Most fintech founders start here: “Here’s what we built. Here’s what it does. Here’s why it’s better.”
That sounds logical. But it’s the wrong starting point.
The brands that break through? They lead with a bigger story.
They talk about why they built it. What they believe. What they’re fighting to change.
Because here’s the truth: Most people aren’t buying your product. They’re buying what it means.
Problem: You’re Only Telling Half the Story
Let’s say you’ve created a tool that automates credit approvals for small businesses.
You might explain the features: faster decisions, better underwriting, AI-powered insights.
But to a customer, that sounds like any other tool on the market.
To a journalist, it’s just another tech update.
To an investor, it’s noise.
Now imagine if you said this instead:
“We’re here to close the financial inclusion gap for Main Street businesses. For too long, small business owners have been overlooked. We’re building tools that give them a fair shot.”
That’s a story. That’s a mission. And it makes people care.
Action: Find Your Why (And Lead With It)
Here’s the fix. Stop starting with your product. Start with your purpose.
Ask yourself:
- Why did we really start this company?
- What problem made us angry enough to build a solution?
- Who are we helping — and what happens if we fail them?
Your answers form the heart of your brand story.
This is what journalists quote. What customers share. What investors fund.
Three Tips to Sharpen Your “Why”
- Be specific. “We want to democratize finance” is vague. “We want to help hourly workers avoid overdraft fees” is clear.
- Tell a real story. Maybe it’s the founder’s background. A broken system. A moment of frustration. Use emotion. Use details.
- Say it everywhere. Your website. Your pitch deck. Your press releases. Your social bios. Make your mission unavoidable.
Why It Works
People are emotional. They want to root for something. They want to feel connected.
A strong “why” gives them that.
It also makes everything easier:
- PR teams know how to position you.
- Journalists know what makes you unique.
- Customers trust you.
- Investors see long-term vision.
You stop sounding like a product. You start sounding like a movement.
Here’s the Bottom Line
Your fintech is more than a tool.
It’s a statement about what the future should look like.
Don’t let that get buried under features and specs.
Lead with your mission. Speak from your “why.” The right people will listen — and follow.
