Securing valuable coverage for your B2B finance or fintech company requires more than just having a good story—it demands a compelling media pitch that cuts through the noise. At Fifth Avenue Brands, we’ve helped countless financial technology and B2B finance companies capture journalists’ attention and secure impactful media placements. Here’s our comprehensive guide to crafting media pitches that get results.
Why Media Pitches Matter in Finance and Fintech
For B2B companies in the financial sector, media coverage isn’t just about visibility—it’s about establishing credibility, thought leadership, and trust, all of which are paramount in this industry. A well-crafted pitch can be the difference between your innovative payment solution being featured in Forbes or your revolutionary fintech platform being highlighted in TechCrunch.
The Anatomy of an Effective Media Pitch
1. Subject Line: Your First Impression
Your subject line serves as the gateway to your pitch. Journalists receive hundreds of emails every day, making this element crucial for standing out. For finance and fintech companies, effective subject lines often include:
- Industry-specific metrics or statistics
- Timely financial trends
- Solutions to common industry pain points
- Unique insights backed by proprietary data
Example: “New Study: X% of Financial Institutions Unprepared for Upcoming Regulatory Changes”
2. Personalized Greeting: Building Connection
Always address journalists by name and demonstrate familiarity with their work. This shows respect for their time and expertise.
Example: “Hi Sarah, I enjoyed your recent article on embedded finance solutions for SMEs and thought you might be interested in a related development…”
3. The Hook: Capturing Interest Immediately
Your hook should present the most newsworthy aspect of your story in 2-4 concise sentences. For finance and fintech pitches, effective hooks often center around:
- Market disruption
- Innovative solutions to financial challenges
- Significant funding announcements
- Unique industry partnerships
- Data-driven insights on market trends
Example: “As traditional banks struggle with legacy infrastructure costs, [Your Company] has developed an API-first banking platform that reduces implementation costs by 62% while doubling transaction processing speeds. Our solution has already been adopted by three of the top ten community banks in the Northeast, signaling a significant shift in how regional financial institutions approach technology integration.”
4. The Body: Providing Context
After your hook, include a brief paragraph that offers additional context about why your story matters now. For fintech and finance companies, this often means connecting your news to:
- Current market conditions
- Regulatory developments
- Consumer financial behavior trends
- Economic indicators
- Industry pain points
Keep this section focused and concise—no more than 3-4 sentences.
5. Credibility Statement: Establishing Authority
Financial journalists are particularly attentive to credibility factors. Include 2-3 sentences that establish your company’s expertise or authority in the space:
Example: “[Your Company] was recently recognized by Gartner as a leader in wealth management technology for the third consecutive year. Our platform currently processes over $3.2 billion in transactions monthly for more than 120 financial institutions across North America.”
6. Clear Call to Action: Guiding Next Steps
End with a direct invitation that makes it easy for journalists to take the next step:
Example: “Would you be interested in speaking with our Chief Product Officer about how these advancements are reshaping wealth management technology? I can also provide exclusive access to our latest industry report ahead of its public release next week.”
7. Professional Signature: Making Follow-up Easy
Include your complete contact information, making it simple for journalists to reach you through their preferred channel.
Here are some templates you can try.
Best Practices for Finance and Fintech Media Pitches
Research Before Pitching
Before crafting your pitch, thoroughly research journalists who cover your specific niche within finance or fintech. A payments innovation pitch sent to a journalist who exclusively covers wealth management shows a lack of research and respect for their beat.
Timing Is Everything
The financial news cycle moves quickly. Pitches related to market events, regulatory changes, or economic indicators should be timely. For evergreen stories, be aware of financial reporting seasons when journalists are likely overwhelmed with earnings coverage.
Data-Driven Narratives
Financial journalists appreciate pitches backed by meaningful data. Whether it’s proprietary research, customer usage statistics, or market analysis, quantitative elements strengthen your story and increase its news value.
Demonstrate Industry Expertise
Position your company as a knowledgeable resource by including insightful commentary on industry trends or challenges. This approach helps build long-term relationships with journalists who may turn to you for expert opinions in the future.
Follow Up Strategically
If you don’t receive a response, a single, thoughtful follow-up is appropriate after 2-3 business days. Reference your original pitch and add a new element if possible—perhaps a relevant market development that makes your story even more timely.
Common Pitching Mistakes to Avoid
Overuse of Industry Jargon
While demonstrating domain expertise is essential, overloading your pitch with technical fintech terminology can obscure your message. Strike a balance between showing knowledge and maintaining clarity.
Missing the “So What?” Factor
Always clearly articulate why readers would care about your news. A new blockchain solution or payment processing feature is only interesting if you explain the tangible benefits or problems it solves.
Lengthy Pitches
Financial journalists value concision. Your entire pitch should be readable within 45 seconds, with the most essential elements visible without needing to scroll.
Generic Mass Emails
Avoid sending the same pitch to multiple journalists, especially those at competing publications. Customize each outreach based on the journalist’s previous coverage and audience.
Creating Pitches That Work Across Different Formats
Long-Form Features
When pitching for in-depth coverage, provide more comprehensive background information and offer access to multiple stakeholders for interviews.
Quick News Hits
For breaking news coverage, frontload your pitch with the most critical information and explain why immediate coverage matters.
Broadcast Media
When targeting TV or podcast appearances, highlight the visual elements or key discussion points that will engage your audience and provide suggested talking points.
Measuring Pitch Effectiveness
Track your pitching success by monitoring:
- Response rates from journalists
- Conversion from pitches to published stories
- Quality and accuracy of the resulting coverage
- Audience engagement with published stories
- Impact on website traffic, lead generation, or other business metrics
Conclusion
The perfect media pitch combines art and science, blending compelling storytelling with strategic targeting and timing. For B2B finance and fintech companies, compelling media pitches can elevate brand visibility, establish thought leadership, and create market differentiation in a highly competitive landscape.
At Fifth Avenue Brands, we specialize in crafting media strategies and pitches tailored to the unique needs of finance and fintech companies. By understanding both the media landscape and the specific challenges of your industry, we help translate complex financial innovations into stories that resonate with journalists and their audiences.
