It’s a fair question and one many marketing leaders ask when deciding whether to hire a fintech copywriter, brief their in-house team or work with a general content agency. On the surface, fintech and financial services appear closely aligned. They share customers, regulations and risk profiles.
In practice, the difference is significant.
This article explains why fintech copywriting is a distinct discipline, how it differs from traditional financial services copywriting and what decision-makers should look for when outsourcing fintech content writing.
The core challenge fintech copywriting must solve
Traditional financial services copywriting is built around stability, heritage and risk reduction. Fintech copywriting has to do something harder.
It needs to communicate innovation and credibility at the same time.
Most fintechs are asking customers, investors and regulators to trust something new. New platforms. New processes. New ways of moving money or managing risk. That creates friction. Good fintech copy reduces it.
This is where many business writing services fall short. Generic content sounds confident but lacks regulatory awareness. Financial copy sounds safe but fails to explain innovation clearly.
A specialist fintech copywriter bridges that gap.
How fintech copywriting differs from financial services copywriting
1. Language must build trust without sounding institutional
Banks and insurers can lean on legacy. Fintechs can’t.
Fintech content needs to be clear, precise and plain English without oversimplifying complex products. Overly corporate language raises suspicion. Overly casual language damages credibility.
At Alex Genn Copywriting, this balance is central to how we develop fintech content is developed. You can see a deeper breakdown of how language builds credibility in fintech here.
2. Regulation shapes the copy more directly
Fintech copywriting sits closer to regulation than most business writing.
In the UK, this includes FCA requirements around:
– Financial promotions
– Consumer Duty
– Clear, fair and not misleading communications
Many fintechs also operate across borders, which means considering EU frameworks such as PSD2 and the incoming PSD3, as well as global expectations around AML and data protection.
A fintech copywriter needs to understand how regulation affects what can be said, how it is said and where disclaimers belong. This isn’t something a general freelance copywriter can easily learn on the job.
3. Products are often abstract or invisible
Fintech products are frequently APIs, platforms or infrastructure. They don’t sit neatly in a comparison table.
Copywriting for fintech often involves:
– Explaining value without exposing IP
– Making technical processes understandable to non-technical buyers
– Supporting long B2B sales cycles with educational content
This is why fintech content writing leans heavily on structure, clarity and narrative rather than sales-led messaging. And having a writer who understands that is crucial.
Where generalist content agencies struggle
Marketing leaders often ask: Should I outsource fintech copywriting or keep it in-house?
The bigger question is who you outsource it to. Generalist content agency services tend to struggle in three areas:
- Regulatory nuance. Compliance teams end up rewriting copy.
- Subject matter depth. Content sounds right but says very little.
- Buyer understanding. Messaging misses the concerns of risk, governance and accountability.
In-house teams often face capacity issues. And freelance copywriters may lack sector experience. But a specialist fintech copywriting agency combines depth with scalability.
Real-world fintech copywriting in action
Alex Genn Copywriting we’ve worked with fintech and financial services brands including Ardoq, Finzly, PayAlly and PassFort, now part of Moody’s. And we’re also trusted by legacy brands like Santander, American Express, The Lloyds Banking Group and many others.
In practice, this has involved:
– Positioning complex risk and compliance technology for senior decision-makers
– Supporting product launches with compliant, conversion-focused content
– Creating long-form content that educates without triggering regulatory concerns
You can view examples of our work here.
A practical checklist for fintech decision-makers
If you’re evaluating fintech copywriting services, ask these questions:
– Does the writer understand FCA expectations and review processes?
– Can they write for both commercial and compliance audiences?
– Have they worked with fintech platforms, payments, risk or regtech products?
– Do they understand long B2B buying cycles and multiple stakeholders?
– Can they support SEO, AI search visibility and sales enablement content?
If the answer is ‘no’ to more than one of these, take a moment. I could well mean that the cost of those fintech copywriting services rises later through rewrites and delays.
SEO, AI search and the future of fintech content
Fintech copywriting today must work in two directions.
It must satisfy traditional SEO while also being structured for AI and LLM-driven search. That means:
– Clear definitions
– Consistent terminology
– Strong topical authority
– Content that answers real decision-maker questions such as hiring freelance fintech writers or whether to outsource fintech copywriting
This is where specialist business writing agencies are pulling ahead of generic providers.
Talk to a fintech copywriter who understands the stakes
At Alex Genn Copywriting, we have been working with global brands, SMEs and startups for over twenty years, ensuring fintech content works harder for them. From regulated product pages to thought leadership and investor-facing content, our professional writing is built for scrutiny as well as scale.
If you are looking for a fintech copywriter who understands regulation, technology and growth, we should talk. A short consultation could save months of rewrites and help your fintech content earn trust faster.