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What is Fintech?

Fintech apps are on the rise, and there are now more than 20,000 fintech startups worldwide with thousands of applications in the market. Some of the largest fintech apps include Credit Karma, Coinbase, Toss, Etoro, Nubank, SoFi, ClearScore, and Robinhood. This highly crowded market affects not only business model differentiation and product offerings, but also fintech apps to obtain a loyal user base.

The following is a guide to one of the most effective ways to drive effective fintech app engagement.

What is Fintech?

What are the Types of Fintech Apps?


They facilitate better digital connectivity, lower processing costs, and ensure consumer identity protection. Asset management and processing payment transactions are key areas of focus here.

Mobile Payments

Mobile wallets and similar integrated payment solutions are now used by many consumers and businesses. They’re secure, easy to use, and offer a great user experience. Mobile payment platforms transcend the barriers of traditional methods. Without them, many of the transactions we make today would be difficult to complete. Some of the most famous digital wallets are Google Wallet and Apple Pay.

Personal Wealth Management

These apps deliver a broad range of functionalities to help people manage their finances securely and quickly. Consumers and companies use them to manage their investment processes and portfolios.

Consumer Banking

Many traditional banking institutions are investing in mobile apps that offer accessible banking solutions and products. This type of fintech app helps to boost the user experience, reduce costs, and remove the friction from operations over the traditional means of banking (which often leave consumers dissatisfied).


The main idea is to streamline the lending process, making it more personalized and accurate. Smart platforms that use AI and machine learning algorithms can process and verify identity credentials to avoid making any errors. Such technologies also help to forecast income prospects, assess the borrower’s track record, appraise collateral value, and make predictions about the changes in their capabilities.


Such solutions are designed to reduce the cost of international trade, increase transparency in trading, and facilitate trade finance. Some of the most impressive applications we’ve seen so far support cross-border trading with the help of IT systems and smart distribution platforms. Moreover, solutions such as robot advisors could be a great help to beginner investors in managing risk.

What is Mobile App Advertising?

Mobile app advertising refers to ads and ad campaigns expressly designed for mobile devices. In this context, “Mobile devices” include smartphones, tablets, or wearable devices. Mobile ads can appear within apps, on websites viewed from mobile devices, or on social media platforms viewed through mobile devices.

Mobile app advertising is fast becoming the dominant tool for marketers to reach customers. In 2020, eMarketer estimated that fintech app would beat TV advertising, handily posting $113 billion in revenues versus $69.52 billion for TV. US consumers will continue spending more time on their smartphones than they will spend watching TV.


Advantages for Marketing Your Fintech App

There are several advantages to fintech app, including:


Increased Time Spent On Mobile Devices by Consumers

According to the World Advertising Research Center, two billion people already access the internet via only their smartphones. That’s the equivalent of 51 percent of all mobile users worldwide. In just six short years, 72% of all internet users will access the internet exclusively via mobile devices.

Mobile Ads Reach a Broader Market

Internet traffic via mobile devices exceeds traffic via desktop devices, and that’s been true for several years.

Marketing is More Cost Effective

Phone-based CPCs cost 24% less than desktop clicks. Phone-based ads have a 40% higher CTR. And don’t say mobile users don’t make purchases: 35% of mobile and tablet shoppers buy products at least once a week, compared to only 15% of desktop users.

Geotargeting Capabilities

Mobile also enables location marketing in a way that desktops can’t match. And, because consumers have their mobile devices with them more often than they are with their desktops, advertisers have more opportunities to reach them.

Types of Fintech Marketing

Depending on the ad platform (Facebook v Google v TikTok, for instance), mobile ads come in a wide variety, including:


In-app Advertising

It’s impossible to talk about mobile use without talking about apps. And so, if you’re going to test fintech marketing, you owe it to yourself to test app advertising. After all, it’s not like there’s a shortage of apps. If you can pick the right apps and show the right creative, in-app advertising can work really, really well.

