Mental Availability in Fintech
By way of a quick comparison, let’s turn to the world of consumer products for a second.
Compared to B2B, this is a world where research and data already carry much more weight than insight.
In this world the research is pretty clear: buyers choose what’s familiar.
Tactics come and go, but marketing is at its simplest, about recall.
In B2B fintech, we tend to think that the path is more complex, with committees, procurement cycles, and months of self-guided research.
But, even though the buying journey is more complex, the same principles still apply.
People buy what they know, or what’s familiar.
Distinctive brand assets like a jingle, a shape, or a colour, make a brand easier to remember.
When a payments platform or risk solution suddenly becomes a priority, people rarely start with a blank slate.
They reach for the few names that already feel credible, the ones they’ve seen at events, read about in case studies, or noticed in a scroll-stopping video months earlier. That’s mental availability at work.
If we’re not building recall, no insight or tactic is going to save us.
Video as the Memory Engine
When it comes to mental availability, we’re firm believers that video is one of the best tools.
It can carry both rational explanation and emotional familiarity at once.
A clear product walkthrough can build understanding; and a consistent visual and sonic identity builds recall.
Ultimately, fintech buyers are looking for assurance, and that means building trust.
And there’s value in consistency here.
Heinz have used the same octagonal bottle since 1890. Guess what people sketch when they’re asked to draw ketchup?
Using the same motion grammar, palette, and tone helps audiences store a coherent picture of the brand. That stored familiarity creates trust, the kind that makes someone think “I’ve seen them before” even if they can’t recall where.
At the same time, every piece of video content has a different role in building that memory:
- Explainers clarify what you do
- Brand films show why you exist
- Customer stories prove credibility
- Short social cut-downs keep the brand mentally active between buying cycles
Together, they build an ecosystem of recognition and reassurance.
The Takeaway
Fintech marketing needs creative systems that make brands mentally available and emotionally trustworthy when it matters.
What moves markets is memory: the ability to be recognised, recalled, and trusted.
So the next time you brief a campaign or video project, don’t ask for the big insight. Ask:
- What will people remember?
- How does it feel?
- And when the buying window opens, will that feeling still be there?
Regardless of sector, the brands that win are the ones people remember first, and trust enough to choose.
