Introduction
Financial technology, better known as fintech, is an exciting field, but it’s also riddled with jargon and complex concepts. From blockchain protocols to AI-driven investment algorithms, fintech products often leave everyday customers (and even seasoned investors) scratching their heads. On top of that, fintech firms face a trust gap: consumers are cautious about new financial services, and regulators in the UK/EU demand that communications be “clear, fair and not misleading.” How can fintech marketers cut through this complexity and earn genuine customer confidence? One proven solution is the use of animated explainer videos.
Explainer videos distil complicated ideas into concise, visual stories that anyone can understand. It’s no wonder they’ve become a go-to tool in fintech marketing. In fact, video has become almost ubiquitous in marketing today, over 90% of businesses now use video to promote their products or services. And specifically in B2B sectors like finance and tech, companies are embracing animation to simplify the abstract. In this article, we’ll explore why explainer videos are so effective for fintech, share real-world examples (including projects we’ve done at MoovieMakers for clients like Semine, Dasseti and Amigo Loans), and show how cutting-edge finance video production can transform baffling fintech jargon into clear, compelling messages that build trust.
(Spoiler alert: by the end, you’ll see why a well-crafted fintech marketing video might be the best investment your brand makes this year.)
The Fintech Marketing Challenge: Complexity and Trust
Fintech marketers have a tough brief. First, they need to explain technical, intangible products ,things like digital banking platforms, cryptocurrency wallets, or AI insurance algorithms in a way that makes sense to their audience. Second, they must earn trust in an industry where skepticism is high and mistakes can be costly. Let’s break down these challenges:
Complex Concepts, Confused Customers:
Fintech innovation moves at lightning speed, introducing terms and concepts that many people find confusing. Everyday users can struggle to grasp ideas like blockchain, open banking APIs, or insuretech data models. Even B2B buyers (e.g. a bank evaluating a fintech SaaS) may find it hard to understand how a new platform works or why it’s better than the status quo. Traditional marketing copy often falls flat here ,lengthy whitepapers or web pages full of tech-speak risk losing the reader. As one industry blog noted, users today often need clearer explanation for complex fintech trends like blockchain, AI-driven investments, digital banking and cryptocurrencies. Without clear communication, interest quickly turns into confusion and doubt.
Winning (and Warranting) Trust:
Money is serious business, and so fintech firms must prove their reliability and integrity. A flashy ad isn’t enough; customers want to feel confident that a new app or service is secure, compliant, and genuinely beneficial. In the UK and EU, this is not just a marketing concern but a regulatory one ,guidelines from bodies like the FCA insist that financial promotions be easily understood and not misleading. Fintech startups also often lack the long-established reputation of traditional banks, so they have to work harder to build credibility. Surveys confirm that trust is tied to how well you communicate: 93% of B2B buyers say video content builds trust in a company’s abilities, and 72% of customers state they trust a brand more after watching video content. In other words, if you can clearly show what you do and how you help, people are far more likely to believe you. This is where explainer videos truly shine ,by putting a friendly, transparent face on complex financial services, you start to humanise your brand and ease the audience’s scepticism.
Standing Out in a Noisy Market:
The fintech space ,from challenger banks to payment apps ,has exploded in recent years. Dozens of startups launch every month, all vying for a share of voice against not only each other but also banking giants with massive marketing budgets (the top five banks in the US each spent about $1 billion on marketing in a single year!). With such fierce competition, cutting through the noise is essential. Fintech marketers can’t afford to stay dull or generic; they need content that grabs attention and sticks in memory. This is a challenge when attention spans are short. But again, video offers an answer ,especially on digital channels. Consider social media: posts with video have 48% more views on platforms like LinkedIn, and video campaigns there see significantly higher engagement than text posts. A bold, creative explainer video in a feed of static ads is more likely to stop the scroll. And when that video uses storytelling or humour to convey the message, it becomes shareable, multiplying its reach. Simply put, in a crowded fintech marketplace, a great animated video for finance can be the differentiator that makes your brand memorable.
