The fintech PR and marketing agency that builds brand and drives demand
Financial technology runs on earned trust. Whether you’re competing in enterprise payments, challenging legacy banking infrastructure, or scaling a financial analytics platform, buyers are risk-averse.
Credibility is key.
We’ve worked with fintech brands across the full brand lifecycle, from early category creation to enterprise-scale demand programs. We know what it takes to earn placements in the publications B2B fintech buyers actually read, from traditional trades to new Substacks. We know the multi-stakeholder sale and the compliance layer underneath it.
And we know how AI-powered search is reshaping the credibility equation for CFOs. The typical B2B CFO may listen to the Real Vision podcast on their way to work before looking up interest rate swaps on ChatGPT — finding answers from sources like Gartner, The Economist, or The Wall Street Journal. We know your buyer.
With our Brand-to-Demand approach, the story you build through earned media, research, and thought leadership doesn’t sit in one silo while demand programs run in another. We align them.
The payments category is crowded, and most brands compete at the feature level — speed, reliability, interchange rates. PAN helps payments brands get above that conversation. Our integrated approach means earned media and demand programs run from the same strategic playbook, so a media win in American Banker reinforces the LinkedIn campaign landing in your buyer’s feed the same week.
FP&A technology buyers are CFOs and finance leaders who have seen every overpromised implementation. They’re slow to trust, peer-driven in how they evaluate, and reading CFO and Finance Dive before they’re reading your website. PAN helps FP&A brands build credibility with that audience specifically. So, when a seven-figure software decision goes to a committee, your brand is already in the room.
Enterprise fintech deals rarely start with a paid ad. They start with a report someone circulated, a byline someone read, or an executive who’s shown up consistently in the right places. PAN builds the credibility infrastructure that positions your brand as the recognized choice before the RFP goes out.
The buyers in wealth tech are among the most skeptical in B2B. They’ve seen every pitch. What moves them is a consistent body of work over time. PAN helps wealth management technology brands build that body of work through sustained earned media programs, executive positioning, and research-led campaigns that get cited in conversations (rather than deleted from inboxes).
Clients
FINTECH SPOTLIGHT
Nuvei: How earned media became the lever for AI visibility
Nuvei powers payments for thousands of global merchants, but in a market dominated by Stripe and Adyen, the company only had a 5% share of voice. As AI systems took on a larger role in buyer discovery, that visibility gap extended beyond what traditional PR metrics could capture. Over 90 days, Nuvei and PAN launched an earned media program to close it.
“I want to call out the depth and breadth of industry news coverage and give a big kudos to our PR agency, PAN. The Investment News piece along with several of the others stems from a new approach they developed and collaborated on to execute.”
SVP of Product and Corporate Marketing at Seismic
Success stories, insights, and resources: Fintech
Dive into our client success stories, insight reports, and topical blog posts to see how we think, work and create.
Frequently Asked Questions from Finance Pros
PAN has worked with fintech brands across the full brand lifecycle, from early category creation to enterprise-scale demand programs, and understands the compliance layer and multi-stakeholder sales process that define the space.
PAN offers extensive experience across areas such as payments infrastructure, FP&A technology, B2B and enterprise finance, and wealth management technology.
PAN uses a Brand-to-Demand approach that aligns earned media, thought leadership, and demand programs under one strategic playbook, so credibility built through press coverage directly reinforces demand generation efforts.
Enterprise fintech deals often begin with a report someone circulated or a byline someone read, not a paid ad, so a consistent earned media presence positions a brand as the recognized choice before an RFP is ever issued.
PAN recognizes that B2B buyers increasingly discover information through AI systems, and we build earned media programs designed to improve a brand’s visibility in those environments (as demonstrated by our work with Nuvei).
Every brand has its own objectives and needs. But one thing that remains consistent is our approach: PAN pursues placements in the outlets fintech buyers actually read, including American Banker, CFO, Finance Dive, The Wall Street Journal, and The Economist, as well as emerging channels like relevant Substacks.
PAN focuses on risk-averse B2B buyers such as CFOs and finance leaders who rely on peer recommendations and trusted publications before engaging with a vendor’s own website or sales team.
