Successful fintech brands are attracting first-time Millennial investors by overturning convention, delivering personalized services–and speaking in an unconventional language and tone of voice.
Financial technology (fintech) is delivering businesses and consumers alike highly individualized, customized products and services in real time and across almost every imaginable channel. Engaging Millennials with the right mix of financial expertise and a more relaxed mindset is a challenging balancing act. To attract and retain long-term customers, successful fintechs have to find the sweet spot by speaking in a highly differentiated brand language and tone of voice.
Why it’s important
The dominance of legacy financial institutions is giving way to disruptive digital investment models–and a new generation of investors. By embracing a compelling brand language, tone of voice, and relevant topics, savvy fintechs are energizing their brands and sending the right signals to first-time Millenial investors. This, in turn, is giving these startups a powerful new competitive advantage over the messages of conventional banks.
What to do about it
Successful fintechs are separating themselves from the pack with compelling brand messages that are based on a few core brand principles:
- Democratization. While bank brands have traditionally spoken to customers in a distant, authoritative voice, fintechs are breaking ranks. By emphasizing fairness, transparency, and a collaborative mindset, fintech challenger brands are opening up completely new brand experiences to their customers.
- Transparency. By circumventing traditional financial market structures, fintechs are giving their customers direct access to financial products, advice, and research in ways unthinkable even a decade ago. The brand language and tone of voice that successful fintechs are using reflects this new open mindset.
- Collaboration. Fintechs represent an abrupt departure from traditional banks’ fixed set of products and services. Instead, fintech brands are embracing an open, collaborative mindset. And they are building inviting, human-centered brands the evoke a completely different, responsive customer experience journey.