Mobile Video Advertising

Mobile videos work– if you can develop enough creative and test it fast enough before ad creative starts to fatigue. Check out our guide to ensure your testing of video advertising is effective.

Location-based Advertising

Mobile users have their devices with them almost all the time. That opens up a world of opportunities if you’ve got a local business or a business with brick-and-mortar locations.

Banner Advertising

Yes, even the much-maligned banner ad has a place in fintech marketing. There’s plenty of inventory for mobile banner ads, so if you can cherry-pick where these ads appear and pair that with great creative, mobile banner ads can work.


These are just like the pop-ups (aka “overlays”) you’ve been seeing on web pages for years. They’re just smaller and designed for mobile screens.

Native ads

Native ads are published either in social media feeds or on websites. They’re called “native” because they look like the content surrounding them. Native ads must use high-quality content. They also tend to “soft sell” advertisers’ products, if they overtly mention them at all.

Voice ads

Voice search is not just coming – it’s here. And while paid voice search hasn’t really taken hold yet, it won’t take long.


Don’t overlook fintech app channels, either. Almost all of the types of fintech marketing mentioned above can run on social media, display ad networks, search ads, and more.

So, if you’ve tried just one channel or mobile ad format and it didn’t work, keep testing.


Planning a Marketing Campaign for Your Fintech App

Mobile app advertising campaigns work much like any other advertising campaign, with a few key differences.


Know your audience.

Mobile interfaces may be simplified compared to desktops, but they’ve got just as many (if not more) distractions. If you want your message to get through all the noise, you’ll need to know what type of messaging will appeal to your ideal customers. You’ll also need to know which channels and publishers your ideal customers flock to.

Find out which channels and ad formats fit your budget.

Don’t blow your budget on a display ad in The New York Times if a few in-app ads will work.

Get your tracking and reporting dialed in.

Data-driven marketers love fintech marketing. It’s a blend of art and science, with the art driving the creative development and the science requiring a lot of number crunching. While it’s rare to find someone who can manage both aspects, we have tools that can make up for any shortcomings in your team’s skillset.

Develop great creative. A lot of it.

Creative is your most effective lever to improve performance. Especially now that Facebook and Google have effectively taken over intraday bidding and budgeting. We also simplified media buying with improved machine learning algorithms. As a result, advertisers need superior creative to achieve breakthroughs, and experienced Facebook and Google partners can provide it.

The problem, until now, has been the expense of creating a sufficient number of high-quality ads to produce runaway successes (i.e., the 5% of ads capable of beating previous high performers) and manage creative fatigue.

A 5% success rate means 19 out of 20 ads will fail along the way. That’s a lot of creative. Without human talent driving the process, social advertisers stand to lose a lot of money in their efforts to strike gold.

Use Optimization Algorithms to Their Advantage

Facebook Ads and Google App Campaigns have improved their optimization algorithms so much in recent months that advertisers of all sizes can access sophisticated optimization algorithms without becoming social advertising experts. Both new and established companies can automate the most repetitive aspects of campaign management and achieve comparable financial results.

This means social advertisers are now free to focus on what really counts: creative development, creative testing, and audience selection.

But in each of these areas, there’s still a big service gap between startups and SMBs. It’s difficult to find agencies offering experienced, affordable, robust creative, and rigorous testing in-house—the exact capabilities you need to ensure efficient advertising spend.

To help close the service gap and allow marketers to compete more effectively, we recently began offering three tiers of managed user acquisition and creative services. All mobile app developers and lead generators, regardless of budget size, now have the means to get profitable and scale their user acquisition on Facebook Ads and Google App Campaigns.



If you haven’t allocated a significant slice of your fintech app budget to mobile ads, you’re missing out on a lucrative traffic stream. That’s true whether your audience is Baby Boomers or GenX, Millennials or Gen Z. Everyone is on their phones these days. Your ads should be there, too.

What is Fintech
Photo by Austin Distel on Unsplash

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