How do I work with B2B fintech influencers?: By Daniel Lowther

Influencers – or should I say “finfluencers” – have become a serious force in fintech. Success stories like Klarna and Snoop show that authentic influencer partnerships can build real consumer trust.

While B2C has led the charge to date, momentum is building fast in B2B. 75% of B2B finance brands are already using influencer marketing and 93% of CMOs plan to increase that investment.

In fintech, influencer marketing looks very different from lifestyle-heavy B2C campaigns. For B2B fintech companies, working with the right influencers means tapping into respected voices who can simplify complexity, reach professional audiences, and spark
meaningful conversations.

Sounds simple? Well it’s not.

We’ve seen Lanistar’s cautionary tale of overhyped promotion.

The FCA has regulated in the area and the FCA initiated three arrests, authorised criminal proceedings against three individuals and issued 50 warning alerts.

The message to finfluencers and those that enable them is clear.

Given the risk but also the reward, let’s explore how best to work with fintech influencers.

1. Understand what makes a “fintech influencer”

In B2B fintech, influencers aren’t typically celebrities or social media personalities. They’re:

– Industry analysts who interpret trends.

– Thought leaders writing articles, hosting podcasts, or speaking at conferences.

– Subject matter experts (SMEs) with niche knowledge in areas like compliance, payments, blockchain or digital banking.

– Practitioners such as CFOs, CTOs or product leaders who share best practices and case studies.

The goal is to find influencers whose voices carry weight in boardrooms, LinkedIn feeds, and industry forums, not just on Instagram.

2. Identify the right people

Start by mapping out your niche and your audience. Are you targeting enterprise banks, mid-market lenders, or startups in payments? Then look for influencers who:

– Speak to those audiences consistently.

– Have strong engagement on LinkedIn, X or fintech communities.

– Publish content in trusted outlets like Finextra, The Financial Brand, or industry-specific newsletters.

– Already influence the decision-makers you want to reach.

Tools like LinkedIn search or even a manual review of conference speaker lists can help you build your shortlist.

3. Build relationships before campaigns

Cold pitching rarely works in B2B fintech – the way you build a relationship depends on the type of influencer.

Influencers work in different ways. Sam Boboev does deep dive explainers for Fintech Wrapped, Marcel Van Oost delivers breaking news for Connecting the dots in FinTech, and Simon Taylor has the Tokenized podcast.

There is a lot of cross over of course, most have newsletters and Substacks but it’s important to understand the differences, areas of expertise and follower base.

Regardless a few principles always hold true:

– Follow, like, and comment: Start by genuinely engaging with their content.

– Engage with intent: Through consistent interaction, learn how they operate and what kind of partnerships resonate.

– Create mutual value: Identify opportunities that benefit both sides. For example, inviting them to a webinar on a topic they’re building authority in or featuring them to support a report as part of a commercial partnership.

– Building trust and adding value first shows you’re not just trying to buy influence but to create meaningful, long-term partnerships – which will often include paid work –  based on respect and shared goals.

4. Design collaborations that add value

Fintech is highly regulated, so gimmicky campaigns won’t cut it. Instead, focus on content that:

– Educates: Whitepapers, webinars or explainer videos featuring the influencer.

– Validates: Testimonials, co-authored articles, or case studies where the influencer lends credibility.

– Engages: Panel discussions, live LinkedIn sessions, or podcast interviews.

The sweet spot is when the collaboration elevates the influencer’s personal brand and your company’s credibility at the same time.

5. Respect compliance and transparency

Influencer partnerships in fintech must navigate stricter rules than consumer marketing. Keep in mind that you will need to:

– Disclose partnerships clearly.

– Ensure all shared content complies with financial regulations (e.g., avoid unverified claims about performance or guarantees).

– Work with legal/compliance teams early to approve messaging.

Final thoughts

Working with B2B influencers in fintech isn’t about paying for promotion, it’s about building credible partnerships that deliver mutual value to both sides – including commercial value (!) – and spark meaningful industry conversations.

By carefully selecting the right voices, nurturing relationships and collaborating on content, fintech brands can amplify trust, reach decision-makers and differentiate.

This isn’t easy but it’s valuable – less is more!