Our first fintech campaign got rejected 47 times. Not because the ads were bad—because compliance requirements we didn't know existed. Marketing a banking app isn't like marketing a game. One misleading claim can trigger regulatory action. But once you understand the rules, fintech UA can be incredibly rewarding.
The Fintech Marketing Challenge
Fintech faces unique UA obstacles:
- Heavy regulation: FDIC, SEC, state licensing requirements
- Trust barriers: Users cautious with money apps
- Long conversion funnel: Install → KYC → fund → active
- High CPI: Competition from well-funded players
- Ad platform restrictions: Special categories, limited targeting
Compliance is Non-Negotiable
Every ad claim needs documentation. "Earn 5% APY" requires asterisks, disclaimers, and legal sign-off. Build compliance review into your creative process from day one.
Funnel Optimization for Fintech
Install is just the beginning. Optimize for funded accounts:
Key Conversion Points
- Install → Open: Should be 90%+
- Open → Start KYC: 50-70% target
- Start → Complete KYC: 60-80% target
- Complete → Fund: 30-50% target
Optimize for Funded, Not Installs
Campaign A: $20 CPI, 5% fund rate = $400 cost per funded account. Campaign B: $40 CPI, 20% fund rate = $200 cost per funded account. Always optimize downstream.
Trust-Building Creative Strategies
Fintech creative must establish trust immediately:
- Security messaging: FDIC insured, bank-level encryption
- Social proof: User counts, ratings, reviews
- Familiar faces: Influencer partnerships (with compliance!)
- Transparency: Clear fee disclosures, no hidden catches
- Education: Explain the product, don't just sell
Channel Strategy for Fintech
Paid Social
Meta and TikTok work but require special ad category designation. Targeting limited, but creative can compensate.
Google/Apple Search
High-intent keywords expensive but effective. Brand defense critical—competitors bid on your name.
Influencer Marketing
Finance influencers drive trust. Ensure FTC compliance—clear disclosures required for financial products.
Content Marketing
Financial education content builds organic authority. Long-term investment but sustainable acquisition.
Referral Programs in Fintech
Cash incentives work exceptionally well:
- Give $X, get $X for funded referrals
- Tier rewards for multiple referrals
- Time-limited bonus campaigns
- Track fraud carefully—financial incentives attract abuse
Measuring Fintech LTV
True LTV unfolds over years:
- Account funding (immediate)
- Transaction fees (ongoing)
- Product cross-sell (loans, cards, investing)
- Referrals from satisfied users
Track the Full Fintech Journey
ClicksFlyer's attribution connects install to funded account, helping fintech apps optimize for real business outcomes, not vanity metrics.