PR for fintech isn’t just about press releases. It’s about community, storytelling, and building trust from the ground up. NJ Marketing proved that with LemFi.
Why PR for Fintech Startups Is Non-Negotiable
Fintechs operate in a space where trust is the currency. No matter how brilliant the tech or how disruptive the model, if the audience doesn’t believe in the brand, they won’t buy in. This is why PR for fintech startups is no longer optional—it’s a foundational growth lever.
What makes PR crucial for fintechs:
- Financial products need clarity – Complex terms and new technologies demand simplified narratives.
- Audience skepticism is high – Consumers are wary of scams and false promises.
- Trust is a differentiator – More than features, people buy into credibility.
A smart guide to PR for fintechs always starts with one question: how do we humanize the brand without losing its edge?
What Is LemFi and Why Does It Matter
LemFi is a fintech platform designed for immigrants who need seamless financial solutions to support their families abroad. Its core promise is simple: faster, safer, and cheaper global money transfers.
But beneath that offering lies a deeper mission:
- To empower immigrants with financial freedom.
- To eliminate the complexity of cross-border banking.
- To celebrate cultural identity in a global financial space.
LemFi needed a campaign that could not only explain what it does but also reflect who it serves. That’s where NJ Marketing stepped in with a culturally aligned strategy.
The Challenge | Reaching a Distracted, Digital-Native Audience
LemFi’s audience is:
- Young, diverse, and mobile-first.
- Highly active on social platforms.
- Wary of marketing that feels forced or transactional.
Traditional fintech advertising wouldn’t cut it. This audience scrolls fast, skips ads, and smells inauthenticity from a mile away. How LemFi reached its audience was by stepping into their world, not trying to drag them into a corporate funnel.
NJ Marketing had to bridge three gaps:
- Trust – “Why should I believe LemFi is legit?”
- Relevance – “Does this product understand my story?”
- Engagement – “Is this something I want to share?”
NJ Marketing’s Strategy
Instead of chasing clicks or generic placements, NJ Marketing designed a culture-forward PR campaign rooted in community insights. Their approach:
- Audience-first Messaging: Understanding the pain points of immigrants, not just their demographics
- Community Storytelling: Collaborating with creators who are part of the diaspora, LemFi serves
- Digital-first PR tactics: Creating content that feels native to platforms like Instagram and TikTok
They didn’t follow a cookie-cutter playbook. They rewrote the guide to PR for fintechs around cultural fluency, emotional relevance, and everyday language.
Influencer Marketing That Felt Real – Not Paid
Too often, influencer marketing campaigns feel disconnected from the product. But NJ Marketing flipped the script.
They found influencers who weren’t just brand ambassadors, they were actual users of the service or close to the immigrant story.
What made it work:
- Micro and macro-influencers mix: Building relatability at scale.
- Unscripted storytelling: No jargon. Just real conversations.
- Community engagement: Influencers responding to DMs, comments, and sharing feedback.
The goal wasn’t just impressions, it was interaction. And it worked.
Visual Storytelling – Behind the Campaign Post
Take a look at this campaign post on Instagram. It’s not just a product demo or a static graphic; it’s a visual experience that tells a story in 30 seconds.
Here’s why it resonated:
- Relatable context: It mirrors the real-life challenges of sending money home.
- Clean branding: LemFi isn’t pushed hard; it’s naturally embedded.
- Call-to-feeling, not just call-to-action: The post connects emotionally before selling anything.
This is how LemFi reached its audience, by showing up authentically in the places they spend their time.
Results That Mattered | What the Data Says
Beyond likes and shares, this campaign delivered real impact.
Quantitative wins:
3.2x increase in engagement rate.
45% boost in app installs in the campaign week.
60K+ organic shares across platforms.
Qualitative wins:
Improved brand sentiment in community groups.
Positive feedback from influencers and their followers.
UGC (user-generated content) that extended the campaign’s life.
This wasn’t a one-off spike; it created ongoing conversation around LemFi’s value.
What Other Fintech Brands Can Learn
This campaign serves as a masterclass in PR for fintechs looking to move from noise to narrative.
Key takeaways:
- Know your audience like family: Demographics aren’t enough. Understand lived experiences.
- Prioritize cultural context: Local slang, values, humor, and timing matter.
- Invest in real partnerships: Influencer marketing works when the people actually believe in the product.
- Keep it visual and emotional: In a scroll-heavy world, visuals drive meaning.
PR That Builds Belonging, Not Just Buzz
In an era where attention is short and trust is fragile, NJ Marketing proved that PR is more than press, it’s people.
The LemFi PR campaign didn’t just generate awareness; it built belonging. It told the audience, “We see you. We hear you. We built this for you.”
For other fintechs looking to follow suit, the lesson is clear: don’t just market matter.
Ready to transform your fintech brand’s presence?
Partner with NJ Marketing to build PR campaigns that cut through noise and create real, lasting community connections.