Fintech marketing strategy · Our data, 10 November 2026
Fintech marketing trends for 2027
What 220 fintechs in the Nordic market say they sell, who they sell it to, and what that means for your fintech marketing strategy, your campaigns and your community in 2027.
The short version
We researched 220 fintechs, banks and payments companies that are active in the Nordic market: what each one sells, who it sells to and how it describes itself. Their profiles are in our company directory. Read together, they show where fintech marketing is crowded and where there is still room.
- Everyone is selling to the same buyer. 59% list banks or credit unions as customers.
- AI is now table stakes. 38% describe their product with AI, and 17% already use “agentic” or “AI agents”.
- Compliance has become a growth message. 40% lead with compliance, KYC, AML or fraud.
- Infrastructure is the product. 38% sell an API; open banking and real-time payments are features, not stories.
- Rooms beat reach. When everyone makes the same claim to the same buyer, time in person with that buyer is what moves a deal.
Five fintech marketing trends for 2027
1. Everyone sells to the bank
129 of the 220 companies (59%) name banks or credit unions among their customers, far ahead of merchants (28%) or other fintechs (27%). The same few hundred people at Nordic banks receive almost every pitch. More content and more ads add to the noise. What still gets through is a warm introduction, a stage, or a seat at a table with peers. Our guide to selling to Nordic banks covers how.
2. AI is table stakes; “agentic” is the new claim
38% of the companies describe their product with AI. “Agentic” has quickly become a positioning word too: 37 companies (17%) already use it. When a word is on every homepage it stops differentiating. Buyers believe what they see working, so show the agent doing the job: a live demo, a pilot result, or a prototype built on your API at a bank hackathon. More on positioning in our newsletter: The Positioning Lag.
3. Compliance is a growth message
40% of the companies lead with compliance, KYC, AML or fraud prevention, and regtech is the second-largest sector in our profiles (69 companies). The EU's new anti-money-laundering rulebook applies from July 2027, so banks and payment companies are buying now. The marketing opportunity is to be useful rather than alarming: explain what changes, by when, and what to do first.
4. Infrastructure is the product, so the buyer is technical
38% of the companies sell an API, 14% mention open banking or PSD2 and 14% mention real-time or instant payments. For these buyers, the developer experience is the marketing. Docs, sandboxes, a fast first API call, and engineers who show up to builder nights do more than a brand campaign.
5. Rooms beat reach
Digital channels are crowded with the same claims to the same buyers. In-person formats with a sharp question and a short guest list cut through: executive breakfasts, partner dinners, builder nights, build days. One example: the Embedded Finance Build Day on 25 August 2026 cost SEK 25,000 and no paid advertising: 98 registrations, 72 approved places, 44 builders in 15 teams, 15 working prototypes, 26 companies in the room and 14 warm leads at SEK 1,785 each. We report counted results separately from estimates.
The data: what fintechs sell, and who they sell to
The most common keywords across the 220 profiles, leaving out generic words such as “fintech” and country names:
| Keyword | Companies | Share of 220 |
|---|---|---|
| regtech | 41 | 19% |
| payments | 25 | 11% |
| open banking | 24 | 11% |
| kyc | 23 | 10% |
| aml | 21 | 10% |
| compliance | 20 | 9% |
| fraud prevention | 17 | 8% |
| identity verification | 15 | 7% |
| api | 14 | 6% |
| banking software | 11 | 5% |
| psd2 | 11 | 5% |
| ai | 11 | 5% |
| savings | 10 | 5% |
| ai agents | 10 | 5% |
| kyb | 10 | 5% |
Who the companies say they serve. A company can serve several groups, so the shares add up to more than 100%:
| Customer group | Companies | Share of 220 |
|---|---|---|
| Banks and credit unions | 129 | 59% |
| Merchants, retailers and e-commerce | 62 | 28% |
| Other fintechs | 59 | 27% |
| Enterprises and corporates | 41 | 19% |
| Consumers | 40 | 18% |
| Wealth and asset managers | 36 | 16% |
| Insurers | 36 | 16% |
| SMEs | 32 | 15% |
| Payment and e-money institutions | 25 | 11% |
By sector: payments (82), regtech (69), banking (57), finance software (49), lending (43) and wealth (36). By country: Sweden (67), the United Kingdom (26), Denmark (23) and Germany (18) lead. Method: one profile per company, written by the Alexandra Studio team from public company information in November 2026; keywords and customer groups as stated by each company.
