What makes you trust a company? Is it their promise to you as a client, their proven results? There are many different ways to focus your branding around trust and openness- and for B2B companies, this is an integral part of your brand identity.

 Whether you’re selling to banks, investment firms, or enterprises, large and small, they need to know you’re reliable and trustworthy before they even consider your products as a solution for their operations. In an industry that deals with risk, security, and regulations as their bread and butter, companies that prioritise trust and transparency in their branding and communication are the ones that stand out and remain on top.

Why Trust Matters

B2B fintech buyers don’t make impulse decisions nor do they take unnecessary risks. They go through rigorous due diligence before committing to a solution. With high costs and the added complexities of integrating a new solution into their tech stack, they need to have confidence that your product will deliver results.

Many fintech companies offer similar products but trust and transparency set the leaders apart. A reputation for honesty, clear communication, and excellent customer care can make all the difference.

The Challenges of Building Trust

Building trust in a competitive industry may seem like a daunting task. Traditional, established financial firms and banks can naturally be very cautious about new technology. They’ve seen innovations come and go, and they won’t take risks without clear evidence of value and trust in a product. That being said, solutions for financial institutions can be highly technical. If potential clients don’t fully grasp how your product works for them or its benefits, they won’t buy in. Clear communication that is free from jargon and ‘marketing speak’ is important.

In many cases the most powerful tool for marketing is your expertise, so focusing on your proven track record is a great way to build solid trust.

How to Build Trust

Despite the challenges, there are ways you can present your company as a trusted partner for clients. This can be done by being honest and setting realistic expectations about what it means to work with you and your products. Being transparent about what clients can (and can’t) expect and delivering on your promises will help build long-term relationships.

Another way to continue solidifying your reputation as a trustworthy brand is to actively engage with the industry and prominent market figures. You can do so by:

• Hosting webinars and participating in panel discussions
• Attending, sponsoring, or hosting industry events to reinforce credibility and network with key players.

Unlike B2C brands that can rely on public reviews, B2B fintech companies often have confidentiality agreements. This means you need to find alternative ways to prove your credibility, such as:

• Sharing anonymised case studies
• Highlighting industry awards and partnerships you’ve won
• Publishing expert insights in reputable publications; this may include providing comments, submitting contributed articles or having quotes published following an interview
• Using social media, such as LinkedIn, to showcase achievements and thought leadership.

Making Trust Part of Your Brand

Simplify Your Messaging and Humanise Your Brand
Avoid technical jargon and make complex solutions easy to understand. Clients need clear, concise explanations that highlight your value. For more on how to communicate with your audience through carefully crafted stories, check our blog here: Beyond Logos – How to Engage B2B Audiences Through Narrative.

In addition to tailoring your messaging, below are some more suggestions that can help put a ‘face’ to your company:

• Strengthen your "About Us" section with real stories, detailed and personable C-suite profiles and photos, as well as team insights
• Encourage leadership to be active on social media and engage in industry discussions.

Foster Open Communication

Cultivate an environment of trust with your audience by having readily-available resources to address questions and possible objections. There are several pieces of content you can use to address this:

• Create and continually update the FAQ and Q&A section on your website to answer common concerns
• Issue a regular newsletter with announcements of updates and new products.

Use Real Data and Results – Focus on Your Specialties

Ditch vague marketing claims—back up your messaging with real-world results, case studies, and measurable outcomes that can prove your technology is the solution clients need to succeed.

Final Thoughts

Ultimately, trust and reputation are what may help a client choose to partner with you over a competitor. In the fintech space, decisions are high-stakes and clients don’t take risks lightly. Therefore, trust and transparency can make or break a deal. Focusing on clear communication, real results, and a genuine commitment to your customers is what can make your company stand out among the fierce competition in an analytical and at times very cautious industry.

Want to build trust with your clients?
Get in touch with one of our experts today and let’s start the conversation