Why Explainer Videos Are a Fintech Marketer’s Best Friend
Now that we’ve outlined the problems, let’s look at the solution. Fintech explainer videos hit the sweet spot by simplifying complexity, building trust, and boosting engagement ,all in one punch. Here’s how:
Simplifying the Complex (Cutting Through the Jargon)
An explainer video is, at its core, a storytelling tool. In fintech, it serves as a translator between technical experts and everyday audiences. Rather than forcing your prospects to decipher technical diagrams or walls of text, you can show them what you mean in an intuitive way. For SaaS and fintech companies in particular, animation has become a go-to method for simplifying the abstract. Have a complex process like an AI-driven fraud detection system or a multi-step payment workflow to explain? A 90-second animated video can walk viewers through it step by step, using analogies, visuals and a clear narrative to make the light bulb go off.
For example, imagine you need to explain blockchain to potential investors or customers. A text description might get bogged down in talk of “decentralised ledgers” and cryptographic hashes. But an animated video can metaphorically represent a blockchain as, say, a series of locked safes each adding a new link in a chain ,visually conveying security and sequential order. With engaging characters or graphics, the video can turn an intimidating concept into a relatable story (“Alice sends money to Bob, it goes into a digital block, locked with a key…” and so on). The same goes for other fintech areas: a digital banking app explainer might animate a mobile screen to show how easy and secure it is to transfer money, or an insurance tech video might use an example family to illustrate how an algorithm speeds up their claim process. The possibilities are endless, but the goal is the same: make the viewer think “Oh, now I get it!”.
Crucially, explainer videos aren’t just simpler ,they’re also more memorable. Humans process visuals 60,000 times faster than text and are wired to remember stories. That’s why studies show that viewers retain about 95% of a message when they see it in a video, compared to only 10% when reading text. So if you need your fintech value proposition to stick, an animated demo or storyline is far more effective than a PDF brochure. As we like to say at MoovieMakers: make it simple, make it stick. Every explainer video we produce for a fintech client is scripted and designed with clarity in mind ,we aim to turn confusion into clarity, fast. And because the content is visual, we can visualise what can’t be filmed (such as an invisible software process or an abstract idea) ,something live-action or text mediums struggle to do. The end result is a piece of content that educates the viewer in a matter of minutes, regardless of their prior knowledge.
Importantly, simplifying doesn’t mean dumbing down. It’s about finding that simple core of the message and delivering it in a compelling way. A well-crafted fintech explainer will respect the audience’s intelligence while gently guiding them through the topic. By the end, your prospect should feel smarter and more confident about the subject ,and by extension, more confident in your product as the solution. This is a huge win for fintech marketers looking to convert skeptical leads. And it’s a win for consumers too: 94% of people say they have watched an explainer video to learn more about a product or service, which shows that audiences actively seek out this content when it’s available. If you can provide that educational value through video, you’re meeting a real need and setting yourself apart as a helpful guide in a jargon-heavy industry.
Building Trust through Transparency and Storytelling
Beyond explaining how a product works, explainer videos play a pivotal role in establishing trust ,arguably the most valuable currency in financial services. Trust comes from understanding, and as we’ve discussed, videos foster understanding. But trust also comes from tone, authenticity and relatability, all of which a well-produced video can convey much better than static content.
Think about the tone of your communication: fintech topics can be dry or scary to the uninitiated. An animated video gives you the chance to set a friendly, reassuring tone from the start ,perhaps through a warm voiceover narrator or a likeable character guiding the viewer. This personable approach can humanise your fintech brand, making you seem more approachable than a faceless bank. In an explainer video for a digital bank, for instance, we might introduce a character named Jane who is frustrated with her old bank, and show how our neobank app helps her save money effortlessly. Viewers relate to Jane; they see themselves in her shoes. By solving Jane’s problem on screen, we implicitly promise to solve the viewer’s problem too ,that’s building trust through storytelling.
