The WealthTech space is growing fast, but so is the noise. From digital investment platforms to portfolio management tools and embedded solutions, standing out in a crowded, fast-moving market is no easy task.
The challenge? Your audience might be tech-savvy, but they’re also financially cautious. Whether you’re targeting consumers, financial advisers, or institutional partners, your marketing needs to build trust while keeping pace with rapid innovation.
In this article, we explore how WealthTech firms can position their platforms, attract users, and scale with confidence.
1. Start with Positioning That Reflects Product and Vision
For most WealthTech firms, marketing doesn’t start with visibility — it starts with clarity.
Your positioning should:
- Clearly articulate what your platform does (and doesn’t do)
- Highlight who it’s built for (e.g. HNW investors, B2B advisers, direct-to-consumer)
- Reflect your broader mission (e.g. democratising access, empowering advisers)
A well-positioned WealthTech brand is consistent across its UX, marketing, and partnerships. It doesn’t try to be all things to all people.
Clarity of proposition builds both internal alignment and external confidence.
2. Build a Website That Supports User Conversion and B2B Validation
Your website is your single most important marketing asset.
For direct-to-consumer platforms, your site must:
- Support quick onboarding and demo-to-signup conversion
- Offer clear risk warnings and regulatory confidence
- Integrate tools (e.g. portfolio simulators, fee calculators) to support engagement
For B2B platforms, your site should:
- Outline partnership models and onboarding processes
- Position your tech and team as credible, stable, and compliant
- Include due diligence resources and FAQs for advisers or enterprise clients
In both cases, your site must be mobile-first, lightning fast, and intuitive to navigate.
3. Use Content to Educate and Inspire Confidence
Even if your product is simple, your users’ questions rarely are.
WealthTech content should:
- Explain concepts like digital custody, risk profiling, rebalancing, or ESG screening
- Compare features or approaches (e.g. active vs passive, model portfolios vs DFM)
- Position your brand as an educator, not just a tech provider
Consider a mix of:
- Explainer videos
- Blog posts with embedded data
- Help centre articles or chat-enabled support
Content is also crucial for SEO, especially around long-tail questions your users are Googling.
4. Optimise for Trust Throughout the Journey
Trust is the real barrier to adoption.
WealthTechs should prioritise:
- Security and regulatory transparency (FCA authorisation, FSCS protection, data protocols)
- Reviews and testimonials from real users
- Third-party validation (e.g. awards, certifications, media coverage)
Where possible, include:
- Adviser endorsements (for B2B models)
- “Why we exist” storytelling (for mission-led platforms)
- Clear user journeys from education to action
Remember: even the slickest interface won’t convert a user who isn’t sure if they trust you.
5. Use SEO and Paid Search to Capture High-Intent Demand
SEO is key for long-term growth, while paid search supports acquisition at scale.
For D2C firms, focus on:
- Intent-based keywords like “best investment app UK”, “tax-efficient investing”, “SIPP platform for beginners”
- Rich snippets and FAQs
- Location-based terms (if relevant)
For B2B platforms:
- Use long-form pages targeting advisers (e.g. “tools for discretionary portfolio management”)
- Create landing pages for different user segments
- Run lead-gen campaigns offering gated resources (e.g. due diligence checklists)
Strong SEO and PPC campaigns not only attract users, they signal market maturity.
6. Amplify Your Product Through Partnerships and PR
Partnerships can dramatically accelerate credibility.
Consider:
- Strategic integrations with established providers (custodians, CRMs, tax wrappers)
- Media placement in industry-specific publications
- Awards and conference visibility (FinTech Connect, Money 20/20, etc.)
Use these assets across your marketing:
- Homepage logos and badges
- Press mentions and awards in footers or slide decks
- “As featured in” banners to support outreach
In a sector where credibility builds momentum, third-party validation is key.
Final Thoughts
Marketing in WealthTech isn’t about being loud. It’s about being clear, credible, and consistent.
From onboarding journeys to partner pages, your platform should tell a story of simplicity, safety, and scale.
Whether you’re targeting early adopters or experienced investors, every marketing touchpoint is a chance to build trust, accelerate growth, and establish your place in a rapidly evolving market.
Looking to scale your WealthTech brand with clarity and confidence?
At GrowthProvision, we help WealthTech firms create standout positioning, scalable digital journeys, and marketing strategies that drive real growth.
