I keep seeing the same pattern over and over with our fintech clients: they're investing millions in product development, but their LinkedIn presence looks like a ghost town. Traditional banks have caught up with digital features, but most fintechs are still missing massive engagement opportunities on what's become the most critical B2B platform.

After analyzing hundreds of fintech companies LinkedIn strategies, I've identified a clear content gap that's leaving serious money and influence on the table. Today we’re diving into how to fix it.

Welcome to Catalyst—your bi-weekly insights on emerging fintech and Web3 trends, a behind-the-scenes look at some of the top players in the space, and actionable strategies you can implement today. No fluff. No basic takes. Just clear insights on what's actually happening in fintech. 💻

Forwarded this email? Get Catalyst in your inbox each week.

Will’s Picks

A few things I’ve loved reading this week—

• The 5-Word Question That Books More Meetings Than Any Outreach Sequence

• I’ve written 10,000 LinkedIn posts. Here’s what I learned.

• The Complete Guide to LinkedIn Optimizations for Cold Outreach

• You should be playing with GPTs at work

• Uncapped Notes - pitching your solution

The Fintech LinkedIn Opportunity No One's Talking About

Most fintech marketing teams approach LinkedIn all wrong.

LinkedIn generates 80% of B2B social media leads, but they still treat it like a press release distribution channel rather than the powerful lead generation platform it actually is. After analyzing engagement metrics across the financial technology sector, the content gap is startling.

No one is capitalizing on the power of long-form content in the fintech sector. Only about 15% of fintech blogs have articles longer than 2,000 words, creating a significant opportunity for companies willing to invest in comprehensive educational content that attracts qualified traffic. The lack of in-depth material leaves potential customers seeking education elsewhere.

This knowledge gap is particularly relevant because technical buyers don't make quick decisions. According to HubSpot, technical decision-makers consume an average of 13 content pieces before making a purchase decision. By not providing this content, fintech companies are essentially removing themselves from consideration during the crucial research phase.

Trust Deficit: The Missing Element in Fintech Communication

Trust is the currency of financial services, but most fintech companies fail to leverage their most powerful trust-building asset: customer success stories.

The Content Marketing Institute found that 88% of B2B marketers report case studies as the most effective content format for converting technical buyers, but I still see them once in a blue moon on LinkedIn. The best way to demonstrate the reliability and impact of a fintech solution is showing how it transformed another company's financial operations.

The trust gap extends to executive visibility as well. Research indicates that 89% of decision-makers say thought leadership enhances their perception of companies, and 49% say it directly influences purchasing decisions. Scanning through LinkedIn reveals too few fintech executives maintaining an active presence or sharing valuable insights.

Beyond Features: What Actually Drives Fintech Engagement

The most successful fintech companies on LinkedIn are building comprehensive content ecosystems that establish authority and drive engagement on top of their product launches and features announcements.

Educational content consistently outperforms promotional content. Companies that focus on explaining industry trends, simplifying complex concepts, and providing genuine value generate significantly more engagement than those constantly promoting features. This educational approach positions a company as a trusted advisor rather than just another vendor.

Content diversity also matters tremendously. While text posts have their place, companies incorporating video testimonials, infographics explaining concepts, and interactive elements see much higher overall engagement. Video content on LinkedIn receives substantially more engagement than text-only posts, but remains underutilized in the fintech sector.

The most effective content bridges the gap between technical complexity and business value. It makes sophisticated financial technology understandable to decision-makers who may not have deep technical knowledge but need to understand the business impact of implementation choices.

The Problem-Driven Approach to Fintech Content

One consistent pattern among underperforming fintech LinkedIn accounts is an obsession with features rather than customer problems. Hearing about your platform capabilities doesn’t help me if I’m not…on your platform yet.

This feature-first approach misaligns with how buyers actually make decisions. Financial technology buyers don't wake up wanting a "blockchain-enabled payment optimization system"—they wake up worried about payment reconciliation errors, cross-border transaction costs, or compliance risks.

Content consistency also plays a crucial role in building an audience. Companies posting regularly see substantially higher engagement than those posting sporadically, yet most fintech companies post less than once weekly. This intermittent approach prevents building audience expectations and trust.

Perhaps the most underutilized opportunity lies with executive thought leadership. While nearly three-quarters of C-suite executives use LinkedIn to inform business decisions, only about a third of fintech CEOs maintain active profiles. Companies whose executives regularly publish thoughtful content generate significantly higher site traffic from LinkedIn.

Building Your Fintech Authority Framework

Now for some actual steps to take—the steps are simple:

1. Develop a deep understanding of your audience's actual challenges. This means going beyond demographic data to understand the day-to-day problems your prospects face. Use customer interviews, sales team insights, and industry research to build comprehensive audience personas.

2. Build content that speaks directly to these challenges while demonstrating your expertise. The most effective content mix balances problem identification, educational insights, solution frameworks, and validation through customer success stories.

3. Create a distribution strategy that leverages both company and executive voices. Your company page provides institutional credibility, while executive thought leadership humanizes your brand and builds personal connections. These channels should work in harmony, not isolation.

4. Implement thoughtful conversion paths. Content without conversion opportunities wastes potential. Develop appropriate next steps for different audience segments—whether that's accessing more in-depth resources, requesting personalized analysis, or speaking with an expert.