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Fintech marketing is the sum of marketing techniques specifically tailored for financial technology (‘fintech’) companies. These companies are using new technologies to improve, and ultimately, automate, the delivery and use of financial services to consumers.

Financial services are rather dull, matter of fact aspects of our day to day life. In other words, dealing with personal finances is something we all have to do. But let’s be clear - no one will come to you with a big smile on their face and scream: “Oh my God, I had such an amazing experience opening a new savings account today.” That said, while financial technologies are boring, it doesn’t mean your marketing style should be boring as well.

We work across Africa and Asia, and in 2019 alone, we facilitated crop and livestock insurance cover to 1.1mln farmers and have offered our products in 11 markets from Senegal, Mali, Nigeria, Ethiopia, Kenya, Rwanda, Uganda, Tanzania, Malawi, Zambia, and Mozambique. Since starting in 2015 our products have reached over 3.4mln households. Our Founders work in insurance has been recognized by several international awards including the Financial Times/IFC Award for Sustainable Finance, the Singapore Fintech Festival, Womens World Banking, Credit Suisse, and InsureTech3.0.

Although Fawry, Egypt’s top e-payment platform and leading fintech, became Africa’s latest ‘unicorn’ this year via a listing on an African bourse, it will not be the last to emerge from the country’s burgeoning tech scene, according to the International Finance Corporation (IFC). “Egypt will produce further unicorns one day, absolutely,” says Walid Labadi, the IFC’s country manager for Egypt, Libya and Yemen. “We fundamentally believe in the power of the entrepreneurial spirit and its ability to address fundamental market needs, which will eventually create significant economic value and can become a driver for creating future entrepreneurs. Advertisement

Founded in 2008 by Ashraf Sabry and Mohamed Okasha, the company listed on the country’s main bourse, the Egyptian Exchange, in August 2019 and was valued at $275m. However, at the start of October this year, its valuation surpassed more than $1bn.It is the third African start-up to reach unicorn status and the first one to do so after going public on an African stock exchange.

Fawry offers an online payment gateway for business owners to transact with customers via cash, credit cards and e-wallets. It has helped to transform the Egyptian economy by reducing the reliance on cash, lowering costs and offering a more convenient way to pay. Its good fortune is partly due to the Covid-19 pandemic that prompted many people to place a high demand on its e-payment solutions. Its revenue for the first nine months of 2020 surged to E£892m ($57m), a 45% jump on the same period last year. 

Distributed-ledger technology (DLT) enables safer, faster and cheaper transactions in an ever-increasing number of sectors. The Commission considers DLT as a breakthrough technology that is key for the EU's competitiveness.

FinTech companies such as PayPal, Visa, Square, Mastercard and others are expanding cryptocurrency (crypto) and blockchain capabilities but several factors could limit widespread acceptance in the near term, says Fitch Ratings. We expect strategic crypto investments to have a limited near-term effect on credit profiles, given modest capital deployed and the long ramp time. However, adding crypto capabilities opens up incremental revenue streams for these companies, even if the return on investment over time and compliance risks are uncertain.

JUMO offers a wide range of services to users in emerging markets via partnerships with other financial institutions

JUMO offers financial services infrastructure to third parties and has served over 15 million customers across countries, including Ghana, Kenya, Pakistan, and Tanzania, and it plans to use the fresh capital to launch new products and expand into new markets: It's set to launch in Bangladesh, India, Côte d'Ivoire, and Nigeria soon, per its website.

South African fintech JUMO scooped up $55 million in funding

This is the most coveted industry and selection of service in South Africa, where the fintech has become the most profitable business and have attracted millions of investors from around the world to become a part of the tech revolution currently changing the lives of everyday people across the continent. 

Yet another African startup is raking up millions from investors around the world during its round of financing and this time around the major investor is America’s most prestigious investment bank- Goldman and Sachs. The bank is just one of the investors willing to put its assets into the South African fintech startup Jumo that just recently closed its 55$ million round.

Asia’s fintech scene is poised to get a little larger after Jumo, a company that offers loans to the unbanked in Africa, revealed plans to expand into the continent. To get the ball rolling, Jumo has opened an office in Singapore to lead the way and landed a massive $52 million investment led by banking giant Goldman Sachs to fuel the growth.

Asia’s fintech scene is poised to get a little larger after Jumo, a company that offers loans to the unbanked in Africa, revealed plans to expand into the continent. To get the ball rolling, Jumo has opened an office in Singapore to lead the way and landed a massive $52 million investment led by banking giant Goldman Sachs to fuel the growth.

PROMOTE Find the most effective channel for your niche In consideration of some financial constraints, fintech companies must distribute their content in the channel where they’ll reach their target audience – and this may not necessarily be the most popular channel. For example, Facebook may have 2.3 billion active users but most of your customers might be a certain type of professional who mostly hang out on LinkedIn, then that may be the best channel for you. Some fintech companies find traction in Reddit, while others are big on Telegram. Find an online space where most of your customers go to seek solutions and tailor your content to reach them.

