Video content for fintech companies
Video content for fintech companies, covering brand films, product explainers, and leadership interviews designed to build trust and clarify complex financial services.
The central problem with video content for fintech companies isn't budget, or brand guidelines, or even the approval chain - though that last one is usually where things get painful. It's that the product doesn't exist on camera.
A payment rail, a compliance platform, a risk engine. None of it photographs. You can film a laptop screen. You can film an office. You can film a founder talking about infrastructure. But the thing you're actually selling is invisible, and that changes what video can and can't do for you.
Understanding that constraint is where good fintech video strategy starts.
Your audience isn't one person
Most fintech companies operate across at least three distinct buyer relationships simultaneously: retail customers who are sceptical and need trust before they'll act, enterprise buyers who need evidence of scale and capability, and investors or partners who need a coherent narrative about where the company is going. Sometimes all three are in the room at the same moment - a conference, a product launch, a funding announcement.
A video that tries to serve all three of them is usable by none. This sounds obvious. It rarely gets applied.
We've seen fintech companies commission a single brand film, spend three months getting it approved, and then watch it get used in exactly one context because the tone was calibrated for investors and the distribution channels were built for retail. The film wasn't wrong. It just had one job and got given three. Before any brief, the question is: who specifically is watching this, where, and what do you need them to do after?
A video that tries to serve all three of them is usable by none. This sounds obvious. It rarely gets applied.
We've seen fintech companies commission a single brand film, spend three months getting it approved, and then watch it get used in exactly one context because the tone was calibrated for investors and the distribution channels were built for retail. The film wasn't wrong. It just had one job and got given three. Before any brief, the question is: who specifically is watching this, where, and what do you need them to do after?
Trust is the product, and video builds it faster than anything else
In financial services, people aren't buying software. They're deciding how much to trust something with their money, or their clients' money, or a process that has regulatory consequences if it breaks. The purchase decision is fundamentally about trust, and it often happens long before a sales call.
Video is one of the few formats that can move that trust-building process forward at speed. A named executive on camera talking concretely about how their system handles edge cases. A client - named, on screen, with a job title - explaining what changed after they implemented the product. A real office with real people in it. These things communicate something that a website cannot, because they're harder to fake.
Video is one of the few formats that can move that trust-building process forward at speed. A named executive on camera talking concretely about how their system handles edge cases. A client - named, on screen, with a job title - explaining what changed after they implemented the product. A real office with real people in it. These things communicate something that a website cannot, because they're harder to fake.
This is why interview-led content tends to outperform produced explainer videos in fintech. Not always. But more often than most marketing teams expect.
The fintech explainer video problem
Nearly every fintech company has an explainer video. Most of them are animated, run between 90 seconds and two minutes, use a voiceover explaining the problem and then the solution, and cost somewhere between £3,000 and £15,000 to produce. They are also, usually, forgotten within a week of launch. The format isn't the issue. Animation can be precise and effective - payment flows, data architecture, multi-step processes where the relationships between components matter. The issue is different. Animation is often chosen because it avoids the hard question of what the video is actually for.
Animated explainers don't build trust. They explain. Those are different functions. If a prospective enterprise client already understands what your product category does and needs to decide whether to trust your company specifically, an animated product overview isn't going to move that decision.
Animated explainers don't build trust. They explain. Those are different functions. If a prospective enterprise client already understands what your product category does and needs to decide whether to trust your company specifically, an animated product overview isn't going to move that decision.
The question worth asking before commissioning an explainer: does this prospect need to understand the product, or do they need to trust the company?
What B2B fintech video buyers actually respond to
Executive interviews are underused. Not the formal, polished kind where a CEO reads from a mental autocue - the kind where someone who built the product talks with evident authority about the specific problems it solves and the specific ways it can fail to solve them. Specificity does more work than polish.
Client testimonials work, but only when the client is named. "A leading European bank" says nothing. A named head of treasury at a named institution, explaining the specific operational problem they had and the specific measurable outcome they got, is a different piece of content entirely. We've produced videos for clients in the B2B space where a single named testimonial was the most-watched piece of content they had for six months running.
Partnership and milestone videos - the kind you'd produce for a 20-year partnership or a significant product integration - serve a function that's often underestimated. For the DXC Technology and Luxoft partnership with Murex, the video wasn't primarily a sales tool. It was a credibility signal. Twenty years of collaboration with a major financial platform tells a story about reliability that no amount of copy can replicate as efficiently.
