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Your Content Roadmap: Perspectives in FinTech


If you work in FinTech and know economics, markets, and trading tech like the back of your hand, but haven’t got the foggiest idea of how to strategically go about sharing those ideas in the form of a written blog, clap or comment. This is for you.

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In this first chapter, we’re taking a look at how the top FinTech brands — everyone from Bettermint to Lemonade to Robinhood — create content, what they talk about, and why. We’re also analyzing how these successes are unique to FinTech compared to other industries.

Ultimately, this Content Roadmap breaks down why certain kinds of content work, and ends off with what next steps you, FinTech founder, should take.

Because it was a bit tricky to define the list of companies as FinTech overlaps with a lot of other industries, we narrowed the analysis to consumer facing brands (excluding institutional banks), that provide solutions in banking, investing, budgeting, etc.

In sum, here’s what we learned:

  • Tips and Tricks perform the best for consumer facing personal finance brands

  • News content is the best way to improve backlinks.

  • The top linkers to news content are other thought-driven articles citing the news as evidence of a point.

To recap from the series’ introductory piece, the following graph displays the average shares (orange bars) and backlinks (gray line) to content produced by the top brands in this industry. For more insight into how we gathered this data, read our methodology here.

With that, let’s begin.

Companies included in analysis:  TransferWise, Betterment, Remitly, Stash Invest, Robinhood, Acorns, Stripe, Plaid, Credit Karma, Mint, Intuit, Tradeshift, Square, Flywire, Earnin, Marqeta, Even Financial, BLND, Habito, Dataminr, Axoni, Toro, Binance, Toss, Toast, Paystock, Veem, Upserve, Handle, Klarna, and Folio.

Companies included in analysis: TransferWise, Betterment, Remitly, Stash Invest, Robinhood, Acorns, Stripe, Plaid, Credit Karma, Mint, Intuit, Tradeshift, Square, Flywire, Earnin, Marqeta, Even Financial, BLND, Habito, Dataminr, Axoni, Toro, Binance, Toss, Toast, Paystock, Veem, Upserve, Handle, Klarna, and Folio.


Let’s start with my favorite part about this graph, the outlandish heights for personal finance shares and company update links, respectively.

Explaining the High Shares Performance for “Personal Finance Tips” Category

In reaching over over 11K in average shares, this category is not only higher than other FinTech categories but are higher than almost every category (except one) in other consumer-facing industries in general, which peak at around 7K shares (those analyses are yet to come! We’ll publish them in depth next month).

This means that if you’re consumer facing FinTech company, share simple, actionable tips. This is one of the highest performing types of content ever.

This outrageously high performance means one of two things: either tips-related posts are higher quality among FinTech brands than tips-related posts in other industries, or personal tips resonate uniquely well for financial brands.

I’d say the latter, and here’s my hypothesis on why that is: Perhaps financial advice is a lot more urgently needed than something like a makeup tutorial or workout or surveillance security guide. As the old saying goes, There are only two things in life you can be absolutely sure of: death and taxes. In that vein, people aren’t keen on highly experimenting with finances like they are with food or workouts, for example. They rely on tips from finance blogs perhaps more than anything else, resulting in the higher performance we see of tips in this industry compared to all other content out there.

That’s my best guess. I’d really love to hear reader thoughts on why else this might be!

But we’re not done. What’s even more interesting is how low the links are in this category. It’s as though financial tips are shareable, but not very reference-worthy by other sites; like these pieces are a good read for consumers, but no one else with a website (a business, say) is too bothered to link to them. With headlines like “How to Plan for a Frugal February,” I think that makes sense.

Now, let’s talk about the outlandish links to company updates.

Like in other industries, this company news gets a lot of links (see Crypto and soon Cybersecurity). This is generally a common pattern across not just finance but other tech spaces, where company and industry updates are a big deal just because the industries themselves are so damn new. In this analysis, the top content prdoucers are also new, disruptive players, who became famous because of their ability to rapidly iterate product. So when they do, people link to it and write their thoughts on the news.

Most often, this content is linked either in editorial publications like Tech Crunch or Forbes, or used as a reference in thought pieces.

Other Categories

Interestingly, the next top performing category after company updates in terms of links is product promotion. I wouldn’t have expected consumers to share explicit product info, but hey. I suppose it goes along with the same logic as why people link to company updates.

“Deep Investing” is curiously low. This category consists of content that is also financial advice, only significantly more in depth. Too dense for a quick read I suppose, and therefore low performance.

What does this mean for you?

  1. If you’re a B2B company and trying to ramp up SEO more than social, share company news. It gets linked to a lot.

  2. If you’re running a consumer facing FinTech brand, it’s all about tips! Create list-based “tips and tricks” content for your customers that has to do with your niche in particular, not something general like “How to Budget Your Money”.

  3. Thought leadership is less “snackable” (my least favorite word, but it’s true in this case), so it can’t hurt to incorporate consumer-useful tips related to the problem you’re solving into your content strategy, even if it isn’t your entire blog. I think this makes sense at the end of the day, because brands are meant to help and be there for customers, and tips on financial life is the most direct manifestation of that.

  4. Limit coverage of product promotions themselves or explanations. Try to compound product promotion and company updates pieces into one piece, hitting the likelihood for lots of shares and linking.

If there are other insights you identify or hypotheses on why these trends might exist, please comment or email me!

Disclaimer: all analyses in this series are our own hypotheses on why we think trends in the data exist as they do. I’ve consulted colleagues in FinTech on their opinions, and combined it with my own insight to generate our conclusions. Take them for that, and I’d love to hear from other FinTech-involved readers on how you’ve interpreted these data trends.

Definitions of Perspectives:

Personal Finance Tips: This category consists of tips on how to handle personal money, covering everything from funds, savings, and surface level investment advice.

Prototypical Headline: After Burst of Holiday Spending, a Plan for a ‘Frugal February’

Deep Investing: These articles offer investing strategies at a more advanced level, including ruminative thought pieces on market or industry trends that may warrant investment or divestment.

Prototypical Headline: The Developer Coefficient

Product Promotion: Article covering new product features.

Prototypical Headline: Introducing Global Stocks on Robinhood

Company Update: News coming out of the company, like a new partnership, new executive, or financing round announcement. This is pretty standard across every industry. This excludes news about products themselves.

Prototypical Headline: Robinhood Raises $363 Million to Expand Product Lineup

Industry Coverage: These pieces cover news and insights on markets, FinTech trends, and other company updates. This is the most similar to a general editorial line, with news and opinion pieces similar to what you’d find in Tech Crunch or WSJ.

Prototypical Headline: How Much Impact Does President Trump Really Have on the Stock Market?

Profile: This includes interviews from specific leaders in Finance, including everything from CEOs to billionaires to expert savers.

Prototypical Headline: The Things John Bogle Taught Us: Humility, Ethics and Simplicity

Business Tips: This category includes advice for company leaders in managing finances, technology solutions, and other general business challenges. Unlike most content in this space, this is not consumer facing.

Prototypical Headline: Building an Inclusive Code Review Culture

Thanks for reading!

I hope this was helpful in planning your content strategy. If you have any other thoughts from our insight, please share them in the comments. And, as always, if there’s anything I’m missing then please reach out to, I’d love to hear from you.

Pro tip: If there’s a company whose content you believe makes them a trailblazer in the industry that we haven’t included in our analysis, please shoot me an email!

Stay Tuned!

Coming up Next: Your Content Roadmap, Chapter 2: Cryptocurrency and Blockchain

Ayelet AbitbulComment