Best fintech branding in 2024 and what to learn from them

Is your company in the fintech sector? Are you trying at all costs to stand out in this nearly saturated ocean of new startups? Perfect timing! At The Bract Agency, we’ve gathered all the latest marketing and branding trends for 2024 to help you gain clarity. From neobanks to payment SaaS, the leaders in your market have shown remarkable creativity this year. We’ve studied their marketing strategies to help you draw the necessary lessons.

We will also share practical tips for your startup, inspired by the strategies of successful brands. Join us to discover how these leaders are transforming the financial world and what you can learn from them for your own entrepreneurial journey.

Here are the best fintech Branding in 2024

Wise, global transfer

Wise, previously known as TransferWise, is a financial technology company focused on global money transfers.

Wise’s logo, with its simple yet effective design, features a modern typography that gives an impression of movement, echoing its mission to simplify international money transfers. Wise uses a fresh and punchy color palette, and not just any colors! Green is the main color, symbolizing trust and security, which reassures customers by conveying a sense of reliability and stability. This palette is consistently and harmoniously used throughout their branding, creating a strong and recognizable visual identity.

Their website is intuitive, with clear and structured information, large headings, and visible, prominent CTAs (Call To Action) throughout the navigation, providing a great user experience that reassures visitors and builds trust. The homepage immediately showcases the benefits of the services with catchy phrases, encouraging users to continue exploring the offers. The visual elements, including graphics and clear illustrations, are perfect for simplifying the platform’s explanations.

Wise’s social media uses a friendly tone, making the approach accessible, always with the goal of creating a connection with the customer and fostering loyalty. The content aligns with the site's artistic direction, reinforcing their visual identity and making it more impactful, and thus more memorable.

In summary, widely used in the United States, Wise positions itself as the go-to bank for simplified money transfers, primarily targeting young adults who frequently carry out international financial transactions. The platform is well-suited to this audience, offering an intuitive user experience with visible calls to action, a dynamic design, and easy-to-navigate ergonomics.

to create a connection with the customer and foste

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Deel: Platform for paying your team abroad

Their logo, very simple and concise, conveys a professional yet accessible approach. The highly colorful and visually pleasing website aids navigation, making it easy to read and understand. The prominent use of blue evokes trust and security, essential values for a financial institution.

Graphic illustrations make the platform feel more accessible, while imagery reinforces the relational aspect. This approach helps humanize the brand by allowing visitors to project themselves through illustrations that showcase the proper use of the platform, establishing an emotional connection with its clients. This is also reflected in their active social media presence, where they offer varied content. The brand seeks to create an engaged community with a customer-centered approach and interactive communication. For Deel, the client relationship is the top priority.

Deel has a very artistic positioning, appealing to both freelancers and businesses, offering simple and accessible solutions worldwide, targeting a modern clientele.

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Stripe: Online payment platform and solution

A design featuring rounded and fluid shapes highlights innovative technology, while a monochrome logo reinforces its minimalist and simple style. Stripe's visual communication revolves around innovation, with colors that add a touch of dynamism. The website is centered on a highly developed and fluid UI/UX design, while maintaining a very professional appearance.

Their visual identity is minimalist, clean, and professional. The design features dashboards, graphics, and illustrations emphasizing the technological aspect. Overall, their website enhances the feeling of reliability and modernity. As for social media, the content is focused on product updates and relevant information for entrepreneurs. Visual posts often use clean graphics and technical images, aligning with the brand's cutting-edge image.

Stripe presents itself as highly professional and trustworthy, operating like a financial institution in its financial management, which is reflected in their branding. It strikes a balance between the innovative and dynamic aspect of Wise, with its gradients symbolizing fluidity, and the institutional side of major banks.

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Revolut: Online Ban

Revolut’s website is designed to provide a seamless user experience, with a sleek and minimalist design. The user experience is a priority, with fast-loading pages, intuitive content and layout, and short and direct descriptions—everything is geared toward making the site easy to use, while highlighting its main feature, the Revolut app.

The black-and-white aspect of the logo, very minimalist and clean, reinforces the technological and security-driven nature of the brand, which, like most of its competitors, aims to create an atmosphere of trust. Although the website is predominantly black and white, Revolut positions itself as a forward-looking brand, known for its dynamic card colors, such as gradients of purple and pink, symbolizing innovation.

In other words, it's the Apple of banking—everything simplified into one platform, an app that manages everything: debit card, investments, transfers... all in just two clicks. They’ve created an operating system that gives users everything at their fingertips, which is reflected in the design, deep color gradients, and a very clean layout.

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N26: The first 100% mobile online bank

The focus is on simplicity, with smooth transitions and simple animations for a seamless experience. The service layout is designed to encourage users to click and explore more. The visuals are minimalist, and the images feature everyday urban contexts, adding realism. Their card advertising showcases the potential target audience.

