparency Emails
This messaging reassures users by reinforcing their core offering - providing customers with lower fees for international transfers while maintaining trust and clarity.
Conclusion
Effective copywriting is the driving force behind successful fintech marketing. From compelling marketing campaigns to persuasive landing pages, well-crafted copy clarifies complex financial concepts, builds trust, and drives customer action.
By examining standout examples from industry leaders like Wise, Klarna, and Coinbase, it’s clear that strategic messaging can differentiate fintech brands in a competitive marketplace.
If you want to elevate your fintech brand with persuasive, high-converting copy, Blue Train Marketing can help. Our expert fintech copywriters specialise in crafting copy that simplifies financial services while engaging and converting your audience.
Get in touch with us today to power your fintech marketing with exceptional copywriting.
