Trust in financial services has been climbing back since the 2008 crash, but it’s still fragile. Edelman’s 2025 Trust Barometer put global trust in financial services at 64%, a two-point rise on the year before, yet the sector still sits near the bottom of the seventeen industries it tracks.
For a business selling something as intangible as advice, planning or embedded finance support, that gap matters more than most marketing metrics. Content is one of the few levers you can actually pull to close it, and it’s cheaper and slower-burning than most of the alternatives.
1. Explain the mechanics, not just the benefits
Most financial content stops at what a product does for the customer and skips how it actually works. That’s a missed opportunity. If you offer a pension transfer service, a blog post walking through the real steps, timelines and fees involved will do more for trust than a page of testimonials ever could.
People already assume financial products are supposed to help them. What they’re short on is a clear picture of the process, so give them one.
2. Write for the moment of doubt, not the moment of interest
Someone reading your content about business overdrafts or fractional finance support usually isn’t in a buying mood.
They’re checking whether you’re credible before they’ll even take a call. Fin-House, which builds embedded fractional finance teams and CFOs for growing companies, publishes detailed breakdowns of what each tier of support actually involves and what it costs, rather than vague claims about “financial clarity.”
That specificity does more to reassure a founder weighing up the decision than polished copy ever will.
3. Show your regulatory homework
The FCA’s Consumer Duty puts a legal obligation on firms to help customers understand what they’re buying, not just avoid misleading them.
Content built around that standard, plain language, real numbers, honest caveats, tends to outperform content built purely for persuasion. If a claim in your marketing wouldn’t survive a compliance review, it probably won’t survive a customer’s scrutiny either.
4. Use real numbers, even inconvenient ones
Vague claims like “significant savings” or “market-leading rates” read as filler to anyone who has been burned by financial marketing before.
Publishing your actual fee structure, average turnaround times or a worked example with real figures signals you have nothing to hide. It’s a small thing, but it’s the kind of detail that gets screenshotted and shared internally at a prospect’s company before they ever speak to your sales team.
5. Keep showing up after the sale
Trust-building content doesn’t stop once someone becomes a client. Regular, useful updates, on regulatory changes, market shifts, or simply how their account is performing, remind existing customers why they chose you and give them a reason to refer others.
Financial businesses that only publish acquisition content are leaving half the value on the table, since existing clients are cheaper to keep than new ones are to win, and a well-informed customer is far less likely to churn over a misunderstanding.
This doesn’t need a huge marketing budget. It needs specificity where competitors default to vagueness, and enough patience to let that consistency compound over months rather than