Fintech Copywriting 101: 7 Tips + 5 Excellent Examples

Looking to learn the basics of fintech copywriting? We’ll examine the dos and don'ts, along with some stellar copywriting examples.

Fintech Copywriting 101: 7 Tips + 5 Excellent Examples

In fintech, every word counts. 
The right copy turns curiosity into clicks, and clicks into customers, fast.

However, mastering fintech copywriting is easier said than done.
To write the perfect money-making sentences, you’ll need to understand consumer psychology and persuasive language techniques. 

Fortunately, this blog post includes some proven strategies and copywriting tips that can help you become a better writer. We’ll also look at examples by 5 fintech copywriting geniuses to get your creative juices flowing.

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Let’s get started.

What is Fintech Copywriting?

Fintech copywriting is the process of writing marketing materials to promote a financial technology product. This includes creating written content for websites, landing pages, and social media posts.

But how is it different from fintech content marketing?
Fintech content marketing and fintech copywriting have different purposes. 

Fintech content marketing involves writing to educate people about a fintech product and its related financial concepts. This includes blog writing, podcast production, white paper creation, etc. It works well for potential customers in the awareness stage of their journey. The goal here is to essentially educate.

In contrast, fintech writing is about convincing someone to use, try, or buy a product or service. Essentially, it’s selling with words

7 Tips for Effective Fintech Copywriting

Here are 7 tried and tested tips to help you become a better financial copywriter:

1. Conduct Research & Interviews

Every great writer reads more than they write. 
The same is true for a good fintech copywriter. 

Before putting words on a page, you’ll have to learn more about the product and its related financial concepts.

This means immersing yourself in product demos, documentation, and guides. 

Need more information? 
No problem. 

You can bring in the experts to help you out. 

For example, try to conduct hour-long interviews with salespeople or product managers. They’ll be able to share nuggets of wisdom about the product, customer mindset, and industry landscape.

Some questions you could ask are:

“Are there any unique technologies used in this product?”
“Are there any recent upcoming features that potential clients should be aware of?”
“​​What are the most common customer concerns, and how do we address them?”
“Are there any notable industry trends that are influencing our product strategy?”

With tons of information swimming around in your head, you’ll be able to make more connections and write unique and detailed copy.

2. Empathize With Users

Once you know the product, you’ll need to learn more about the user you’re selling to.

Start by creating a persona. 

It’s a fictional character that represents a certain type of user (for eg. a student, a working professional, pensioner, etc.) 
Ask yourself, “How tech-savvy is this person”, “What are their financial habits?”, “What problems do they face everyday?”, etc. 

Hubspot has a great persona creator here.

If you’re unable to gather enough information about them, you could interview customers directly or read their feedback about your product or service. 

Ideally, you should sketch out 2-3 different personas for each segment of your audience. 

Using these personas as a reference gives you a clearer picture of how to speak to the audience. You’ll be able to write quality content that effortlessly addresses their concerns and demonstrates how your solution meets their needs.

For example, the tagline for an investment solution could be written differently based on the persona.

If the product is aimed at novices who are just starting out, the financial copy could be: “Start Small, Grow Big: Your Easy Path to Investing.”

If it’s aimed at expert investors who want comprehensive analytics and diverse options, the copy could be: “Maximize Gains: Elite Tools for Investment Pros.”

3. Focus on Benefits

While it’s tempting to write more about the financial product and why it’s impressive, your customers would be left asking:

Your financial content should describe how the product or service will improve your customers’ lives, save time, increase financial security, etc. 

Keep in mind that financial decisions are often emotional ones

As a fintech writer, you should be writing copy that invoke feelings of security, peace of mind, and empowerment. Customers want to be sure they’re making the right choice, so highlighting the benefits helps put their minds at ease.

Writing about benefits is also a great way to help your brand stand out from a swarm of competitors. It shows how the financial product or service delivers tangible value that your competitors may not offer.

To demonstrate this, we’ve prepared two headlines for a banking app. 

