Your fintech content has never been better – and nobody cares

Every fintech company writes good copy now.

The homepage is clean. The CTAs are smart. The case studies are crisp. Even the social posts have structure.

And still – nobody cares.

Because “good copy” is no longer a differentiator. It’s a default setting. It’s the floor, not the ceiling.

And most of it is so anodyne it’s functionally invisible.

Clarity isn’t rare anymore – it’s automated

We’ve trained every tool, team, and junior marketer in the art of clean, competent copy. You can paste your value prop into ChatGPT and it’ll spit out three acceptable variations with the right rhythm, the right tone, and the right structure.

No typos. No jargon. Perfect cadence.

And completely forgettable.

The problem isn’t that your copy’s broken. It’s that it feels like it could have come from anyone. Or more accurately – everyone.

Payments in particular has a trust problem

Let’s be blunt: fintech copy has always leaned on abstraction.

Security, infrastructure, seamless experiences. Optimised onboarding. Intelligent fraud detection. Smart routing. Scalable solutions.

It’s a bingo card of polished nothing.

But here’s the thing – your buyers have heard all of it. They’ve bought some of it. And more often than not, they’ve been burned.

Which means their filter is now brutally sharp.

If it sounds too smooth, they assume you’re hiding something.

The ghost of marketing past

You can feel the spirit of the old playbook still floating around most fintech content:

• “Establish credibility”
• “Speak to benefits, not features”
• “Avoid friction”
• “Mirror the buyer’s language”
• “Sound like Stripe”

That last one’s the most honest. Half the market is still trying to sound like Stripe from 2018. The other half has already trained their AI model to do it for them.

But Stripe wasn’t successful because of the copy. The copy worked because they’d earned the right to sound that way. They had the battle scars. They were devs building for devs. It wasn’t a brand voice – it was the sound of people building what they needed.

You can’t fake that with ChatGPT and a figma doc full of gradients.

Content velocity is killing trust

The real problem isn’t that copywriting has been devalued.

It’s that too many companies are still producing “content” on a treadmill, pretending it has value, while their audience quietly walks away.

Nobody is subscribing to “How to Choose a Payment Provider” for the twelfth time.

Nobody is downloading a white paper called “The Future of Fraud Prevention” unless you’ve got real data and a point of view.

And nobody – and I mean nobody – is convinced by a founder quote that’s clearly been laundered through six marketing hands and a PR intern.

Copy is only useful if it carries something real

You want to stand out?

Stop optimising your copy and start saying something.

Tell me how you lost a client because you couldn’t roll out Apple Pay fast enough. Tell me how you dropped conversion by 12% because you over-automated your onboarding. Tell me how you patched something at 3am and it worked, barely, and now you’ve rebuilt it properly.

That’s story.

That’s experience.

That’s signal.

And AI can’t fake that. At least not yet.

Buyers don’t need more words – they need more trust

Here’s what’s changed: your buyer is more suspicious than ever.

They’ve been overpromised. They’ve seen rewrites dressed as innovation. They’ve been locked into integrations that were more duct tape than roadmap.

So now, they approach every pitch, every post, every piece of collateral with one question in mind:

Would you stake your reputation on this?

If your answer is no – why the hell are you publishing it?

So what now?

Simple: Write less. Say more.

Don’t start with “What are we trying to promote?” Start with “What are we willing to say that might cost us something?”

• If your fraud system broke last year and you fixed it, write about that.
• If you rebuilt your merchant reporting tools after a customer left, talk about it.
• If a chargeback rule change caught you off guard – own it. Explain it. Help someone avoid it.

That’s content.

That’s copy that earns attention.

Because here’s the truth nobody says out loud: perfect copy is cheap now. Credibility isn’t.

Final note

Copywriting isn’t dead. It’s just weightless.

AI’s made it frictionless. Templates have made it homogenous. Internal sign-off culture has made it toothless.

But the solution isn’t to throw your hands up and start “storytelling”.

The solution is to make your words carry experience again.

That’s what buyers remember.

That’s what trust sounds like.

That’s how you cut through a feed full of polished air.

So no – copy’s not dead. But the version you’re using? Nobody hears it. Nobody shares it. Nobody believes it.

Do better. Or shut up.