Get the trust basics right first: who you are, who holds the money, what is insured and what it costs, stated plainly on every page. Then build content that explains the product, landing pages that meet Google's financial services policy, and campaigns on search and LinkedIn. Measure active and retained customers.
Have your legal and compliance teams approve every claim about banks, insurance, rates and fees before it goes live.
Trust basics come first
Before any campaign, every page a prospect sees should answer five questions:
- Who you are: the legal company name, its address, and how it is licensed or registered where it operates.
- Who holds the money: if a partner bank holds deposits, name it and describe the relationship accurately.
- What is insured: say exactly what is and is not covered, by whom, and up to what limit.
- What it costs: every fee, in plain words, before sign-up.
- How to get help: a real support route and a complaints process.
Insurance and bank claims: the FDIC's rules
The FDIC's rules in 12 CFR part 328, subpart B bar any person from representing or implying that an uninsured financial product is FDIC-insured by using FDIC-associated terms or images, and from implying that a company that is not an insured institution is one, or that it is associated with an insured institution unless the association is described clearly, conspicuously, prominently and accurately. For a fintech that works with a partner bank, that means naming the bank, explaining what the bank does, and never using the FDIC name or logo in a way that suggests your own product is insured when it is not. Have counsel approve this wording once, then use it everywhere.
Deceptive practices: the CFPB's reach
Under 12 U.S.C. 5531, the CFPB may act against unfair, deceptive or abusive acts or practices in connection with a consumer financial product or service. For marketing, the safe habits are plain: no claim you cannot substantiate, no fee hidden behind a link, no "free" where a charge can apply, and no small print that contradicts the headline. Lenders, deposit products and payment apps each have further rules of their own; your counsel will know which apply.
Google's financial services ad policy
Google's financial products and services policy requires landing pages to show, clearly and without a click or hover, the business's physical address, all associated fees, and links to any accreditation or endorsement where an affiliation is stated or implied. Personal loans must allow at least 61 days to repay, and in the USA Google does not allow ads for personal loans at an APR of 36% or more. Crypto ads depend on the location and, for some products, Google's certification. Google's advertiser verification page says accounts running ads for financial services may be selected for verification, so complete it early.
Content that explains the product
People research money decisions. Explainers on how the product works, what it costs, how it compares with the alternatives and what happens when something goes wrong do more for a fintech than slogans. Write help articles before launch, publish fee and rate pages that match the app, and keep a dated changelog. In CMI's B2B content marketing research, 65% of marketers reported pressure to produce content faster; for fintech, accuracy beats speed. Our content marketing service writes and maintains this content with your compliance review built in.
Channels: search, LinkedIn, email and referrals
Search catches people who already want a product like yours: build pages for each use case and run paid search once landing pages meet the policy above. For B2B fintech (payments, treasury, lending infrastructure), LinkedIn's ad targeting reaches finance, risk and operations roles by title, company and seniority; our LinkedIn ads service runs those campaigns. Email onboarding should help a new customer reach first use; in the USA, the FTC's CAN-SPAM guide sets the rules for marketing email. Referral programs work when the reward terms are plain and the product earns the referral.
How to measure fintech marketing
Count customers who complete onboarding, make a first transaction or fund an account, and are still active after 30 and 90 days, by channel. Track cost per active customer; cost per install or sign-up misleads. For B2B fintech, count qualified demos, pilots and signed contracts. Watch support tickets and complaints by channel too; a campaign that brings confused customers costs more than it shows.
What we do and do not do
PromotEdge International is an international strategy, technology, marketing and design company, and our delivery team is in India. We plan, write and build fintech marketing: product pages, explainers, landing pages and campaigns. We give no legal or investment advice and make no claims about anyone's returns; your legal and compliance teams approve every claim about banks, insurance, rates and fees. Our finance marketing service page describes the work. This guide is general information, not legal advice.
Facts we rely on: see our company facts for what we state about ourselves and where each fact comes from.