For a deeper breakdown of how structured executive interviews work in practice, see:
https://westream.uk/ceo-interview-internal-comms
Client testimonials work, but only when the client is named. "A leading European bank" says nothing. A named head of treasury at a named institution, explaining the specific operational problem they had and the specific measurable outcome they got, is a different piece of content entirely. We've produced videos for clients in the B2B space where a single named testimonial was the most-watched piece of content they had for six months running.
Partnership and milestone videos - the kind you'd produce for a 20-year partnership or a significant product integration - serve a function that's often underestimated. For the DXC Technology and Luxoft partnership with Murex, the video wasn't primarily a sales tool. It was a credibility signal. Twenty years of collaboration with a major financial platform tells a story about reliability that no amount of copy can replicate as efficiently.
For a deeper breakdown of how structured executive interviews work in practice, see:
https://westream.uk/ceo-interview-internal-comms
Fintech conference video has a specific job
Industry events - ICE, Money20/20, SBC, Sibos - are a primary acquisition channel for many B2B fintech companies. The video produced at these events tends to get treated as a record of what happened. It should be treated as a sales tool.
The stand video, the highlight reel, the interview series from the conference floor - these aren't for archive. They're for the six weeks after the event, when prospects who didn't attend are deciding whether this company is worth a call. The question a conference video has to answer isn't "what happened at our stand?" It's "why would you want to work with us?"
That changes what you film and how you use it. Reaction shots from visitors matter. Energy around the stand matters. A 30-second clip from an executive interview that can travel independently on LinkedIn matters more than a two-minute highlight reel that requires context to make sense. Same-day photo delivery at these events is often undervalued too. Posting from the event floor while it's happening - not three days later - is the difference between participating in the industry conversation and reporting on it after the fact.
The stand video, the highlight reel, the interview series from the conference floor - these aren't for archive. They're for the six weeks after the event, when prospects who didn't attend are deciding whether this company is worth a call. The question a conference video has to answer isn't "what happened at our stand?" It's "why would you want to work with us?"
That changes what you film and how you use it. Reaction shots from visitors matter. Energy around the stand matters. A 30-second clip from an executive interview that can travel independently on LinkedIn matters more than a two-minute highlight reel that requires context to make sense. Same-day photo delivery at these events is often undervalued too. Posting from the event floor while it's happening - not three days later - is the difference between participating in the industry conversation and reporting on it after the fact.
How compliance affects fintech video production timelines
Legal review of scripts, approval on executive statements about regulated products, sign-off chains involving multiple stakeholders who weren't in the original brief - these are realities in fintech, and they add time at the post-production stage in a way that almost no other sector does.
The way to manage this isn't to fight it. It's to front-load it. Interview questions reviewed by legal before filming, not after. Key messages agreed and signed off at brief stage. A named decision-maker with the authority to approve the final cut without escalating to a committee.
We've worked on projects where the footage was edited and delivered within three days and the final approval took six weeks. The editing wasn't the delay. The approval structure was. If you know compliance will be involved, build it into the timeline before the shoot, not as an afterthought when the edit is done.
For a broader overview of how structured corporate filming works in regulated environments, see:
https://westream.uk/corporate-video-production
The way to manage this isn't to fight it. It's to front-load it. Interview questions reviewed by legal before filming, not after. Key messages agreed and signed off at brief stage. A named decision-maker with the authority to approve the final cut without escalating to a committee.
We've worked on projects where the footage was edited and delivered within three days and the final approval took six weeks. The editing wasn't the delay. The approval structure was. If you know compliance will be involved, build it into the timeline before the shoot, not as an afterthought when the edit is done.
For a broader overview of how structured corporate filming works in regulated environments, see:
https://westream.uk/corporate-video-production
The LinkedIn problem
Fintech marketing teams almost universally want more LinkedIn content. The brief usually comes as: "something we can post regularly.” You have to realise that's not a brief. That's a posting schedule with nothing behind it.
LinkedIn content for fintech works when it's attached to something specific: a product milestone, a point of view on a regulatory change, an executive explaining how they think about a problem the audience actually has. Short-form clips from longer interview shoots work well here because they have context behind them. A talking head filmed specifically for LinkedIn with nothing to say tends to feel like exactly what it is.
LinkedIn content for fintech works when it's attached to something specific: a product milestone, a point of view on a regulatory change, an executive explaining how they think about a problem the audience actually has. Short-form clips from longer interview shoots work well here because they have context behind them. A talking head filmed specifically for LinkedIn with nothing to say tends to feel like exactly what it is.