Another aspect is transparency. In fintech marketing, being transparent about how things work and what the benefits and risks are is essential (and often legally required). A video allows you to address common concerns head-on. You can visually show security measures (like encryption locks, secure servers), include disclaimers in a clear but non-alarming way, and demonstrate scenarios that answer the “what ifs.” For example, an insurance tech explainer might show how claims are processed and also depict what happens in an unusual case, reassuring the customer that you’ve thought of everything. By being open in your explainer content, you signal that you have nothing to hide ,a key trust signal. Remember, financial services animation isn’t just about cute graphics; it’s a medium to convey honesty and credibility in an easily digestible form.
Regulations in financial videos
Let’s not forget the regulatory sensitivity in the UK/EU fintech landscape. Regulators like the FCA in the UK or ESMA in Europe keep a close eye on how financial products are marketed to ensure fairness and clarity. The good news is that the very qualities that make a great explainer video ,clarity, accuracy, balance ,are the same qualities regulators want in communications. By investing in a quality animated video for finance topics, you’re not only engaging customers but also often making your compliance team happy. It’s much easier to ensure a video script is “fair, clear and not misleading” than to monitor thousands of social media posts or sales calls for compliance. In fact, we’ve found that some fintech clients use their explainer videos internally as well, to train new staff or agents on how to correctly pitch the product in a compliant way. It’s a two-for-one: marketing content that doubles as compliance-friendly educational material.
Perhaps the strongest testament to video’s trust-building power is how it affects buyer behaviour. As mentioned, an overwhelming 93% of business buyers say that video helps them trust a company’s capability. Another industry stat echoes this for consumers: about 73% of consumers are more likely to make a purchasing decision after watching branded video content that explains the product. We saw this firsthand with one of our clients, Amigo Loans. In the highly scrutinised consumer lending sector, trust can make or break you. MoovieMakers produced an explainer animation for Amigo Loans that clearly laid out how their guarantor loans work ,walking viewers through the process of borrowing with a friend acting as guarantor, and highlighting the safeguards in place. By being candid and straightforward about a product that might sound intimidating, the video helped Amigo engage customers who might otherwise have been wary of the concept. It’s a great example of how fintech marketing videos can combine clarity and empathy to win over an audience. When people see a transparent explanation, delivered in plain language and visuals, it lowers their guard. They start to think, “This company is being upfront with me, I understand what they do, and I can see how it might benefit me” ,which is exactly the foundation you need before someone will sign up or buy.
Cutting Through the Noise (and Getting Results)
We’ve touched on how video content attracts more eyeballs in a noisy digital environment. But let’s dig deeper into the ROI and why explainer videos are not just a nice-to-have, but a must-have for fintech marketers looking for impact.
For one, video is superb at boosting engagement metrics. Whether your goal is to increase website dwell time, improve email click-throughs, or generate leads, a video can often move the needle more than text or static imagery. Just using the word “video” in an email subject line has been shown to increase open rates (some studies put the lift at around 7% higher opens). And once people click through, they tend to spend longer on pages with video. An explainer video on your homepage, for instance, can dramatically reduce bounce rates as visitors are enticed to hit play and watch for 1-2 minutes. That’s 1-2 minutes of undivided attention on your message ,a small eternity in internet time. Many of our clients have reported that after embedding an explainer video on their site or landing page, they saw a noticeable uptick in conversion actions (sign-ups, demo requests, etc.). It makes sense: by the time a viewer has watched your video, they’ve essentially pre-qualified themselves ,they understand your offering and are warmer to taking the next step.