  1. “ABC is a mobile banking service that lets you open an account with zero balance.”
  2. “Open a bank account anytime with ABC; no initial deposit required!” 

Which one sounds more powerful?

The second line works better because it emphasizes the benefits of a zero-balance account, which is that users don’t need to add a deposit to get started.

4. Add Call to Actions

What’s common between a travel guide and good fintech copy? 

They both show the user where they should go and what they should do next.

Good copy includes a ‘Call to Action,’ which directs the reader to do something — whether that’s visit another page, sign up for a newsletter, try a product demo, etc.

However, your CTA has to be tailored to the context of your copy, as personalized CTAs perform 202% better than regular CTAs. 

Lunch Money, a personal finance and budgeting app, has a great CTA. 

Source: Lunch Money

They target visitors who need help managing their finances. 

So, they have a rotating CTA copy (the green button above) that showcases different things the users can achieve once they share their email and click on that button. 

Our website copywriting experts at Startup Voyager can help you 5x your conversions find out more here. 

5. Use Social Proof

In the financial industry, where decisions have money on the line, trust becomes even more critical.

So, how do you reinforce trust?
By including social proof in your content, such as: customer reviews, testimonials, and metrics.

For example, if your fintech service has an app, your supporting body copy could include data such as the number of users and App Store ratings. 

Work closely with your product and customer support team to identify key data points you can leverage for your company.

By showing that your customers are thriving, potential clients might be put at ease and would be more likely to make a purchase decision. 

For example, Monzo’s website copy builds trust by mentioning the number of customers along with user ratings on Trustpilot.

Source: Monzo

6. Optimize For SEO

As a fintech copywriter, you’ll have to dabble in SEO copywriting as well.

Optimizing your finance copywriting for SEO is crucial for bringing traffic (and new readers) to your website. A well-crafted headline not only grabs your audience’s attention but vastly improves your chances of your website appearing higher in search results.

Begin by conducting keyword research (by using tools like Ahrefs) and identifying relevant terms that you think your audience will be searching for. 

Then sprinkle them throughout your fintech content; but do not add too many keywords, as your financial copy might become unreadable.

If you’re looking to boost SEO and improve your website content as part of your marketing strategy, we can help. Contact us to learn more about our SEO content writing service.

7. Conduct A/B tests

Writing copy is a lot like writing for standup comedy.

You never know what will work well with your audience.

That’s why it’s important to test your material. 

You could use different variations of copy, such as headlines, CTA buttons, and product descriptions, and see what gets the most clicks. 

A/B testing tools like Optimizely show different versions of copy to different audiences so you can identify the winning marketing strategy.

And just like jokes, you should iterate the copy every few months to ensure it stays effective.

While these tips can help you get better at fintech website copywriting, you should be wary of certain missteps that could derail your efforts.

4 Fintech Copywriting Mistakes to Avoid

Whether you’re working on your own or hiring a copywriting agency, ensure you don’t fall into these traps:

1. Using Technical Jargon

It’s important for your financial brand to be authoritative and present itself as a thought leader. 

However, using jargon and technically heavy content doesn’t build authority. 
In fact, the opposite happens — especially in B2C contexts.

It confuses your audience and reduces your credibility.

Most customers won’t be well-versed in financial concepts and will not be able to understand your message. 

By using simple and conversational language, you’ll be able to hook in a greater audience and increase trust by making them feel comfortable.

For example, Cleo addresses the users directly and talks to them like they’re friends. They are also able to convey how their complex AI system works in just a sentence or two.

Source: Cleo

Remember, you’re selling a financial product, not a university degree!

2. Not Adding Enough Context

As a fintech copywriter, it’s tempting to keep the copy as minimal as possible. 
After all, brevity is a virtue in the world of financial copywriting.

However, a risk you run here is omitting the context or important background information readers need to understand what you’re saying.

For example, let’s look how Monzo, a digital bank, goes over one of its benefits:

Source: Monzo

You might be wondering what’s a ‘Bills Pot?’ 

