New Client Acquisition: Growth Techniques for Fintech Companies

When it comes to acquiring new clients, the financial services industry is turning into an increasingly competitive battlefield. Fintech entrepreneurs are under growing pressure to stand out in this competitive market, grow their client base, and adapt to constantly evolving digital habits.

Customer acquisition challenges

Fintechs have several significant obstacles when attempting to draw in new clients, even while the prospects for growth might be vast for many businesses (but limited in others):

Competition and market saturation: The financial services industry is saturated, with established and traditional firms, new disruptors, and challengers that are digital-first competing for the same audience. It demands more than compelling value propositions to stand out from the competitors; you also need innovative digital strategies.

Regulatory obstacles: Strict marketing communications and consumer data regulations, as well as regional legal frameworks, might restrict marketing flexibility, making it harder to reach, interact and acquire new customers Naturally, this varies by country and location (GDPR, FCA, etc.), but while growing globally, you’ll need to take these into consideration.

Trust and brand perception: In this industry, trust is everything. Newer brands must overcome scepticism and establish credibility, while more traditional companies must modernise the way they engage with their audience.

Paul Bennett, CMO, Financial Services at AccuraCast underlines these challenges:

Understanding new customer segments

Using data as a source for new opportunities, companies can refine their segmentation strategies and maximise acquisition efforts.

A successful customer acquisition strategy starts with understanding where growth potential exists. This involves:

• Finding underserved demographics: Identifying niche markets or groups of potential customers with specific needs not yet met by the company, such as a segment of younger consumers looking for more flexible financial products.
• Evaluating geographic expansion: Evaluating opportunities in new regions where demand is increasing or not yet met, regulatory environments are favourable, or there is less competition.
• Adapting to changing user behaviour: What are the new decision-making processes like? Is traditional communication sufficient? How are my consumers influenced? These are just some of the questions that companies should ask themselves in order to better reach their target audiences.

Leveraging data-driven insights

Data plays a key role and will give us a roadmap when it comes to segmenting and reaching new customers effectively. By analysing demographic, behavioural, and transactional data, companies will be able to:

• Identify high-value customer segments: Using predictive analytics and customer lifetime value, companies can create models to prioritise audiences that are most likely to convert and remain loyal. This process can be carried out using web analytics tools such as GA4 to analyse user behaviour within the company’s digital properties, CRM to understand LTV, and a data visualisation platform that helps digest and interpret this information.
• Personalise marketing strategies: Adapt messages and value propositions to the specific needs of customers and different segments.
• Optimise acquisition channels: Determine which platforms (Google Ads, LinkedIn, programmatic, etc.) offer the best return on investment for each segment.

Generating trust and long-term growth

Paul Bennett of AccuraCast reinforces the importance of gaining brand strength as soon as possible:

Key strategies for strong brand development:

• Consistent messaging and identity: A clear brand voice, visual identity, and core values build recognition and trust. Fintech brands must maintain consistency across all their touchpoints, from content on their digital properties to interactions with their audience.
• Thought leadership and content marketing: Establishing a company as an authority in the industry through relevant content (e.g. whitepapers, webinars, case studies) can boost credibility and attract high-value customers. This applies to either segment, B2C or B2B.
• Customer-centric brand positioning: Aligning brand messaging with customer needs and expectations – whether through transparent pricing, ethical business practices, or seamless user experiences – reinforces trust and engagement.
• Leveraging social proof and advocacy: As cliché as it may sound, your users are going to be your best advocates. Reviews, testimonials, and recommendations from influencers all play a big role in credibility. Driving satisfied customers to share their experiences will help improve brand perception.
• Emotional connection and brand loyalty: Financial decisions are often deeply personal. Companies that create a brand narrative that resonates emotionally (whether through security, empowerment, or financial freedom) will stand out and retain customers more effectively.

Personalisation to meet unique needs

Why it matters

Personalisation is no longer just a competitive advantage, it’s a customer demand – “What do you have to offer me specifically?”

In the financial services industry, where trust and relevance are critical, tailoring products, messages and experiences to individual customers can significantly improve conversion rates and lower acquisition costs. Companies that leverage personalisation effectively can build stronger customer relationships, improve retention and drive higher lifetime value.

Strategies for effective personalisation

AI-powered personalisation: AI models can analyse large volumes of customer data to predict needs, personalise messages, and deliver highly relevant content in real time. Fintechs, for example, can tailor financial products based on consumption patterns.

Audience segmentation: By segmenting customers based on behaviour, preferences, and lifecycle stages, companies can create targeted marketing campaigns that speak directly to their needs. For example:

• New customers: Onboarding campaigns with educational content.
• Loyal customers: Exclusive offers or rewards for continued engagement.
• High-value customers: Personalised financial planning tools or premium services.

Omnichannel personalisation: Customers interact with companies across multiple touchpoints (websites and apps, email, social media, etc.). Ensuring a personalised experience across all these channels — whether through dynamic website content, personalised email sequences, or chatbots — creates a more engaging and effective customer experience.

By implementing these personalisation strategies, brands can differentiate themselves in a crowded marketplace, foster deeper customer relationships, and drive long-term growth.

Scaling up

Once a company achieves a proven and consistent customer acquisition model, scaling requires a strategic approach to maintain efficiency and maximise impact:

Automate and optimise: Use AI-powered tools to optimise marketing efforts, personalise customer interactions, and reduce acquisition costs.

Expand market reach: Explore new customer segments, geographies, markets, and distribution channels, ultimately driving global growth.

Leverage partnerships: Collaborate with complementary industries (e.g., healthcare technology, payments, or retail) to access new customer segments and expand service offerings.

Test and iterate: Continuously test different acquisition strategies, optimise messaging, and refine segmentation to ensure campaigns remain effective at scale.

By focusing on data-driven decision making and scalable strategies, companies can achieve long-term success while maintaining profitability.

Key takeaways

Market saturation & competition require differentiation

The financial services sector is highly competitive, making it essential for fintech companies to develop unique value propositions and innovative marketing strategies.

Regulatory compliance can impact growth

Navigating legal frameworks like GDPR and FCA regulations is crucial, as strict compliance rules can slow down customer acquisition efforts and limit marketing flexibility.

Trust & brand perception are critical

Establishing credibility is a major challenge, especially for newer players. Personalisation, transparency, and strong customer relationships help build trust in financial services.

Data-driven strategies enhance customer acquisition

Leveraging analytics and behavioural insights allows companies to identify high-value customer segments, personalise marketing, and optimise acquisition channels for better ROI.

Brand development

Investing in brand building can help brands build trust, achieve sustainable growth and generate long-term relationships with customers.

Personalisation drives engagement & retention

AI-driven personalisation, audience segmentation, and omnichannel marketing ensure that customers receive relevant offers and experiences, improving conversion and long-term value.

Partnerships expand market reach

Collaborating with complementary services, such as health tech and payment platforms, allows companies to tap into new audiences and create more comprehensive offerings.

Measuring & scaling success requires strategic optimisation

Tracking key KPIs (CAC, LTV, retention, etc.), automating processes, expanding reach, and continuously testing strategies are essential for sustainable growth.

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