The Top 5 Fintech Brands Killing It On Social Media Right Now

Thinking about your money is intimidating, and with an endless list of apps, rewards programs, and incentives available, the financial and banking world is scarier than ever. At every turn, you’re faced with either a celebrity spokesperson pushing a card in your face or a financial wellness influencer bombarding you with a 20-step plan for fixing all of your money issues.

That’s why Fintech brands need clear and accessible social media strategies to set themselves up to stand out from the crowd.

What Does Fintech Stand For?

Let’s take a step back. What is Fintech? Essentially, financial technology (shortened to Fintech) refers to any company that uses technology to make financial services faster or more accessible. This means everything from the app you use to invest your extra income, to the ones you use to pay your friends back for dinner, all fall under the umbrella of Fintech.

What Are the 5 Ds of Fintech?

The five Ds of that umbrella, often used to categorize the different purposes of Fintech products, are democratization, decentralization, digitization, disruption, and data. In other words, Fintech companies are taking the things that banks have always done and finding new and exciting ways to make them accessible to you.

In addition to being scary for some, finance talk is often boring. Or at least, finance is discussed in a boring way, and for most, boring is the ideal state for their money. They find something that works for them and never look back.

But these brands are doing something different: by leveraging social media in a clever or engaging way, the Fintech brands we’ll be discussing today have figured out how to make spicing up your financial outlook feel less like a chore and more like a personality trait.

So, now that you have the context, here are the five Fintech brands that are locking in and making the most of their social media presence right now.

5. Cash App

On the spectrum from high production content to lo-fi, UGC videos, Cash App is leaning all the way in on the former. A co-produced video for the newest A24 movie that strapped Timothée Chalamet to the Las Vegas Sphere? They did it. A branded activation with Sabrina Carpenter to give fans an interactive experience based on her latest album? Yeah, that was also Cash App.

They do giveaways, they engage with trending topics, and most importantly, they remain consistent. There’s something to be said for varying your content like the other brands on this list, but by diving headfirst into the look and feel of their socials, Cash App has carved out a space for themselves and the premium Fintech brand to follow.

Even with ideas that are less polished, they still make it a point to take well-known faces you’ve become accustomed to seeing and find a way to incorporate them into entertaining, easily recognizable product content.

4. Revolut

Revolut is an interesting player in the Fintech space because of the varied nature of their product offerings. While some of the other brands on this list offer a straightforward, simpler lineup of benefits, Revolut is involved in everything from financial advice to stock trading and high yield saving opportunities. Additionally, they don’t have the safety net of widespread brand awareness to help spark curiosity amongst potential consumers.

Their strategy? A commitment to product education across owned channels, aimed at both existing and potential customers. With their primary accounts, Revolut uses high production content to emphasize travel benefits and personalization options, the core value propositions that are most easily understood at a glance.

Customizable cards are a consistent part of the feed, along with updates on which regions can use the card and where they are supported. Clear, simple, and consistent content mixes show that Revolut understands the objective: simplify the complex to stop the audience from scrolling.

But Fintech is all about versatility, so Revolut is careful to avoid two-dimensional content. Custom cards with your dog on the front are cute, but that’s just the tip of their product iceberg. That’s where vertical accounts like @revolutbusiness and @revolutapp_us come into play. With parallel voices, Revolut gives subsections of its user base, business power-users and region-specific customers, a place to stay up to date with the specific aspects of the product that matter to them.

3. Venmo

Venmo presents a unique challenge because they’ve reached the level of brand awareness that most Fintech companies will spend their entire budget trying to achieve: Venmo has officially implanted themselves in how an entire generation talks about money. “I’ll Venmo you” has fully replaced “I’ll pay you back” in conversations, even if Venmo isn’t the specific platform where the payment will be happening. What’s impressive, though, is how they continue to cash in (get it?) on their cultural saturation online.

Once everyone already knows what you do, it’s not easy to convince them to keep tabs on you. After all, why should you care what the money payment app is posting? Venmo’s response to that challenge is socially native, timely, and reactive content that reflects the ways the product shows up in everyday life.

With a mix of lo-fi and professionally produced content, Venmo leans into the social aspect of their app in ways that feel natural. Splitting dinner bills, paying your friend back for concert tickets, or dividing costs when the trip finally makes it out of the group chat are common threads across their channels. They also take advantage of their product familiarity with an influencer strategy that centers around spotlighting all the under-discussed features that they have to offer.

2. Chime

Chime, like Venmo, has a leg up on the competition in large part because of their name recognition. When you read that Revolut was number four on this list, you may have needed a minute to double check what exactly they do. But if you watch television, listen to podcasts, or frequent YouTube, chances are you already hear about Chime three to four times a day at minimum.

However, unlike Venmo, Chime’s name recognition is not universally linked to product understanding. That kind of ubiquity can wear on consumers, especially if you don’t make the most of their attention when you have it.

Chime thrives by taking advantage of their different voices to reach all possible follower profiles. Their influencer strategy covers the day to day, using real people to spotlight the ways Chime can fit into daily life. On the flip side, they have no problem leveraging a high profile spokesperson to speak to these topics from a different perspective.

With a recurring series where Chime’s sponsored athletes and artists speak about life issues and learning to manage money, they build onto existing entertainment value by capitalizing on the opportunity to give you a look into the underdiscussed aspects of finance.

Where Chime has room to grow, however, is in their owned UGC and conversational content. Hearing from celebrities is nice, but having a real person speak to your experiences and concerns is even better. Starting recently, they began creating more content that speaks to relevant topics like New Years Eve spending and resolutions for better money management.

With these perspectives on finance, they’re increasing their connection to existing and potential followers by showing that they aren’t just interested in your money, they’re interested in helping you understand it.

1. Bilt

When it comes to Fintech brands on social media, Bilt without a doubt takes the cake. In the last year alone, Bilt has evolved their presence on social media in a major way. Despite the nuances that separate Fintech from other industries, the need for a holistic approach across channels is no different from any other successful brand. At every level, Bilt shows an understanding of not only their existing users, but their potential users as well.

On Instagram, like many of the other brands on this list, Bilt has leaned into polished, professionally produced content. The difference is, instead of reserving this treatment for high profile brand endorsements, they’re flexing their cultural understanding by partnering with both large scale artists and brands, but also with up-and-coming creators.

Bilt popped up at smaller artists’ concerts and gave fans the chance to attend for free, too. They worked with comedians, finance creators, and even reality television personalities to hit every niche and meet their followers on their own terms.

On TikTok, they created a hit with “Roomies,” a digital miniseries with episodes posted to an account separate from Bilt’s main profile. With 119K followers and a second season coming soon, Roomies represents the peak of brand self-awareness. The central reward of Bilt’s card is the points you can earn for using the card to pay rent. Couple this with an audience of young adults working to understand how their money can work for them, and you get a miniseries that reflects all the ups and downs of early adulthood, not just the financial ones.

Additionally, it shows that Bilt understands the larger shift in social media from follower-based creation to discovery-led growth. If you can serialize your best content to keep people coming back to you, it doesn’t matter whether or not they follow you because your content will follow them. Going all in on an actual series is genius, and the public response speaks for itself.

Fintech Brands & Social Media: Final Thoughts

The common thread with all of these brands is that they’ve figured out something that seems obvious but apparently isn’t: people don’t want to follow boring corporate accounts. Even if you’re selling something as seemingly boring as financial services, you can still thrive by showing that you understand your audience’s needs and interests.

You just have to commit to it, understand the platforms you’re using, and be willing to try something new.