The most efficient route to consistent LinkedIn content in fintech is usually a quarterly interview day - one session with two or three executives, structured around three or four themes the company wants to own, producing ten to fifteen clips that can be deployed over three months. The investment is one day. The output is a quarter of content. The quality holds because there's a real conversation behind it, not a camera pointed at someone trying to remember what they wanted to say.
We've covered this approach in more detail when discussing how to plan quarterly content days with a video team, which is worth reading alongside this if you're thinking about volume and efficiency together. Video content for fintech companies works when it's built around specific audiences, specific decisions, and the realistic constraints of how financial services organisations actually approve things. Everything else is just filming.
We've covered this approach in more detail when discussing how to plan quarterly content days with a video team, which is worth reading alongside this if you're thinking about volume and efficiency together. Video content for fintech companies works when it's built around specific audiences, specific decisions, and the realistic constraints of how financial services organisations actually approve things. Everything else is just filming.
FAQ
What makes fintech video content different from other B2B video?
The product doesn't exist on camera. A payment rail, a compliance platform, a risk engine - none of it photographs. You can film a laptop screen or an office, but the thing you're selling is invisible. That constraint changes what video can and can't do for you, which is why interview-led content showing real people with authority tends to outperform animated explainers in fintech.
Why do animated explainer videos often fail for fintech companies?
They explain but don't build trust, and in financial services the purchase decision is fundamentally about trust. If a prospective enterprise client already understands what your product category does and needs to decide whether to trust your company specifically, a £3,000–£15,000 animated overview isn't going to move that decision. The question before commissioning an explainer is: does this prospect need to understand the product, or do they need to trust the company?
What type of video content works best for B2B fintech buyers?
Executive interviews where someone who built the product talks with authority about specific problems it solves and specific ways it can fail - specificity does more work than polish. Named client testimonials, not "a leading European bank" but a named head of treasury at a named institution explaining measurable outcomes. Partnership videos showing 20-year collaborations that signal reliability. These communicate trust in ways product demos can't.
How should fintech companies approach video for different audiences?
One video per audience, not one video for three. Retail customers need trust signals, enterprise buyers need evidence of scale, investors need growth narrative - a film trying to serve all three is usable by none. We've seen companies spend three months getting a brand film approved, then watch it get used in exactly one context because the tone was calibrated for investors but distributed to retail. Decide who specifically is watching, where, and what you need them to do after.
Why is same-day photo delivery important at fintech conferences?
Because posting from the event floor while it's happening - not three days later - is the difference between participating in the industry conversation and reporting on it after. Conference video isn't for archive, it's for the six weeks after the event when prospects who didn't attend are deciding whether your company is worth a call. Energy around the stand, visitor reactions, 30-second executive clips that travel on LinkedIn — these matter more than two-minute highlight reels requiring context.
How does compliance affect fintech video production timelines?
Legal review of scripts, approval on executive statements about regulated products, sign-off chains involving multiple stakeholders - these add time at post-production in ways almost no other sector does. We've worked projects where footage was edited and delivered in three days and final approval took six weeks. Front-load it: interview questions reviewed by legal before filming, key messages signed off at brief stage, one named decision-maker with approval authority.
What's the most efficient way to create LinkedIn content for fintech?
A quarterly interview day - one session with two or three executives, structured around three or four themes the company wants to own, producing ten to fifteen clips deployed over three months. The investment is one day, the output is a quarter of content. This works because there's a real conversation behind it, not a camera pointed at someone trying to remember what they wanted to say.
Do fintech client testimonials need to be named?
Yes. "A leading European bank" says nothing and builds no trust. A named head of treasury at a named institution explaining the specific operational problem they had and the specific measurable outcome they got is a different piece of content entirely. We've produced videos where a single named testimonial was the most-watched content for six months running because it was the only thing prospects could verify independently.
What should fintech conference video actually accomplish?
It should answer "why would you want to work with us?" not "what happened at our stand?" The highlight reel, stand video, interview series - these are sales tools for the six weeks after the event when prospects decide whether to engage. Reaction shots from visitors matter. Energy around the stand matters. A 30-second executive clip that can travel independently on LinkedIn matters more than a comprehensive two-minute edit.
How do you build trust through fintech video when the product is invisible?
Real people on camera with authority. A named executive talking concretely about how the system handles edge cases. A named client with job title explaining what changed after implementation. A real office with real people in it. These things communicate something a website cannot because they're harder to fake, and trust-building in financial services happens long before any sales call.
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