Why fintech vendors must build brand to drive long-term leads 

Many niche fintech vendors overlook brand in favour of sales activation. But in trust-based sectors like trading and market infrastructure, a strong brand is critical. Ted Harvey, Deputy Head of Capital Markets and Dan George, Senior Director, Deputy Head of Brand, Insight and Strategy, outline why a strategic brand narrative is the key to sustainable growth and how fintechs can move from lead-chasing to lasting relevance. 

In the race for pipeline and leads, many small-to-medium sized pre- and post-trade tech vendors go all-in on performance marketing and sales activation. 

So they should. Nevertheless, in the process of pursuing today’s sales, too many overlook the single most important asset they have in ensuring a healthy sales pipeline running into tomorrow: their brand.  

Much more than just a logo, your brand determines what your stakeholders think, and feel, about your company – if they even think about you at all. In a sector like trading and market infrastructure, where trust, reputation, and relationships are currency, a weak or undefined brand puts even the best technology at a disadvantage. 

Tech vendors selling to investment banks, hedge funds and asset managers can’t rely on demand generation alone. They need a cohesive brand and insight-led strategy to ensure they’re top of mind when prospects have a problem to solve. 

Make no mistake, this is a trust-driven ecosystem.  Institutional market participants are rarely looking to make a purchase, and when they are, most decision-makers in investment banks, asset managers and hedge funds  (COOs, CROs, CTOs, trading desk heads) buy from people they’ve worked with, or at least heard of, before.  

If you’ve got low brand awareness, or if doubts linger about your credibility, you’re on the back foot. On the other hand, if ex-bankers and buy-side veterans know you for something valuable, you’ll be top of the list when they’re ready to reach out. 

To future-proof your sales model, start with a strategic brand narrative. Esoteric tech is, by definition, hard to explain. And even if you’ve nailed the description, a technological edge is always at risk of being copied or caught up with. Brand takes the argument up a level. 

Strong brand narratives triangulate between customer needs, gaps in the market, and claims you can credibly make. They clarify why your business is uniquely positioned to help with something that truly matters to your customers – and distil complex propositions into stories that are clear, credible and built to move your audience into action. 

Without this foundation, lead gen becomes a crude numbers game: more content, more outreach, more noise. However, with a strategic brand plan in place, backed up by robust market research and underpinned by a compelling narrative, your marketing stops simply saying something. It starts to mean something.  

Ultimately, while connections open doors, the network can’t scale forever. For long-term lead generation and sustainable growth, you need a brand that institutionalises your credibility and grows your reputation beyond the potential of your personal network.  

If you’re a niche fintech vendor competing in a noisy space, ask yourself: are we building a brand that matches the credibility of our technology and people? One that can capture and keep customers’ attention with a story that speaks to the challenges they face? Or are we just chasing leads from expensive trade shows and hoping they convert? 

Key takeaways 

Why is brand so important for fintech vendors in market infrastructure? 

In a trust-based ecosystem, your brand builds long-term credibility and ensures you’re remembered when prospects are ready to buy. 

What’s the risk of focusing solely on lead generation? 

Without a strong brand, lead gen becomes noise – unsustainable, expensive, and forgettable. 

How can fintechs build a compelling brand? 

By creating a strategic narrative rooted in market gaps, client needs, and credible claims, fintechs can clarify their value and stand out.