Fintech Meets Influencer Marketing

Are Fin-fluencers The Future?

The truth is, Gen-Z and Millennials trust financial advice from influencers and celebs because their rep’s on the line as much as our dosh.

It’s about time they leant into this…

Fintech. We know what you’re thinking. Crypto bros, Bored Apes, NFTs…but whether you like it or not, most of us have already bought in.

Sending friends Venmo requests to pay us back for that DoorDash order? Rounding up spending on an app like Mint? Congrats, you’re team fintech, and it ain’t going anywhere.

Valued at around $136B last year, the global market is expected to hit $305B by 2025.

none

Buy Now Pay Later is nothing new, but thanks to the fintech boom it’s more tempting than ever. The US market is roughly estimated to be wort over 100 billion, gorwing pasts 330 billion by 2028. That’s a lot of jeans-and-a-nice-top combos. Even Apple is trying to get in on the game, with plans to roll out Apple Pay Later.

But it’s not all rosy. Unlike your good old fashioned credit cards, BNPL doesn’t require a good credit score. And that’s where the problems start.

With little regulation, it’s feared that BNPL is fuelling a debt crisis among the younger gen. A 2022 Citizens Advice study found that more than two in five BNPL users had borrowed money for repayments, using overdrafts, payday loans, and tapping up friends and family.

Fin-fluencers

It’s not just sneakers and beauty, the younger gen turn to celebs and influencers to get financial advice as well. One-third of consumers who have seen a famous face give money tips have acted on it – and this figure rises to 53% for Gen-Z.

Klarna has poured money into ads starring A$AP Rocky and Lady Gaga, as well as a line-up of Love Island grads. Additionally, it teamed up with designers at London Fashion Week for extra clout. And it worked. A survey by BBC Three found that one in eight BNPL’s influencer promos made them more likely to sign up.

It’s not just BNPL either… Challenger card bank Revolut teamed up with YouTuber group Sidemen with a branded card that gave holders 10% off Sidemen brands. Plus, crypto exchange platform Gemini worked with TikTok royalty, the D’Amelio family.

Influencers can benefit from fintech support too. As many launch their own businesses, from merch to beauty products, they need investment and credit – which traditional banks might be slow to provide. Enter the fintech investors. Some start-ups, like XPO and Karat Finance, are now aimed squarely at streamlining influencer payment. It’s the circle of life.

none

The Takeaways

+ Gen-Z and Millennials are fuelling the BNPL boom. According to StudentBeans, 42% of 16- to 24-year-olds used BNPL in ’21, with 57% bagging new clothes and 47% buying tech.

+ The BNPL backlash has made influencers more wary of working for fintech.

+ When done right, business-savvy creators and fintech investors are a match made in the metaverse.

The Opportunity

Not everyone has clocked the potential of social…yet. For example last year, mobile biz banking platform Tide focused on TV ads, telling the stories of real-life users. And what about the dinosaurs of banking? Some traditional banks are doubling down on their old-school image. Barclaycard joined forces with Grace Jones in an ad that threw (subtle) shade at try-hard fintech challengers. “Why does everything have to be cool these days?”. Ouch.

As a result of BNPL threatening to wreak outright Klarnage, this is a potential ‘in’ for more trusted banks. If you wanna show ‘em how it’s done with a new influencer-led campaign, tap us up at info@seenconnects.com.

Send us a brief