A study shows that 80% of decision makers prefer to gather information about a company via articles than make their purchase decisions based on advertisement and marketing materials. It’s clear. The most effective marketing strategy used by fintech companies is content marketing. By allocating significant efforts in creating, publishing and distributing digital content tailored to a specific market or audience, customers, as well as bottom line, are served well.

Most fintech companies get the biggest bunch of their sales from the internet. This is because the first thing people do when they need to find out more information about a finance product or service is to search for solution providers online. For this reason, every fintech company needs to have a robust online presence. When buyers start researching, their first aim is to gather information. They don’t necessarily focus on your marketing materials because there are lots of adverts on the internet, which aren’t always reliable

Investment in financial technology (“Fintech”) companies is growing dramatically. Global Fintech funding has risen to over $100 billion, fueled by large M&A deals and large rounds of financing. Investment in Fintech companies is expected to continue to grow significantly in the next few years as such companies offer outsized growth opportunities.

Fawry, Egypt’s first and largest E-payment company in the Egyptian market signed an agreement to acquire a non-controlling interest in “Waffarha” is a platform that provides various offers and discount vouchers for B2B and B2C through its website and APPs on mobile devices.Tarek Magdy, CEO of Waffarha, said: “Waffarha” was launched 6 years ago as the only platform that provides offers ranging from 50% for B2B and B2C, with more than 1 million social media followers and more than 1000 commercial series.”And he pointed out that “Waffarha” provides many services as (restaurants, cafes, travel, health and beauty, entertainment, etc.). There are 250 thousand customers who have saved nearly 50 million EGP after using “Waffarha”. All offers starting from 50% include taxes and services, and can be paid in different ways by choosing “Fawry Pay” service, which allows customers to pay cash in more than 90 thousand stores of Fawry or by banks (credit cards or direct debit). In addition to paying with “PayPal” through Fawry Pay” Magdy added: “Waffarha” aims to reach its dealings to 150 million Egyptian pounds by 2020″.

Fawry, Egypt’s first and largest E-payment company in the Egyptian market signed an agreement to acquire a non-controlling interest in “Waffarha” is a platform that provides various offers and discount vouchers for B2B and B2C through its website and APPs on mobile devices.

“Fawry” took over “Waffarha” shares | Fawry

Loosely translated to ‘Pay with M-PESA’ (mobile money service). The service has two components, Paybill and Buy goods. Pay Bill is for remote payments and the customer does not have to be present whilst paying.  The customer has an official relationship with the organization to whom they are making payment and has an “account number” that helps identify the user. The customer inputs a business number (paybill number) for the entity they are paying. Buy goods and services is mostly for retail purchase of goods and services. Both parties immediately confirm these proximity payments via text message. No relationship between the buyer and the organization or account number is required.

Loosely translated to ‘Pay with M-PESA’ (mobile money service). The service has two components, Paybill and Buy goods.

Fawry Insurance Brokerage partners with AIG Egypt Insurance Company to launch the digital insurance policy “Qershak el Abyad” through 166,500 Fawry outlets and e-wallets, allowing the insurance policy for more than 30 million Egyptian Fawry users throughout Egypt. The policy provides 75k EGP insurance coverage upon accidents of the candidate, with a monthly premium starting at 10 EGP.

The Financial Regulatory Authority agrees on delivering "Qershak el Abyad" insurance policy through e-channels - Fawry

“Fawry Insurance Brokerage, a subsidiary of Fawry, will play a genuine role in marketing and selling the insurance policies of “Qershak el Abyad” program to millions of Egyptians and payments will be available through more than 166,500 Fawry machines and through e-wallets, so that customers will receive their policies electronically on mobile phones easily, this in cooperation with AIG Egypt Insurance Company, in a step that enhances financial inclusion in Egypt according to the plans and directives of the Egyptian government.”

People across the world are economically impacted by the COVID-19 Coronavirus pandemic. Funding these loans will provide a financial safety net during an uncertain time, in addition to leading borrowers on a path to recovery.

In the framework of its concern in making it easy for citizens to pay for accessing its e-services via the Internet, in order to reach a society more dependent on electronic payments; WATCH iT! has announced signing a partnership agreement with Fawry the leading Fintech network in Egypt to offer its services through “Fawry Pay” to the public. WATCH iT! It is the first of its kind in Egypt and the newest in the Middle East and North Africa, where the number of its users reaches 1.5 million users and has a huge library the most diverse, containing more than 650 thousand entertainment hours of movies, series and programs that suit all ages.

In the framework of its concern in making it easy for citizens to pay for accessing its e-services via the Internet, in order to reach a society more dependent on electronic payments; WATCH iT! has announced signing a partnership agreement with Fawry the leading Fintech network in Egypt to offer its services through “Fawry Pay” to the public.