Ballistic Media
Quick answer: The best fintech content marketing programmes do one of four things: they turn product data into reports others quote (Ramp, Carta, Plaid), they build free tools and reference pages that capture high-intent searches (Wise, NerdWallet), they teach their market from the ground up (Zerodha, Robinhood), or they publish editorial work good enough to stand on its own (Stripe, Mercury). Each one fits the company's product and audience. None of them is a blog posting generic "tips".
The four models at a glance
| Model | Examples | Best for |
|---|---|---|
| Proprietary data | Ramp, Carta, Plaid | Companies with unique transaction or platform data |
| Tools and reference pages | Wise, NerdWallet | Products tied to high-volume, specific searches |
| Education | Zerodha, Robinhood | Consumer products where users need confidence before acting |
| Editorial brand | Stripe, Mercury | Companies selling to founders and builders, with patience for long-term brand building |
1. Ramp: turning card data into a news source
What they do: The Ramp AI Index measures business adoption of AI products every month, using anonymised spending data from tens of thousands of companies on Ramp. It is broken down by sector and company size, and the data is also published on the Federal Reserve Bank of St. Louis's FRED database.
Why it works: Journalists and analysts need numbers on AI adoption, and Ramp has some no one else has. Each monthly release gives the press a reason to cite Ramp, which builds links, brand recognition and trust with the finance teams Ramp sells to.
What to copy: Look for one question your platform data can answer better than anyone else, publish it on a regular schedule and keep the methodology public.
2. Carta: owning the data on startup fundraising
What they do: Carta's quarterly State of Private Markets reports track how much startups raise, at what valuations and on what terms, using aggregated data from companies on its platform.
Why it works: Founders, investors and reporters all want to know what is "normal" in the current market. Carta becomes the reference they cite, which keeps it front of mind with the founders who choose its equity management software.
What to copy: Benchmarks beat opinions. If customers keep asking "is this normal?", your data can answer them publicly.
3. Plaid: research that shapes the industry conversation
What they do: Since 2020, Plaid has published The Fintech Effect, an annual consumer survey run with The Harris Poll in the US and later the UK, on how people use and feel about fintech.
Why it works: Plaid sells to fintechs, not consumers. A credible survey of those fintechs' customers gives Plaid's buyers useful insight and gives the press a yearly story, while positioning Plaid as the company that understands the whole market.
What to copy: If you sell B2B, research your customers' customers. A commissioned survey with a recognised research partner adds credibility that in-house polls lack.
4. Wise: thousands of pages that answer exact searches
What they do: Wise publishes currency converter pages for currency pairs, plus SWIFT/BIC code, IBAN and bank routing pages with free checkers. Ahrefs' analysis found these templated pages bring in much of Wise's organic traffic across countries and languages.
Why it works: Someone looking up a SWIFT code or an exchange rate is often about to send money abroad, which is exactly what Wise sells. Each page solves the immediate problem and shows Wise's fees and rate next to it.
What to copy: Find the specific, repetitive searches your buyers make just before they need you, and build genuinely useful pages for each one. Thin templated pages with nothing new on them do not work. These succeed because the tool is useful.
5. NerdWallet: calculators as the front door
What they do: NerdWallet built a large library of free financial calculators (mortgage, compound interest, retirement and more) alongside reviews and guides. Third-party SEO analyses, such as Foundation's, consistently find calculators among its highest-traffic pages.
Why it works: Calculators answer a precise need, get linked to by other sites and bring people back repeatedly. Each one leads naturally to related guides and product comparisons.
What to copy: One good calculator or free tool can outperform dozens of articles. Pick a calculation your buyers do by hand today.
6. Zerodha: educating a market into existence
What they do: Zerodha Varsity is a free, in-depth library of stock market and personal finance lessons, from the basics through to options strategies and taxation, with no sign-up, no paywall and no ads, plus a free app.
Why it works: Zerodha needed more Indians to feel confident investing. Varsity built that confidence and an enormous amount of goodwill, and many readers then choose the broker that taught them.
What to copy: If fear or confusion stops people using your product, the most effective content is often a complete, free course, not a stream of posts.
7. Robinhood: a newsletter people actually read
What they do: Robinhood bought the MarketSnacks newsletter in 2019 and relaunched it as Robinhood Snacks, a short daily markets newsletter and podcast that does not require a Robinhood account. Robinhood Learn sits alongside it as a library of beginners' guides and a financial dictionary.
Why it works: Snacks reaches people daily with something they enjoy reading, building a habit and a relationship long before and after they open the app. Robinhood reported that 24.6 million unique people opened the newsletter in Q2 2021.
What to copy: A newsletter with a clear voice and a useful daily or weekly format can be a fintech's strongest owned channel. Buying an existing audience is an option too.
8. Stripe: publishing as brand building
What they do: Since 2018, Stripe Press has published books on technology, science and economics, alongside Stripe's detailed guides and documentation for developers and founders.
Why it works: The books rarely mention Stripe, but they signal the kind of company Stripe is and the ideas it cares about. That matters to the engineers and founders who choose a payments provider, and to people Stripe wants to hire.
What to copy: You do not need a publishing house. The lesson is to make content so good it would be worth paying for, aimed at the people you most want to impress.
9. Mercury: an independent magazine for founders
What they do: Mercury publishes Meridian, a magazine about technology and entrepreneurship that Mercury describes as editorially independent and not a vehicle for its own views.
Why it works: Mercury's customers are startups. A thoughtful publication for founders earns their attention and trust in a way that product marketing cannot, and makes Mercury part of the startup culture it serves.
What to copy: If your buyers are a community (founders, CFOs, developers), serving that community's interests directly, beyond your product, builds loyalty.
How to choose the right model for your fintech
- Do you have unique data? If yes, a regular data report is usually the highest-return option, because it earns links and press coverage repeatedly.
- Do your buyers make specific, repetitive searches before buying? Build tools and reference pages for those searches.
- Is confusion or fear the main barrier? Build an education library or course.
- Are your buyers a community with shared interests? Consider a newsletter or an editorial publication. It takes the longest to pay off.
Whichever you choose, the same rules apply in finance: be accurate, cite sources, have a qualified reviewer and get compliance sign-off on anything touching your product. Our guide to compliance-friendly fintech content covers the process.
Where Ballistic Media fits: as a fintech content marketing agency, we help fintechs pick the right model, then plan, write and get it through review: data reports, tool pages, education hubs and SEO content. For visual inspiration, see our roundup of fintech website designs.
FAQs
What is fintech content marketing?
Creating useful content, such as articles, reports, tools, newsletters and videos, that helps potential customers understand a financial product and trust the company behind it, so they choose it when they are ready.
What type of content works best for B2B fintechs?
Proprietary data reports and benchmarks, in-depth guides to the problems buyers face, comparison pages and case studies. These are what finance and product leaders read and share when evaluating vendors.
What type of content works best for consumer fintechs?
Free tools and calculators, beginner education and a regular newsletter with a distinctive voice, each of which meets people at the moment they need help with money.
How long does fintech content marketing take to work?
Search-led content and tools usually take three to six months to build traffic. Data reports can earn coverage immediately on publication. Editorial and newsletter programmes take the longest but build the deepest loyalty.
Sources
- Ramp, Ramp AI Index
- Carta, State of Private Markets: Q3 2026
- Plaid, The Fintech Effect 2025
- Ahrefs, Wise SEO case study
- Foundation, NerdWallet SEO analysis
- Zerodha, Varsity
- Robinhood newsroom, Robinhood Snacks on Snapchat Discover
- Axios, Payments company Stripe is getting into book publishing
- Mercury, Announcing Meridian
