The Fintech Power 50 Annual 2025

CLARITY REMAINS FINTECH’S MOST VALUABLE CURRENCY By Ryan Woods , head of strategy at Started PR

Over my career, I’ve had the privilege of working with companies across the full breadth of the fintech industry. From redefining payment experiences to modernising global wealth management, my work has taken me to the sector’s cutting edge. It’s been a crash course in the mechanics of today’s interconnected financial world and the transformative impact fintech continues to have on it. At the same time, the past few years have been a constant reminder of the importance of clear, impactful communication. In navigating the industry’s dense web of jargon, acronyms and buzzwords, I’ve learned one critical truth: clarity is one of fintech’s most valuable currencies. Fortunately, many of the brands I’ve worked with recognise this too. Effective communication has been the cornerstone of our shared success. Uneven playing field Yet, looking across the industry, the risk of poor communication still feels consistently underestimated. From my experience, a misunderstood product, a mishandled crisis or unclear positioning can undo years of progress in an instant. That’s why clear and precise communication makes all the difference when speaking to customers, investors and partners alike. Those who overlook this reality put their businesses at risk. So, what does effective communication look like in fintech? A good place to start is

with the way companies talk about their products and services. By design, many fintech solutions

Success isn’t just about internal alignment; it’s about making sure the message is heard, understood and remembered by the right audience. That’s no easy task, but with a clear strategy it becomes entirely achievable, and with the right support, the process can move even faster. At Started PR, our mission is to help the industry make its words matter by raising the standard of communications across fintech. As part of this effort, we’ve launched the Started Advisory Board, a group of world-class communications leaders who are sharing best practices and offering guidance on this critical area. Together, we will highlight where fintech communications can improve and identify the barriers holding the industry back. With a combined LinkedIn following of nearly 200,000 and more than a century of collective experience, the Advisory Board is uniquely placed to lead this effort. In the months ahead, it will publish practical guides to help firms of all sizes sharpen their communications and strengthen clarity. For businesses still searching for an approach that works, these insights will be invaluable, so make sure to check them out. For more information about Started PR, please visit www.startedpr.com .

are complex and highly technical. This presents a clear challenge: how do businesses explain what makes their offering exceptional while ensuring the message resonates with the people it is meant to serve? The miscommunication trap We’ve all likely read industry copy that feels like it requires a PhD to decipher. Ultimately, when a product is buried in jargon or its advantages are obscured, the message rarely connects. It’s an understandable trap: after investing years of effort and resources, companies are often inclined to dwell on the details of how they built it. At Started PR, our advice is simple – shift the focus to the more important question: why it matters. Miscommunication is not only an external risk. Teams that lack alignment on a clear narrative risk sending conflicting signals to the market. Consistency across marketing, PR, compliance and product functions is now essential. Regulators are increasingly proactive in scrutinising these messages, and too many firms still overlook the fact that every word matters, especially for regulated entities. Words matter Time and again, the companies that prioritise clarity in their communications are the ones that come out ahead.