It’s a kind of savings account feature. However, new visitors would be unaware of this term, and there’s no clear explanation for it anywhere on the page, which can confuse people further.

Let’s now see how context-setting can be done correctly.

Wealthfront, an investment platform, claims that tax-loss harvesting can increase tax returns. 

Many users may not know how this is possible, so they added an info bubble explaining their case as part of their website copywriting efforts.

Source: Wealthfront

3. Using Excessive Wordplay

Let’s face it. Writing about financial topics can be a bit boring at times. 
As a copywriter, you might want to spice things up by adding humor or puns to your financial copy. 

However, you’ll need to remember that, ultimately, you are writing for a specific audience. Customers expect finance copywriting to be serious, so using wordplay or jokes might confuse them. 

If humor is used incorrectly, customers might not be able to trust the financial institution as they could be perceived as unprofessional. That said, if your persona is on the younger side (think Gen Z) and might appreciate humor, some wordplay might still make sense — to an extent. 

Take this punny headline from an automobile insurance company Marshmallow for example:

Source: Marshmallow

However, remember, this is still a very thin line, so be cautious while writing. Just because it works for Marshmallow doesn’t mean it’ll work for you and your audience. 

4. Being Self Promotional

This problem occurs when a fintech brand has too many competitors. You might want to focus on the product or service’s USP (unique selling proposition) as part of your marketing strategy. 

However, by focusing too much on the product and not enough on the user’s needs, the copy might end up sounding like this:

Your copy should instead focus on providing helpful information that assists users in making informed decisions, such as explaining the use case of each feature.

By empowering users with the knowledge they need, you can build trust and credibility and ultimately drive conversions.

Now that we know the dos and don’ts of fintech copywriting, we’ll see how these tips are implemented with real-world examples.

5 Examples of Great Fintech Copywriting

Want to know what kinds of copy captivate and convert? 
Here are 5 unique examples:

1. Cleo

What is Cleo?

Cleo is a personal finance and budgeting app that uses AI to help users manage money more effectively. It essentially acts like a financial advisor, sharing personalized budgeting tips and recommendations based on user data.

What We Love About Cleo’s Copy

1. Minimal Hero Section

Cleo’s fintech writer does more with less. In 5 words, the hero section header (shown above) states the user’s pain points and offers a solution. 

The subhead copy, which includes ‘world’s first AI assistant,’ indicates Cleo’s uniqueness, which can pique user interest. Notice they use the word ‘try’ to nudge users to check out the AI assistant.

2. Honest and Transparent Cash Advance Section

This fintech company is aware that their young users might have had a bad experience with money-lending apps in the past. The fintech brand tries to reduce its audience’s fears by being open and transparent. 

Under the asterisk, they mention how much credit users will actually get and indicate that there would be additional fees involved.

3. Clear Credit Building Section

Cleo highlights the main feature of its credit-building card, which is 0% APR (Annual Percentage Rate.) 

In order to build user trust, they also mention it’s a reputable Visa card. They also add social proofing in the form of app ratings.

Finally, their CTA text, “Start carefree credit building,” is an aspirational term that can emotionally resonate with their audience.

All images sourced from Cleo.

2. Acorns

What is Acorns?

Acorns is a fintech tool that rounds up your everyday purchases to the nearest dollar and invests the spare change into stocks, ETFs, or any other financial instrument.

What We Love About Acorns’ Copy

1. Simple Hero Section

The header and subheader (shown above) clearly inform first-time visitors what they can do with the platform.

Acorn’s fintech writer adds a sense of urgency by mentioning a limited-time offer, encouraging users to act swiftly and open an account.

2. Feel-Good ESG Section

Here, Acorns’ writer taps into the emotion of righteousness. 

Since investing in companies that have strong ESG (Environment, Social, Government) is considered a responsible act, the copy makes potential clients feel good that they’re helping a social cause that aligns with their values. 

This emotional connection can drive users to try out their financial services.

All images sourced from Acorns.

