The content wrap-up: FinTech edition

Every month, Croud Australia’s content team will round-up notable and #iconic content from around the web, and provide insight as to why these pieces are worth sharing.

For this wrap-up, we’ve looked into the importance of customer centricity in the FinTech industry and how content can play a role in this. Read on to find out how three FinTech companies portray their values and instill trust through engaging content.

Up Bank

There is no doubt that consumer trust in the banking industry has plummeted over recent years. This means that it’s now more important than ever to clearly communicate your product offering in a simple, easy-to-understand way. Up Bank, also known as Up, is an Australian financial institution that’s done just that. 

Up is a digital bank with a mobile-first approach to banking, meaning there are no brick-and-mortar institutions, nor will you find any human interaction throughout the sign-up process. Naturally, this could create trust issues, but Up has been successful thanks to this key offering: they are a tech-led bank, not bank-led tech. 

Similar to your nan struggling with a smartphone’s basic features, a banking app can also be difficult to understand. That’s why Up has created a ‘Technology-tree‘ to communicate all their services and features.

The main pillars of the tree are the same as those in the app: Accounts, Payments, Activity & Insights, Upcoming and Talk to us. The tree delves deep into the features you are looking for, the features you didn’t know you needed, and the features that are sitting with research and development. 

Key takeaways: Consider showcasing complex service offerings by using a single-page design with strong visual cues. This can help consumers quickly understand the value in your offering and reduce the amount of time it takes to make the purchase decision. Bonus points for using common words and avoiding lengthy, text-heavy pages. 

Verve Super

We all know that producing helpful content positions your business as an expert – but to stand out in a marketplace where everyone is already doing this, we need to think beyond the simple how-to’s. Verve is a new player in the field of superannuation, and they’re the first super fund in Australia to dedicate 100% of its resources to building the wealth and financial power of women everywhere. 

Based on the fact that Australian women retire with almost half the superannuation of men , Verve offers women free financial education and training, member events, ethical investments in equality, and even fee pauses on parental leave. 

You can clearly see in Verve’s content and social strategy that they have a strong, engaged community. On their blog, they have a series called ‘Women with Verve shout out’, where they interview customers who are willing to share their financial stories. This immediately showcases the human-side of the brand, allowing readers to better identify with their services. Verve also uses Facebook to host weekly Q&As with financial coaches and entrepreneurs, and even creates exclusive members-only content, a strategy used to add more value to service offerings. 

Key takeaways: Build and grow a community by producing content that engages and interacts with your audience. Reach out to your existing pool of customers to create content that is driven by real customer experiences. It’s much easier to trust a FinTech company who positions their customers as the face of their business. 

Beem It

Asking your friend or housemate for the money that they owe you is never fun – but this app is all about making those hard-to-have conversations a little bit easier. Similar to Up, Beem It is one of the newer, tech-forward kids on the block. Whether you’re out to dinner with pals, splitting the internet bill with your housemates, or chipping in for your soccer coach’s Chrissy gift, Beem It makes every transaction quick and easy. All you have to do is note how much money you owe or are owed, which friend you’re asking or giving to, and the reason for why this transaction is being made. 

Not only does the app make transactions smoother than they used to be, but it also allows you to transfer money between your accounts if you have cards with multiple banks. You can even set up groups with other users to help you keep tabs on total and individual spendings.

Not only do we love the concept of avoiding those awkward conversations with housemates, we’re also fawning over the app’s modern brand design, a customer-centric user interface, and backing by payment household name, eftpos. For more content inspo, check out their Instagram where they use customer data (which we can’t help but think is a nod to Spotify’s annual wrapped campaigns) to show off their more playful side.

Key takeaways: Take what you know and love from an industry, and turn it on its head. Beem It found the sweet spot between an archaic industry and consumer behaviour – namely, society’s collective aversion to confrontation – and turned it into an app. We’re headed towards a world of convenience and if your brand is going to succeed, quality content can bridge the gap between the wild ideas of a founder and your customers eyes and ears.

That’s a wrap!

Hope you had a good read and can see that even the oldest industries are constantly shifting and growing to meet evolving customer expectations. Here are the key takeaways from our wrap-up:

  1. Share your brand’s thinking with your customers – there’s so much value in transparency when building loyal and trusting relationships with your customers.
  2. Build a community by producing content that engages and interacts with your audience. Each of your customers have their own stories, so you may as well engage in the conversation.
  3. Invest in a social media manager, a graphic designer and a brand manager. These are the roles that can set you apart from your competitors and help you build meaningful relationships with your customers.

If you have a piece of content you’d like to share with us, send it through and we’d love to take a look. Alternatively, if you need assistance creating aspirational content as seen in the examples above, get in touch

by Lana Hodgkinson
1 December 2020

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