Fintech Marketing for Banks as Buyers

A bank that buys software from a fintech takes on a supplier risk, and the law makes it write that risk down. Under DORA every ICT service contract goes into the bank's register of information, and section 25b of the German Banking Act keeps the bank responsible for whatever it outsources (outsourcing and cloud in German banking explains both). A marketing campaign that gets a fintech onto a shortlist is the first step of a procurement that runs through IT, compliance and purchasing.

Crypto firms carry a second constraint. Article 7 of MiCA requires marketing communications for crypto-assets to be clearly identifiable as marketing, fair, clear and not misleading, and consistent with the white paper. The page on crypto marketing goes through these rules.

Both explain why fintech marketing in finance leans on education: webinars, panels, reports and talks where a buyer can test the expertise behind a product before anyone mentions a contract.

The guides on this site take one channel each and show where emerging tech in finance changes it:

• Financial services marketing: the rules and buyers of the whole sector.
• Bank marketing: selling to savings banks, cooperative banks and private banks.
• B2B event marketing: meetups, roundtables, conferences and webinars.
• Fintech lead generation: how contacts turn into conversations with banks.
• Fintech content marketing: reports, articles and webinar recordings.
• Crypto marketing: marketing under MiCA and web3 marketing for institutions.

Four format guides describe what a company gets when it runs an event with Finance Loop: the executive roundtable for a small circle of decision makers, the product launch event, customer events for existing clients, and corporate events in Frankfurt.

The offers behind them, with the net prices of the Finance Loop cart:

• Sponsor a Webinar, 2,500 euros: an online webinar for around 50 to 200 attendees. Sponsors help set its agenda, as Book a Webinar describes.
• Sponsor a Meetup, 3,000 euros: an in-person meetup for up to 120 attendees, with speakers and content set by Finance Loop in advance.
• Host an Event, from 7,000 euros: a fully branded in-person event for about 100 to 150 people, where the host decides format and speakers.
• Premium Partner, 7,800 euros per year, and Impact Partner, 28,800 euros per year.

A speaker slot comes with a sponsorship or an invitation by the program team. Sponsor an event compares the options, and the Impact Program combines events, webinars, interviews and a report for digital asset firms.

A fintech from abroad usually needs a license decision before a marketing plan. Market entry in Germany covers licenses and passporting, doing business in Germany covers how German banks buy, the DACH market adds Austria and Switzerland, and fintech growth support brings it together. For teams that have to learn AI first, AI training for employees and corporate AI training describe the duty under the EU AI Act and the workshop formats.

Fintech marketing is the marketing of financial technology products: payment services, digital banking software, crypto custody, trading platforms, AI tools for compliance and more. When the buyer is a bank or an asset manager, it is B2B marketing with long sales cycles and checks by IT, compliance and purchasing.

Mostly through people the bank already trusts: other banks, associations, consultants and the hosts of events its staff attend. Savings banks and cooperative banks buy much of their IT through their group providers, which core banking in Germany describes and bank marketing applies to sales. Webinars and small events let a fintech show its expertise to those people first.

Yes, with a sponsorship or a partnership, or by invitation of the program team. A webinar sponsor helps set the agenda, a host of a branded event chooses its own speakers, and the speakers of community meetups are set by Finance Loop in advance.

No. Partners can reach more than 4,000 members and the people in the room or on the webinar. Whether a conversation becomes a project depends on the product and the follow-up.