Why fintech buyers decide before they contact you
Fintech is a market where many providers look alike from the outside. In the LinkedIn Financial Services Buyer Survey, run by Momentum ITSMA in March 2024 among 350 executives who influence payments purchases, 76% said they struggle to tell payments solutions apart without doing research. Three-quarters (75%) said the winning provider emerged before they had compiled a shortlist.
That makes the period before a formal process the part that matters. 74% of those buyers said it is important for their buying group to know a provider before the buying cycle begins, and 83% said provider blogs and articles influence them. The survey was commissioned by LinkedIn and covers payments buyers, so read it as a strong signal for payments and neighbouring B2B fintech rather than for every segment.
In B2B fintech the shortlist is largely formed before the formal process starts, and LinkedIn is where a good deal of that forming happens.
What buyers in a regulated market look for
The same survey found that security is the top quality that makes a buyer favour a payments provider, with trustworthiness and reliability close behind. Many buyers put knowing and trusting a brand ahead of finding the most innovative product.
That shapes what to post. Content that shows how you reason about risk, controls and edge cases gives a buyer evidence of the qualities they are screening for, while general claims about speed or innovation give them little to check. A fintech buying group also spans product, risk, compliance, security and procurement, and a steady run of specific posts lets each of them find something relevant to their own concerns.
What good LinkedIn content looks like for a fintech founder
Specific posts are the ones that get remembered. These five angles suit B2B fintech founders and leaders:
- A product decision explained: what you chose to build, what you left out, and the reasoning.
- A regulatory change read for operators: what it alters in a bank's or lender's process, in plain English.
- The questions due diligence really asks: what banks and platforms put to a provider, and how you prepare for them.
- A pattern from your own data, aggregated and anonymised, with the method stated.
- A failure mode: how a payment, lending or onboarding flow breaks, and what you do about it.
Each of these comes from a conversation you already have with customers, partners or your own team. The Content Call is where we collect them.
Generic fintech content compared with content built for buyers
| Generic fintech content | Content built for fintech buyers | |
|---|---|---|
| Claims | Speed, scale and innovation | Specific decisions and the reasons behind them |
| Proof | Customer logos and headline numbers | Method, trade-offs and what the numbers include |
| Risk | Rarely discussed | Controls, failure modes and how you handle them |
| Regulation | Avoided, or quoted in full | Read for operators, with your firm's review before posting |
| Reader | A general financial services audience | The product, risk, compliance and security people in a buying group |
Financial promotions and where compliance sits
The FCA's finalised guidance on financial promotions on social media (FG24/1, published 26 March 2024) says financial promotions on all advertising channels should be fair, clear and not misleading, and that the rules are technology neutral, so they apply to social media as they do to other channels.
Whether a particular post counts as a financial promotion depends on what it says and who it is aimed at. That is a decision for your firm and your compliance lead, and we do not give regulatory advice. Every draft comes to you before it is published, and you can add your compliance lead to the approval step. Anything that could be read as an invitation to use a regulated product goes through your firm's own financial promotions process before it goes live.
How Blueberry Media works with you
A 45-minute Content Call every two weeks collects what you are already thinking about, so content production never competes with product and customer work.
Bi-weekly Content Call
45 minutes on the decisions you are making, the questions buyers ask and the changes you see in the market. No writing required.
10 to 13 pieces of content per call
Posts and short-form articles in your voice, drafted from your own words.
Your review, and your compliance lead's
Nothing is published until you approve it. If your firm needs a compliance check, it sits in the approval step.
Full LinkedIn management
Scheduling, publishing and daily engagement are handled by Blueberry.
See what this would look like for your fintech
Book a free 30-minute call. We will look at your current LinkedIn presence and what a content programme would realistically produce, including how your compliance review would fit in.
Start a ConversationCommon questions
Last updated 19 October 2026
Can a fintech founder post on LinkedIn without breaking FCA rules?
Founders post on LinkedIn all the time, and the FCA's guidance does not prohibit it. FG24/1, published in March 2024, says financial promotions should be fair, clear and not misleading on every channel, including social media. Whether a post counts as a financial promotion is for your firm and your compliance lead to decide, which is why every draft goes to you before it is published.
Does this work if we sell to banks and institutions rather than consumers?
Yes. The LinkedIn Financial Services Buyer Survey 2024 asked 350 executives who influence payments purchases, about half of them at B2B companies. 85% said they use LinkedIn at least weekly to find information on payments solutions.
What should a fintech founder post about?
Product decisions and the reasoning behind them, regulatory changes read for operators, the questions due diligence asks, patterns from your own anonymised data, and how things fail and what you do about it. Specific posts give a buying group something to check, which general claims about speed or innovation do not.
Who reviews the posts, and do you need to understand fintech to write them?
You review every post before it is published, and your compliance lead can review it too. The content comes from your own call, built around your product, your market and your buyers' questions. We bring structure, editing and consistency, and you bring the expertise.
How long before this shows up in pipeline?
Most clients see early signals, such as more relevant profile views and inbound messages, within eight to ten weeks. Consistent impact on pipeline typically builds over six to twelve months.
How much does it cost and how long is the commitment?
LinkedIn personal branding packages start from £1,000 per month. Every engagement starts with an initial 90-day sprint, then moves to monthly rolling with 30 days notice. There are no setup fees and no exit penalties.