Trade finance trajectory demands diligent comms expertise

By Ted Harvey, Deputy Head of Capital Markets, Aspectus Group 

Global trade finance is back on the rise, but success in this competitive market depends on more than just innovative platforms. Firms must articulate their value with clarity, lead industry dialogue, and maintain a strong media presence. In this blog, we explore three powerful comms strategies to help trade finance leaders stay ahead. 

Despite previous fears, international trade volumes appear to have weathered the tariff-driven turmoil unleased earlier in the year. US-China trade has fallen steeply, but global trade has remained resilient, with China and other leading economies merely redirecting exports to new markets. However, its impact on trade finance has already proven both significant and enduring. 

As we forecast in our last blog on the topic, changing global trade patterns are driving firms to urgently rethink and bolster their trade finance capabilities. A recent Euromoney report revealed nearly 70% of banks surveyed are reporting a spike in trade finance transaction volumes, with half seeing double digit increases. Another analysis found more than half (55%) of global banks plan to boost spending on their trade finance platforms over the coming year.  

There can be no doubting it: trade finance is back in growth mode. This represents a stellar opportunity for the businesses at the forefront of the sector’s innovation – but only if their communications strategy can set them apart in an increasingly crowded scene. 

The big issue 

Trade finance refers to the financial products and services companies use to facilitate international trade, enabling them to manage risks, bridge cash flow gaps, and generally ensure smooth cross-border transactions. It is an essential yet increasingly complex facet of global trade.  

The tariff tumult witnessed earlier in the year has only spotlighted its importance, with the theme high on the agenda at the Sibos conference in Frankfurt later this month. Discussions are set to centre on enhancing safety, efficiency, interoperability, and digitization of supply chains in a fragmented world – the bread and butter of many sophisticated trade finance tech offerings. 

But that’s exactly where the challenge lies – competition for this business is heating up fast. If trade finance firms are to capitalize on the burgeoning demand for innovations in the space, they must ensure the unique benefits of their offering are clear, memorable, and – perhaps most importantly – resonate with the right people at the right time.  

This is a tall hurdle to surmount, one that requires patience, creativity, and a carefully crafted strategic communications strategy to overcome. That’s where specialist PR expertise can prove invaluable. 

Comms for cut through 

So, how exactly can firms cut through the noise? The answer lies in adopting smart comms tactics that speak the language of both innovation and impact. Done correctly, these can help firms position themselves as much more than just vendors; they emerge as enablers of the new order for global trade.  

The following three strategies lay a strong foundation from which trade finance fintech specialists can hone their reputation and distinguish themselves from the crowd: 

1. Define and distill value 
   Few sectors are as complex as finance, and trade finance is one of its most perplexing domains. In these spaces, clarity is everything. Messaging must translate technocratic tongue twisters into tangible business outcomes. Your audience won’t be won over by a rambling spiel on your platform’s unique API orchestration portal infrastructure. But demonstrations around how it can deliver faster access to capital, stress-free compliance, and less risky trade relationships will strike a chord – especially if backed up by eye-catching statistics and a clear understanding of the challenges your target market faces.  

2. Leading the conversation 
   Once the product or platform’s value proposition is crystallized, it’s important to ensure the firm’s key spokespeople – whether c-suite executive or product specialist – begin building a reputation for market leadership. We unpack this in greater detail in our last trade finance blog, where we explain the advantages of crafting thought-leadership articles that demystify the topics journalists are most curious about.  
   
   In a nutshell, the implications of a protracted trade war for firms’ cross-border operations will be invaluable in newsrooms, as will insights into how changing regulations might cause headaches from Wall Street to the City. Landing opinions on these topics in well-read titles will establish trust with your target audience, as well as boost the company’s wider profile. Check out our last blog on the topic for unmissable tips on crafting hot takes. 

3. Media marksmanship
   Cadence is also crucial when it comes to a company’s media profile. Getting regular coverage in the right trade press titles and fintech media will work wonders for brand credibility – and a wall stacked with press clippings can’t be a bad setting for meetings with prospects. 
   
   Building relationships with niche journalists who understand and influence the news agenda around both trade finance and fintech is vital in being covered prominently across the press. This is where working with a specialist financial markets communications consultancy with long established relationships with these people and publications can make the difference. 

Beat the traffic 

With so many firms racing to capitalize on the surging demand for trade finance innovation, careful and creative communications will be essential to helping your brand beat the traffic. Contact us to understand how we can help cultivate your media presence in an increasingly competitive landscape. 

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About the author 

Ted Harvey is the Deputy Head of Capital Markets at Aspectus Group. Prior to joining Aspectus, Ted worked for Barret and Cook stockbrokers.

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Key takeaways 

Why is trade finance experiencing renewed growth? 

Despite geopolitical disruptions, global trade volumes are holding strong, driving increased demand for trade finance solutions and innovations. 

What communications challenges do trade finance firms face? 

Firms must differentiate in a crowded market by clearly expressing value, building thought leadership, and securing consistent media exposure. 

How can trade finance specialists stand out? 

By adopting clear, benefit-led messaging, owning relevant industry conversations, and leveraging targeted media relationships. 

Why is fintech PR expertise important now? 

With complex offerings and rising competition, expert fintech PR helps firms craft messages that resonate and reach the right audience at the right time.