For fintech companies, national media coverage in top-tier publications can be the ultimate credibility marker. It can influence investor confidence, policy decisions, customer perception, and even hiring. But getting your name in these titles isn’t easy, and for most fintechs, it takes more than just having some good news to share.
Ten years ago, you could argue that just being a fintech was the news. Challenger banks, crypto startups, and app-first finance tools were still something of a novelty; journalists were keen to cover the changing financial landscape and media outlets were eager to spotlight the companies shaking up the status quo.
But the sector has matured. Fintech has become much more mainstream, and as such the editorial threshold has shifted. A new launch, product iteration, or partnership announcement isn’t enough to secure top-tier coverage. Editors across the board want to know: How your business will impact society. Why now? Why this company? What makes this truly different? In other words, does your story pass the ‘so what?’ test?
Many businesses come to PR hoping for national media coverage, but even the most talented professionals can’t generate meaningful media coverage without substance. What drives coverage today is real news; stories that are timely, relevant and impactful.
If your PR agency’s story angles or interview pitches don’t pass the “so what?” test, they won’t land. Editors are flooded with content daily, and only pitches that genuinely matter make it to print. Worse still, weak or irrelevant pitches can damage relationships with journalists, making it harder to secure coverage in the future, even when you do have a strong story to tell.
Investment announcements are fine, but a sizable round with disclosed figures and bold projections offers a much stronger growth narrative. Similarly, a new client win is always exciting internally, but when that client is a globally recognised brand or a UK government department, it adds a layer of credibility that no amount of storytelling alone can replicate.
PR is most effective when the underlying story is already compelling. That’s why the savviest fintechs don’t just focus on messaging, they build media potential into their strategic decisions from the outset.
What really grabs top-tier media attention today is a good case study. Other elements like having a celebrity or high-profile tech personality on the board, or a business journey that genuinely stands out from anything else in the market are great. But a standout use case – especially if tied to a major brand, social cause, or government initiative – is sure to elevate your narrative.
In my experience, not enough fintechs leverage their founder’s story. So many I’ve worked with have a really unique backstory. And if that founder is already known in influential circles like the investor community, government, or tech elite, it can add serious editorial appeal.
That said, while a founder with a media-friendly story can unlock significant editorial interest, it has to be more than another “I quit my job to disrupt banking” tale. Founders who can articulate their mission with clarity and offer original perspectives on the sector stand a far greater chance of being quoted, profiled, or featured in long-form interviews. And those who are media-trained to handle scrutiny and deliver sharp soundbites can turn one opportunity into many.
Even if you’re not (yet) a big name in tech, truly original opinions – insights no one else is putting forward – will also grab the attention of leading journalists. This is often supported by another element that all journalists are drawn to: breakthrough research commands attention. Although this typically requires some marketing investment to execute properly, exclusive research is a great way to establish thought leadership, generate headlines, and offer journalists a fresh angle that elevates your narrative beyond standard product news.
Research, when done well, can open up entire media narratives. But it has to be robust, timely, and framed for the journalist, not just your customers. Remember, a whitepaper isn’t news. A data-backed insight into an emerging behaviour in the cost-of-living crisis, or the future of digital ID in public services, is.
First of all, it’s important to note that editorial desks aren’t ignoring you out of malice. They’re flooded. Business desks receive hundreds of pitches each week, most of which lack real edge. Journalists are looking for exclusivity, timeliness, and angles that serve their audience, not yours.
They want data no one else has seen. They want use cases that show real-world impact. They want to know how your tech is solving a societal issue, transforming an institution, or tapping into a regulatory shift.
They’re hungry for original thinking, not more hype on new technology, but a clear stance on what that technology actually means for things like embedded finance, fraud detection, or cross-border payments.
Sometimes, the story isn’t about product or funding at all. A bold marketing stunt with genuine innovation behind it can also cut through the tidal wave of press releases, as can a radical approach to company culture that challenges convention and links back to your mission.
In a crowded inbox, it’s not enough to be good, you need to be un-ignorable. Ask your PR company which media relationships they can activate on your behalf, and whether they understand the current focus areas of those journalists. You can then tailor your messaging to align with their interests.
I also can’t stress enough that landing national media coverage is unlikely to be based on a single pitch, no matter how great it is. Pitches are more likely to succeed when they come from businesses with a solid reputation, momentum, and where relationships have been built over time. That includes having ready spokespeople, clear messaging, and a consistent presence in the right conversations, not just when you’re ‘ready for PR’.
If your goal is genuine, lasting visibility, the work starts far upstream of the media moment. It starts with asking tougher questions about what you’re building, and who really needs to know about it.
Media strategy isn’t just about promotion. It’s about clarity, relevance, timing, and transparency. Get those right, and you put yourself in the best position to break through to top-tier media.
Want national media coverage that also has clarity and purpose? Get in touch today and let’s make it happen!