Video content also tends to be shared more, which amplifies your reach without additional ad spend. On social media, videos are shared 12 times more than text and static posts combined, according to marketing research. So a clever fintech explainer video not only educates one prospect; it might get passed around among colleagues or friends, becoming a word-of-mouth vehicle for your brand. In a competitive field, this kind of organic sharing is gold dust. We’ve seen fintech explainer clips go mini-viral on LinkedIn because they tackled a common pain point (like the hassle of expense reporting or the fear of investing) in a lighthearted, visual way. That kind of buzz is something whitepapers rarely achieve.
And of course, there’s the ultimate metric: return on investment. For budget-conscious fintech startups, every marketing pound must deliver value. Luckily, video is up to the task. Industry benchmarks show that 88% of marketers report a positive ROI from video marketing, and marketers who use video grow revenue 49% faster than those who don’t. Those are hard numbers that justify the spend. The beauty of animated explainers is that they are versatile assets: one video can be used on your website, in sales decks, at events, across social channels, and even adapted for ads. You can get a lot of mileage from a single production, especially if you plan smartly (for instance, creating a 2-minute main video and several 15-second cutdowns for social teasers). This repurposing means the cost per impression or engagement can end up much lower than many other tactics. Additionally, unlike a live-action shoot, animated video production is highly scalable and not constrained by on-site logistics ,meaning it often costs less than you might think. (At MoovieMakers, for example, we offer clear, fixed pricing packages for explainer videos with no hidden extras, no faf ,this transparency helps fintech marketers plan and budget confidently. Feel free to check out our pricing page for a breakdown.)
In short, a good explainer video doesn’t just educate and build trust ,it converts that trust into action. It helps your fintech firm stand out as both innovative and reliable, which is a one-two punch that can significantly accelerate growth. As one 2024 survey found, 87% of B2B marketers now incorporate video into their strategieszelios.agency, with many citing that video allows them to explain complex products effectively while engaging decision-makers. Fintech is no exception. If your competitors aren’t using video yet, they likely will soon. And if they are, you’ll need to ensure yours are spot on in quality and messaging to maintain an edge.
Real-World Success Stories: Fintech Explainers by MoovieMakers
Nothing illustrates the impact of explainer videos better than real examples. Over the past few years, we at MoovieMakers have partnered with numerous fintech and financial services clients across the UK and Europe, helping them translate complexity into clarity. Let’s look at a few success stories and how these videos made a difference:
Semine – AI Accounting Made Accessible
Semine is a fast-growing Nordic fintech offering an AI-driven accounts payable automation platform. In simple terms, Semine’s software uses artificial intelligence to process invoices and accounting data automatically, saving finance teams huge amounts of time and reducing errors. It’s a brilliant product, but explaining “AI accounting automation” to busy CFOs was a challenge. Semine approached us to create an explainer video that would demonstrate how their technology works and why it’s valuable to potential clients (finance directors, controllers, etc.) who might not be tech experts.
In the resulting animated video, we used a friendly narrator and clean, modern graphics to walk viewers through a before-and-after scenario. First, we showed the pain of a finance team drowning in paperwork and manual invoice processing. Then we visualised the solution by introducing Semine’s AI “robot”: we animated a playful robotic assistant that scans invoices, performs data entry, and flags anomalies in seconds. By anthropomorphising the AI as a helpful little robot, we made a complex software process feel tangible and even charming. The video also conveyed results (e.g. “90% time saved on invoice processing” ,with dynamic numbers ticking up on screen) to hammer home the benefits. In about 2 minutes, a viewer with no prior knowledge could see what Semine does, how it works, and the value it delivers.
This video became a key part of Semine’s marketing. They embedded it on their website’s homepage and used it in sales meetings to quickly onboard prospects to the concept. The feedback was very positive, prospective customers would often comment, “I finally understand what your AI does!” Semine’s team reported that the explainer helped shorten their sales cycle, because educated prospects came into discussions already warmed up. It’s a classic case of an explainer video cutting through the jargon (AI, machine learning, automation etc.) to highlight the real-world impact in a relatable way.