3. Marshmallow

What is Marshmallow?

Marshmallow is an insurtech company that offers quick and affordable vehicle insurance.

What We Love About Marshmallow’s Copy

1. Personalized Hero Section

This fintech company has a niche audience of UK immigrants who have moved to the country with their vehicles. The hero section copy (shown above) speaks directly to them.

It features metrics that show them a tangible benefit of their service. The copy also anticipates users’ questions, such as “Will my license be covered?” “Will it be easy to pay?” etc., and offers answers in neat bullet points.

Under the CTA, they mention that they are regulated by an authority to build a sense of security.

2. Conversational Tone of Voice

For something as serious and intimidating as insurance, they keep the tone light and friendly so new users feel at ease.

They use hyperbole to show how extensive their insurance is. And since this copy is present on the home page (where users would be in the awareness stage), they provide helpful links to the dedicated vehicle insurance pages, so users can learn more and make an informed decision.

3. Detailed Benefits Section

On the car insurance page, Marshmallow’s benefits header uses a relevant pun. However, it doesn’t obscure the meaning of the sentence.

Each paragraph empathizes with the users and spells out what they can expect once they purchase insurance. By giving the audience a clearer picture of the future, they are more likely to consider using Marshmallow’s financial services.

All images sourced from Marshmallow.

4. Wise

What is Wise?

Wise is a fintech company that allows individuals and businesses to transfer money across borders.

What We Love About Wise’s Copy

1. Visually Appealing Hero Section

Fintech copywriting can include playing with typography and fonts as well. Wise uses an eye-catching display font to highlight what they do.

Since Wise is a transactional service, it doesn’t need to be too convincing. It knows that its audience would want to either open an account or send money, so it includes 2 CTAs in the hero section.

2. Detailed Business Page

On the Business page, Wise’s copy shows users how they make the purchase process easy for companies and their customers. They add contextual internal links that teach the audience about how it works.

Since the most important aspect of foreign exchange is the rate, the copywriter specifically mentions that Wise will be converting at the mid-market rate and provides a link explaining how the rate is set.

All images sourced from Wise.

5. Wealthfront

What is Wealthfront?

Wealthfront is an automated investment management platform offering a range of investment products and financial services for all types of investors.

What We Love About Wealthfront’s Copy

1. Authoritative Hero Section

The hero section header (shown above) adds a sense of empowerment for users to use the platform. 

This section copy does a great job following the above-mentioned EEAT guidelines.

It uses authoritative terms such as ‘industry-leading,’ ‘award-winning, ’etc, and backs up the claim and builds trust by listing the awards the financial institution has received. 

2. Strategically-Placed Content

Good writing isn’t always about what you say; it can be about where you say it. 

Wealthfront’s fintech content writer tries to understand what the user would be thinking as they scroll down. So, the top of the ‘Automated Investing’ page includes information about the platform and its benefits, which are the user’s first questions. 

At this point, the user might be wondering how much it costs. And that’s where this copy appears (below the benefits section), resulting in a smoother user experience. 

3. Dynamic Pricing Copy

As a junior or senior copywriter, you don’t have to work solo; you can collaborate with developers to create memorable financial content. The pricing copy is a great example of this. 

Wealthfront’s fee is pegged to 0.25% of the user’s investment, so the cost increases as the user scrolls. 

However, they go one step further and compare the costs with everyday purchases such as buying a banana, renting a movie, etc. This drives the point home that the platform is inexpensive, prompting users to consider using Wealthfront. 

All images sourced from Wealthfront.

Wrapping Up

Fintech copywriting is about making calculated decisions while jotting down words on a page. 

You’ll have to figure out what the customers want, learn what makes your service or product different, and determine what words deliver the most value.

However, it is just one part of a digital marketing plan. 

If you’re looking to attract potential customers — the experts here at Startup Voyager can help.

We’ve helped fintech startups boost their monthly organic traffic from 0 to 100K within 12 months with our SEO content and copywriting services.

Reach out to see how we can help you on your quest for success!

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