Short answer: Fintech PR is a trust business. The companies that earn coverage give reporters verifiable news (funding, licenses, partnerships, growth numbers), original data on how people and businesses move money, and executives who can explain risk and regulation plainly. Pick outlets by audience: financial press for investors and bank partners, tech press for VCs and talent, trade press for buyers inside financial institutions. Every claim about returns, security or performance should survive a compliance review before it reaches a journalist.
This guide covers which media matter for fintech companies, the stories that get covered, a step-by-step plan and the mistakes that cost fintechs credibility.
Fintech media by audience
| Who you need to reach | Media that reach them | Stories that work |
|---|---|---|
| Investors and acquirers | Bloomberg, Reuters, Financial Times, Wall Street Journal, Fortune | Funding, growth metrics, market share, M&A |
| VCs, founders and talent | TechCrunch, Axios, Business Insider, The Information | Funding, product launches, founder stories |
| Banks and enterprise buyers | Fintech and banking trade press, American Banker-style outlets | Partnerships, case studies, regulation and infrastructure |
| Consumers | Personal finance sections, consumer tech press | Products that save money or time, data on consumer behavior |
| Regulators and policymakers | Policy and financial press, Opinion pages | Expert commentary, op-eds on rules that affect your market |
Is your story ready for Forbes, TechCrunch or CNBC?
Journalists cover news, not companies. In a free 30-minute call, a senior adviser will tell you candidly whether you have a story tier-1 reporters will want, which outlets fit, and what’s missing. You’ll also see what ChatGPT and Perplexity say about your company today.
Prefer to check on your own? Score your brand with the Trust Index in 3 minutes.
How to get press coverage for a fintech company: 6 steps
1. Decide the one thing you want to be known for
“We’re changing payments” isn’t a position. “We cut cross-border payment costs for small exporters” is. Every pitch, quote and op-ed should reinforce that one idea until reporters associate your company with it.
2. Turn your data into news
Fintechs see how money actually moves. Anonymized, aggregate data on spending, lending, fraud or payment behavior, published as a short report with a clear finding, is one of the most reliable ways to earn coverage and expert quotes. Have compliance and legal approve what you release.
3. Time announcements to milestones that can be verified
Funding, licenses, regulatory approvals, bank partnerships and customer milestones are news. Packaging them with numbers, an investor or partner quote and a clear “why it matters” makes them worth a reporter’s time.
4. Pitch the reporters who cover your segment
Payments, lending, crypto, wealth and banking infrastructure are often different beats. Read recent bylines and pitch the people who cover your space, referencing their work. Offer an exclusive to the outlet that best reaches your target audience.
5. Prepare executives to talk about risk
Reporters will ask about fraud, losses, regulation, unit economics and what happens if a partner bank pulls out. Executives who answer directly build credibility; executives who dodge become the story.
6. Build authority between announcements
Op-eds, expert commentary on rate decisions or regulation, and data updates keep you visible when you have no news. See our guides to submitting op-eds and getting featured in Forbes.
Fintech PR mistakes that cost credibility
- Implying returns or guarantees about financial outcomes. Regulators and reporters both notice.
- Overstating security. “Bank-grade” and “unhackable” claims age badly.
- Unverifiable numbers. Vanity metrics without definitions invite skeptical coverage.
- Skipping compliance review of press materials and executive talking points.
- Paying for “guaranteed” articles. Sophisticated investors and bank partners can tell the difference, and AI search systems treat paid content as advertising.
Is your story ready for Forbes, TechCrunch or CNBC?
Journalists cover news, not companies. In a free 30-minute call, a senior adviser will tell you candidly whether you have a story tier-1 reporters will want, which outlets fit, and what’s missing. You’ll also see what ChatGPT and Perplexity say about your company today.
Prefer to check on your own? Score your brand with the Trust Index in 3 minutes.
Why fintech coverage matters for AI search
Buyers, partners and investors increasingly ask AI assistants which fintech companies to trust. Those systems lean on reputable, independent coverage. A track record in financial and tech press makes your company far more likely to be named, and named accurately.
How 9-Figure Media helps
We help venture-backed fintech companies earn coverage in tier-1 financial, business and tech media. One fintech client raised a $50M Series C after about nine months of coverage in Bloomberg and Forbes. Our senior team includes former Forbes journalists with more than 20 years as reporters. We don’t sell guaranteed placements.
Frequently asked questions
What is fintech PR?
Fintech PR is earning media coverage and a credible reputation for financial technology companies, from payments and lending to banking infrastructure, wealth and crypto. Because money is involved, it leans heavily on trust: verifiable data, regulatory clarity and executives who can explain the business plainly.
How do fintech startups get press coverage?
Lead with news reporters can verify: a funding round, a regulatory license, a major partnership, original data on how people spend, borrow or save, or a clear view on a policy change. Pitch the reporters who cover your segment directly, and have numbers and customers ready.
Which media matter most for fintech companies?
It depends on the audience. Business and financial press such as Bloomberg, Reuters, the Financial Times and the Wall Street Journal reach investors and bank partners. Tech press such as TechCrunch reaches founders and VCs. Fintech trade outlets reach buyers inside financial institutions.
What should fintech companies avoid in PR?
Avoid unverifiable performance claims, implied returns, overstated security claims, and anything a regulator could read as misleading marketing. Have compliance review anything that describes financial products or outcomes.
Can a PR firm guarantee fintech coverage?
No. Editors and reporters decide what runs. A firm can find the story, prepare the evidence and pitch the right journalists, but no honest firm guarantees editorial coverage.