Dasseti – Turning Demos into Slick Marketing Videos
Dasseti (formerly Diligend in some markets) is a fintech platform that helps investment firms and asset managers with due diligence and data management. It’s a B2B product with a lot of sophisticated functionality, the kind of software where a live demo can run for an hour to show every feature. The marketing challenge for Dasseti was to capture the essence of their platform in a brief, compelling way for busy decision-makers (like asset management executives and investor relations teams). They had plenty of raw material, screen recordings of the software in action, and knowledgeable staff who could explain it, but needed to distill this into succinct videos. Over the past two years, MoovieMakers has worked closely with Dasseti as a video content partner, creating a series of explainer and demo videos for different modules of their platform.
According to Dasseti’s Chief Marketing Officer, Fiona Sherwood, this collaboration has been a game-changer. In her words:
“Mooviemakers have been a fantastic resource for Dasseti over the past two years. They can take a software demo recording and translate it into a slick marketing video really quickly, and with little direction or input from us. This is invaluable for a small and nimble marketing team like ours.”
This quote really highlights two big benefits of outsourcing explainer video production for fintech firms. First, speed and efficiency, we’re able to spin straw (raw screen recordings) into gold (polished animations) fast, which means the Dasseti team can keep up their marketing momentum without diverting their own time heavily into content creation. Second, the minimal input needed, as a specialist in financial services animation, we already speak the language of fintech, so a brief chat and some reference materials from the client are often enough for us to script and storyboard a video. For lean marketing teams, that’s a huge relief; they get high-quality content while staying focused on other priorities.
One of the explainer videos we did for Dasseti was an overview of their “Dasseti Engage” platform. Instead of overwhelming viewers with every feature, we crafted a narrative around the core problem Dasseti solves, for example, responding to investor due diligence questionnaires (DDQs) more efficiently. The video uses a mix of real screen snippets and illustrative animation. We showed an asset manager drowning in PDF questionnaires, then introduced Dasseti Engage as the hero that uses a centralized data library and AI to auto-fill responses. By animating the software screens and adding callout graphics, we were able to highlight key features visually (a much more engaging approach than a static screenshot in a brochure). In under two minutes, the target customer saw a clear before/after transformation: from a painful manual process to a streamlined digital workflow, all thanks to Dasseti. We also incorporated client testimonials and impressive metrics into the visuals to build credibility.
The impact? Dasseti has used these videos on their homepage, in email campaigns, and even at trade show booths (looping on a screen). They report that the videos have significantly improved how they qualify leads, prospects come to sales calls having watched and grasped the basics, which means the conversations can jump straight into specifics. It’s helped position Dasseti as a cutting-edge, but also user-friendly, solution in a competitive fintech niche. And for us at MoovieMakers, it’s been extremely rewarding to function as an extended part of their marketing team, providing on-demand video expertise. (We even have a running joke that our favourite frame in any Dasseti video is the one where all the chaos magically resolves into order, that visual metaphor never gets old!)
Amigo Loans – Building Consumer Trust with Animation
Amigo Loans is a UK-based financial services company known for its guarantor loans product. Their offering was aimed at consumers who might have been declined by traditional lenders, allowing them to borrow money if a friend or family member co-signs as a guarantor. While the concept itself was relatively straightforward, Amigo operated in a segment of the market that historically has faced trust issues (high-interest loans, concerns about ethics, etc.). Amigo wanted an animated marketing video that would explain how guarantor loans work in a simple, transparent manner, and help shed any negative preconceptions by emphasising the responsible, customer-friendly side of their business.
