Fintech Lead Generation: What Actually Works in 2025

Lead generation in fintech isn’t about traffic volume, it’s about quality and compliance. 

1. Intent-Based Paid Search

Forget broad keywords like “payment solution.” Target bottom-funnel, problem-aware queries like “open banking verification API” or “best payment gateways UK.”

Use responsive search ads and precise landing pages aligned to those keywords.

2. Retargeting That Educates, Not Annoys

Fintech decisions are complex. Retarget with useful content, not endless ads.
Ideas:

• Mini case study videos
  
  
• “How it works” explainers
  
  
• ROI or compliance calculators
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This keeps your brand top of mind while moving prospects toward action.

3. Lead Magnets That Offer Real Value

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Gated content still works — if it’s practical, recent, and specific to the user’s problem.

4. Optimise Landing Pages Ruthlessly

• Single CTA
  
  
• Clear proof points (trust badges, compliance logos)
  
  
• Short forms
  
  
• Mobile load under 2s
  
  

Each small optimisation lifts conversion rates.

5. CRM Alignment for Attribution

Integrate HubSpot, Pipedrive, or Salesforce with your ad platforms. Tag leads by campaign and track through to revenue, not just MQLs.

Growth Gorilla connects all lead sources to identify which channels produce actual paying customers.

Common Mistakes

• Over-prioritising vanity metrics
  
  
• Weak follow-up sequences
  
  
• Poor CRM hygiene
  
  

Key Takeaways

• Focus on intent + clarity, not keyword volume.
  
  
• Use educational retargeting.
  
  
• Align ad → landing page → CRM seamlessly.
  
  

Want to see how we build fintech lead funnels? Check out our Case Studies ›

FAQs

Do lead magnets still work in fintech?
Yes — when tied to high-intent problems.

What’s a good CPL for fintechs?
Typically £150–£500 depending on deal value.

Which channels produce best leads?
Google and LinkedIn lead for B2B; Meta works for consumer fintechs.

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