FinTech Marketing Budget - How Much is Enough? (2025 Update)

In the fast-paced world of FinTech, effective marketing can help your company stand out. However, marketing is an investment and like all investments, the goal is to get a positive return on investment, or ROI.

To understand how much you should spend on marketing and what your FinTech marketing budget should be, it is helpful to know more about marketing methods.

Here are two of the primary marketing methods:

1. Outbound Marketing

Outbound marketing is the process of generating a message and sending it out to try to reach and win over clients or customers. Examples of outbound marketing include television ads, cold calls, radio ads, newspaper ads, brochures, flyers, trade shows, etc.

This method of marketing is the more traditional of the two. Other forms of Outbound can include digital forms, such as  PPC (pay-per-click). PPC is an advertising strategy that is popular among digital marketing companies. PPC can be very effective if it is done correctly. In fact, the average cost per conversion from PPC is one of the most measurable and scalable forms of outbound marketing today. It allows businesses to place targeted ads on search engines, social media platforms, and third-party websites, and only pay when someone clicks. The real power of PPC lies in its ability to combine precise targeting (by intent, keyword, location, and audience segment) with near-instant visibility.

In the finance industry, PPC remains one of the most competitive advertising spaces, but also one of the most rewarding. As of 2025, the average cost per lead in finance was $83.93, reflecting both the high value of qualified leads and the intense competition for them. That said, with the right bidding strategies, keyword clusters, and audience segmentation, PPC can deliver reliable returns and become a critical growth lever for fintechs and financial service providers.

For companies transitioning away from traditional lead generation services, investing in a well-structured PPC campaign can be a natural next step, offering speed, control, detailed tracking, and clarity in results.

2. Inbound Marketing

Inbound marketing is an entirely different approach to outbound marketing. Inbound marketing involves trying to attract customers organically through informative and educational content. This is done with websites, blogs, content marketing, landing pages, progressive profiling, social media marketing, email newsletters and other similar things.

The goal of inbound marketing is to create enticing content that makes clients want to visit a company’s website organically. We then nurture them through the buyer’s journey, feeding them with messages and content that resonates with them and solves their problems/challenges.

Both outbound and inbound marketing techniques can be used effectively to generate leads and positive ROI. However, the average cost per lead for inbound marketing campaigns in 2024 was reported to be $100, and we're expecting final calculations for 2025 to show an even higher price tag.

Weighing up the two options

Because inbound marketing costs almost 2/3 less than traditional outbound marketing in order to get the same results, it would most likely be a wise decision for your FinTech companyto invest more in inbound marketing than traditional outbound marketing. However, investing in PPC can also be a wise decision, as cost per clicks are only $3.46 for the Finance and Insurance industry compared to $5.58 in the business services sector.

So, inbound marketing may be especially appealing to potential FinTech customers and clients. However, if you are just starting out, then it may also be a good decision to simply try both methods and see what works better for your specific situation.

To start an inbound marketing campaign, you can hire a freelance writer to generate a blog and marketing emails for your subscriber list. The writer can also create social media posts for your company which can help to leverage the power of social networks. To start a basic outbound marketing campaign, you can create ads for local news and radio stations. Calculate your ROI for each endeavor and see what works the best.

Choosing the right budget

Selecting the best possible FinTech marketing budget is somewhat of an art. Spending on marketing can help to bring in new customers. However, if you get carried away with your spending, then you can end up spending too much and costing your company too much money.

The amount of marketing that you need to invest in can also depend on the size of your company. If your company is smaller and is trying to gain a lot of new clients, then marketing may be more of a priority for you, compared to established companies with tons of clients.