We created an explainer video for Amigo that used a bright, approachable animation style, think friendly characters and a touch of humour, to answer the basic question, “What is a guarantor loan and how can it help you?” The narrative followed a character who needed a loan but didn’t have a strong credit history, and showed how having an “amigo” as a guarantor allowed her to access credit and build her credit score over time. Importantly, the video addressed potential fears: it clearly showed the obligations of the borrower and guarantor, and stressed that this was a way to borrow responsibly (e.g. encouraging viewers to ensure they can afford repayments, etc., which aligns with regulatory guidelines for consumer credit). By visualising the process, money transferring, timely repayments being logged, credit score ticking up, the video made an abstract financial mechanism feel concrete and trustworthy.
The tone was key here: we struck a balance between cheerful and sincere. We avoided any gimmicky sales language and instead used the animation to communicate openness. For instance, whenever a technical term was mentioned, we immediately illustrated it on screen (like a little shield icon popping up next to “guarantor” to signify protection, or a calendar graphic next to “monthly repayment”). This way, nothing felt hidden or glossed over. Everything was out in the open, in plain English and visuals. For a product that some might initially view with suspicion, that clarity was critical.
Amigo Loans used the explainer on their website and social media. It became a cornerstone of their customer education efforts. Internally, the team noted that the video didn’t just attract potential borrowers; it also helped influencers, journalists, and even regulators understand their model better, because it was such a straightforward walkthrough. In an environment where trust is hard won, the explainer video gave Amigo a friendly voice. It essentially said to viewers, “We know you might be unsure about this, so here it is explained simply. We’re here to help, no catches.” That kind of messaging is invaluable in financial services. And as the fintech explainer video examples above show, when done right, an animated video can truly shift perceptions and lead to tangible business outcomes.
Conclusion: Engaging, Educating, and Earning Trust in Fintech
In the fast-evolving fintech arena, clarity and trust are everything. You might have the smartest algorithm or the most innovative app, but if you can’t explain it clearly, and assure customers they can trust it, you’ll struggle to grow. This is where explainer videos come in, acting as the bridge between your technology and your audience. They let you cut through the industry jargon, speak the customer’s language, and build a rapport that text alone often can’t achieve.
We’ve seen how animated explainers can simplify everything from blockchain to digital banking, making complex ideas accessible and even enjoyable. We’ve also seen that they provide a huge trust boost, putting a human face (or a friendly character!) to your brand and walking viewers through new concepts with transparency. In a sector where reputations are built on reliability, such content is not just marketing fluff; it’s foundational. Perhaps that’s why 96% of marketers agree that video is a vital part of their strategy, and why fintech firms from scrappy startups to big banks are investing in video content for both marketing and customer education.
For fintech marketers in the UK and EU, there’s an added bonus: using explainer videos aligns perfectly with the push for better consumer understanding and compliance. Instead of bombarding prospects with technical specs or lengthy T&Cs, you’re offering a warm, clear introduction that engages and informs. It’s a very customer-centric approach to marketing, one that regulators encourage and audiences appreciate. And thanks to the digital nature of animation, you can easily localise videos for different languages or markets, update them as regulations change, and share them across all your channels at the click of a button.
At the end of the day (to use a British turn of phrase), fintech explainer videos help you “make finance simple, and make it stick.” They cut through the noise in a crowded market, often yielding better ROI than traditional content, and they give your brand a distinct voice. Whether you’re explaining an investment app, a new payment service, or an insuretech platform, an explainer video can be the trusty sidekick that turns skeptics into believers and clicks into customers.
If you’re ready to leverage the power of video in your fintech marketing, consider making it a core part of your strategy. As a dedicated animated video production service with extensive experience in financial services, MoovieMakers is here to help you craft videos that not only explain but also enchant. From our real-world results with clients like Semine, Dasseti, and Amigo Loans, to the broader industry stats that prove video’s effectiveness, the evidence is clear: this is one fintech trend that’s here to stay, and it speaks the language of your customers.
So, why not let your next fintech marketing campaign speak in a language everyone understands? With the right explainer video, you can cut through the jargon, tell your story, and win the trust that fuels long-term success. Now that’s a smart move for any fintech marketer.