Their color palette is sober and elegant, with a touch of pastel green, evoking efficiency and serenity. The style of their communication targets a young, connected audience, highlighted on their social media with content that includes customer testimonials. The focus is on fintech innovation, banking trends, product updates, and partnerships.

N26 positions itself more on the human, lifestyle side, catering to a younger audience. They aim to change lifestyles, making them more accessible, but lean towards something more standard and practical rather than innovative.

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Shares.io: A mobile app that allows you to invest, buy stocks, and make investments.

As the name suggests, the brand conveys ideas of sharing—"Shares." They use bright colors or shades of blue and green, representing trust, growth, and innovation, typical of fintech companies, with a modern and dynamic logo. Shares uses bold colors to target a young audience, along with lively and interactive animations to energize the site and encourage conversions.

Shares.io: The approach varies by platform. On Instagram, visuals take precedence, showcasing photos of their users in action on the platform, making the content accessible to foster community. On LinkedIn, the tone is more professional, highlighting the innovative aspects and new updates of the company.

Shares.io, focused on investment—a very serious and rigid field—aims to break the mold and adopt a more relaxed tone with bubbles, illustrations, and graphics, creating a more gaming-like atmosphere to attract a young, connected audience. Their goal is to build a community compared to more traditional platforms in the same field.

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On the other end, traditional banks adopt a more solemn branding strategy.

JP Morgan: Private Bank

JP Morgan has a classic style, with a logo that reflects the brand's longevity, simple yet self-sufficient due to its name. The brand uses dark, traditional hues that convey traditionalism and security. As for the website, there are no graphics or embellishments—just information organized by section.

On social media, the tone remains consistent—professional, with content centered around the economy, the market, and investments. The images are very simple, featuring skyscrapers and businesses.

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BNP Paribas: French Commercial Bank

The logo is recognizable for its time, featuring moving stars and green, which is associated with finance and sustainability. It has a simple and understated aesthetic, often in gray, to maintain a professional atmosphere. The website has no illustrations, just blocks of information with text about the company’s values. It includes images of natural landscapes to echo a bank that aims to be responsible.

On social media, the content is straightforward, focusing on economic trends with a serious tone.

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What are the global Market Trends?

Banks like Wise, Deel, Stripe, Revolut, N26, and Shares.io are focused on innovation, featuring user interfaces (UI) optimized for digital platforms, inclusive communication, and visuals that reflect speed and performance. They target a younger, connected audience seeking quick and accessible solutions.

In contrast, traditional banks like J.P. Morgan and BNP Paribas opt for more formal, institutional branding aimed primarily at an older demographic.

At The Bract Agency, we had the opportunity to work for Heritages.io, where we explored new trends in fintech. The branding, like the companies mentioned above, follows a clean and modern design, with bright and punchy colors and a youthful tone.

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Based on cryptocurrencies, a different world, very geeky, we aimed to make this aspect as accessible as possible with human faces to give a more friendly, approachable, and relaxed tone. The message conveyed is to invest in what you do with your money and focus on what you do best.

Different kinds of Branding Strategies you could adopt

In the fascinating world of fintech, branding takes various forms, each with its own impact.

• Transparent Branding: Here, the focus is on the clarity of fees and services, thus fostering user trust. Think of Wise, which has managed to establish itself thanks to its transparency.
• Technological Branding: This type aims to attract developers and tech companies, featuring modern design and integrable solutions, as seen with players like Stripe.
• User-Centered Branding: The result is an intuitive interface and impeccable customer experience. N26 is a perfect example, doing everything possible to simplify its users’ lives.
• Community Branding: This model encourages engagement and loyalty, often by cultivating shared values and open communication. Revolut excels in this area, creating a genuine community around its brand.
• Institutional Branding: Here, professionalism is paramount, especially for B2B solutions. Deel positions itself as a leader, bringing solid expertise to a rapidly expanding market.

Each approach has its specifics, but all contribute to redefining our relationship with finance. In this dynamic context, branding is a powerful tool for standing out.

Best Acquisition and Growth Strategies in the Fintech world

What methods do they use?

Let’s dive into the heart of the matter: digital marketing. When we talk about acquisition, we immediately think of targeted advertising via Google Ads and social media. These tools are essential for reaching specific audiences. And let’s not forget SEO, which plays a crucial role in optimizing content and improving online visibility.

Next, let’s discuss referral programs. These initiatives offer incentives to existing customers to recommend the platform to their network, often in the form of discounts or rewards. A great way to create word-of-mouth!