A fintech marketing strategy for 2027
For a B2B fintech selling to banks, payment companies and other licensed buyers, this is the system we run for clients:
- Name the accounts. Start from 30 to 50 target companies and the roles on each buying committee, not a persona.
- Host the room. One sharp question, the right size and format: breakfast, dinner, panel, builder night or build day.
- Borrow trust. Co-host with a brand your buyers already know, so the invitation reads as an event rather than a pitch.
- Record it. A podcast episode, a short video, quotes and photos from the day.
- Post together. Everyone in the room posts and tags each other. Joint organic reach goes into the second-degree networks of the people you want.
- Follow up the same week, by name, with the people who came and the people who engaged without coming.
More on the method: GTM for fintech, executive roundtables for B2B pipeline and how Alexandra Studio works.
The best fintech marketing campaigns, and why they work
The campaigns people remember share a few traits, whether they target consumers or a bank's buying committee:
- One feeling, not a feature list. Relief, control, pride: consumer fintech campaigns that work lead with how money feels.
- Proof for B2B. For banks the emotion is safety, and safety is shown with named peers, results and regulators' language.
- A real person. A founder, a customer or an engineer on camera beats a stock photo of a phone.
- Built for sharing. The best B2B campaigns give partners something to post, so reach compounds.
We broke down three campaigns for different audiences in Trend-setting emotional fintech ad campaigns. Companies that keep showing up are ranked in the Fintech Awards 2026.
The fintech marketing community in Stockholm
Stockholm Growth & Fintech is Alexandra Grisanti's newsletter on Stockholm fintech and B2B growth. On 10 November 2026 it had 1,666 subscribers, 96% on a work email across 754 organisations. 47% opened an issue in the last 30 days, and 441 readers have a three-star or higher engagement rating from Substack. (Some email apps register opens automatically, so treat open rates as an upper bound.)
Around it: the Operator Network, a curated community for founders and executives in Stockholm; Insider Events, its invite-only rooms; and the Fintech Awards, which rank the 204 companies most active in it. Newsletter and podcast features are editorial; they are not sold.
Questions people ask
What are the biggest fintech marketing trends for 2027?
From our research on 220 fintechs: almost everyone sells to banks (59%), AI is table stakes (38% use it, 17% already say “agentic”), compliance has become a growth message (40%), infrastructure companies sell to technical buyers (38% sell an API), and in-person rooms cut through where digital channels are crowded.
What is a good fintech marketing strategy?
For B2B fintech: name 30 to 50 target accounts, host rooms those buyers want to attend, co-host with a brand they already trust, record the day, post together for joint organic reach, and follow up the same week by name.
How do you market a fintech to banks?
Banks rarely respond to cold vendor pitches. Borrow trust through a co-host the bank already works with, offer a stage before asking for a meeting, and find the person who connects business goals with digital delivery. See selling to Nordic banks.
What makes a fintech marketing campaign work?
One clear feeling for consumers, proof and named peers for B2B buyers, a real person on camera, and something partners can share.
Where is the fintech marketing community in the Nordics?
In Stockholm: the Stockholm Growth & Fintech newsletter (1,666 subscribers), the Operator Network and its Insider Events, Stockholm Fintech Week in March, and the side events around it. Copenhagen has Nordic Fintech Week and Helsinki the Nordic Fintech Summit. See fintech conferences 2027.