Content marketing, meanwhile, is indispensable. Creating informative content—articles, videos, webinars—not only establishes brand authority but also attracts new prospects. Every piece of content becomes an entry point into your universe.

It’s also essential to use data to your advantage. By analyzing user behavior, you can personalize your offers and optimize your marketing campaigns so they truly resonate with your audience.

Finally, engagement on social media is crucial. Interacting with your customers on platforms like Twitter, Instagram, and LinkedIn not only reinforces brand loyalty but also creates a community around your values.
These strategies, when combined, drive the growth of your fintech.

Does it work? The answer is yes! These strategies have proven effective. Take targeted advertising as an example: when you use Google Ads and social media intelligently, you reach precisely those who are likely to be interested in your products or services. It’s like hitting the bullseye in archery!

Referral Programs
They work wonderfully. Who doesn’t love sharing a good deal with friends and being rewarded? When a customer recommends your platform, they act as an ambassador. It creates a positive dynamic and a virtuous circle.

Content Marketing
It establishes your credibility. By providing valuable information, you don’t just become an option; you become a reference. And that’s exactly what prospects are looking for.

Data analysis? It’s the heart of your strategy. By understanding user behaviors, you can refine your offers to truly speak to your audience. It’s like having a treasure map guiding you toward what your customers want.

And social media engagement? It creates authentic connections. By interacting with your customers, you build a loyal community. And an engaged community is your best asset.

So yes, these methods work. They are not only effective; they are essential for navigating today’s competitive landscape.

How to replicate it for yourself?

It’s simple, but it requires a thoughtful strategy. First, clearly define your audience. Who are they? What are their needs and desires? The more you know about them, the more targeted and effective your marketing efforts will be.

Next, focus on a strong online presence. Invest in targeted advertising campaigns on social media and Google Ads. Test different messages and visuals to see what resonates most with your audience. Don’t hesitate to adjust based on feedback!

Don’t underestimate the power of referral programs. Create an attractive incentive system that encourages your customers to share their experience. Think of discounts or rewards that will surely appeal to them.

For content marketing, establish an editorial calendar. Create varied content that adds real value. Articles, videos, infographics: multiply formats to capture the attention of different types of readers.

Use data as an ally. Set up analytical tools to understand how your users interact with your site and your offers. This will allow you to adapt your strategies in real time.

Finally, engage on social media. Don’t just post; create conversations. Respond to comments, ask questions, and show that you care about your community.

By applying these principles, you can replicate this success and grow your business significantly.

Advertising Message

What messages?
In the world of communication, simplicity and transparency are essential for establishing an authentic connection with your audience by highlighting the clarity of your services and associated fees. Consumers seek easily understandable information; phrases like "No hidden fees" or "Understand exactly what you’re paying for" resonate particularly well.

User experience should be emphasized by stressing the ease of use and intuitiveness of your interface. A slogan like "Save time with our simple app" speaks directly to a young clientele eager for practicality and speed.

Encourage a sense of belonging to a community by sharing warm messages such as "Join a community of thousands of satisfied users," which create strong and positive ties around your brand. Also reassure your customers about the security of their data by integrating phrases like "Your information protected by the best technologies," establishing crucial trust in a digital world.‍

is Format
For formats, focus on impactful visuals by using striking images and clear graphics to illustrate your messages. Infographics can simplify complex information while making everything more appealing.

Create short videos of 15 to 30 seconds that present your offer dynamically, using this engaging format to capture attention on social media, where every second counts.

For example, user-generated content (UGC) produced by consumers instead of brands fosters authenticity, and engagement, and expands visibility while reinforcing consumer trust.

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Feel free to use stories on social media to share impactful messages in ephemeral formats, perfect for quick announcements or promotions that catch the eye and generate interest.

Also, write in-depth blog articles that address your clients’ issues while integrating your solutions; this reinforces your authority and attracts prospects through natural SEO.

Finally, offer webinars and workshops where you explain your services while directly interacting with your audience—an excellent way to create an authentic connection and answer their questions.

Additional Suggestions:

• Leverage User-Generated Content: Encourage your customers to share their experiences with your services on social media. This not only enhances your brand's credibility but also fosters community engagement.
• Utilize Visual Storytelling: Use infographics or videos in your blog posts and social media content to visually represent complex information. This makes it more digestible and appealing to your audience.
• Engage with Feedback: Regularly solicit and incorporate feedback from your audience about your content and services. This shows that you value their opinions and are committed to improving their experience.
• Run Contests or Giveaways: To boost engagement and attract new followers, consider hosting contests where participants share your content or tag friends to enter.

Implementing these strategies will further enhance your communication efforts and help you build a strong, engaged community around your brand.

We hope you liked it, don't hesitate to send us an email if you want us to work our your branding for your fintech startup :)