Seeds to Harvest: Authenticity Sparks Innovation in Green Fintech

The financial industry keeps money moving, making it an integral part of a thriving economy. As decision-makers, investors and other business professionals have a significant impact on growth—both short- and long-term. And in recent years, climate-conscious startups have begun to use their profit for good by funding solutions that can help the planet heal. 

There’s no denying that climate change is an ongoing issue, if not one of the biggest challenges for present and future generations. Rising sea levels, temperatures, and carbon emissions are just a few symptoms that affect people all over the world. They’re big problems that can only be solved by big changes, making green fintech a necessary move forward.

But what is it, and why is it so important? How are businesses embodying real green values that inspire and drive audiences?

Here, we’ll analyze three companies taking concrete steps to be more eco-friendly—whether by investing in clean energy or reducing carbon—and how they strategically market their industry through authentic webcopy. 

Green fintech paves the path towards a healthier planet.

Fintech is a combination of finance and technology. When blended together, it drives business and sparks digital innovation—automating various financial operations through artificial intelligence (AI), machine learning (ML), big data, and blockchain. 

Green fintech takes it a step further by connecting the world of finance with environmental technology. This allows investors and consumers to use their money for a beneficial cause, usually to help counter the negative effects of climate change. It doesn’t just offer fintech the opportunity to grow and branch out; it has the potential to transform other sectors and make a real difference. 

However, considering that it’s still a relatively new industry, there are a few obstacles that might prevent companies from fully reaching their desired audience.

Marketing a new industry has its share of challenges.

Green, sustainable, eco-friendly—these words have been attached to various products and services to draw in customers who tend to be more environmentally conscious. (Think sustainable fashion, or even sustainable agriculture) In fact, an IBM survey states that more than half (51%) of consumers consider environmental sustainability to be a priority when making a purchase. 

More than ever, people are increasingly becoming aware of their choices and how they affect the earth. They naturally gravitate towards businesses that reflect their values and demonstrate them through measurable action.

There’s a lot of debate surrounding the definition of green fintech and what it looks like for the financial space to become more sustainable. Because of its novelty, companies can take a lot of different directions and lose the ability to market themselves clearly. This breeds ambiguity and uncertainty, potentially leading to consumer disengagement. 

Here’s how 3 green fintech companies strengthen their voice. 

Despite its growing pains, green fintech still remains a viable solution that’s worth investing in—and a few companies are already paving the way. 

1. Trine: Direct and confident, Trine’s About Page explains, “We make it easy for people to invest in solar energy in growing markets. Our mission is to give people a triple return on investment – earn a profit while making social and environmental impact.” With a focus on solar energy, the company invites its audience to make investments that add to their wallet and tackle energy poverty. Its statement uses simple language to describe a more complex process and thoroughly gets its message across: invest in this movement, see desirable results, and help communities across the globe. It’s a win-win for everyone involved.
2. Stripe: As a payment processing platform, Stripe offers users the opportunity to contribute some of their funds to reduce carbon emissions. The website states, “With Stripe Climate, you can direct a fraction of your revenue to help scale emerging carbon removal technologies in just a few clicks. Join a growing group of ambitious businesses changing the course of climate change.”
   Here, Stripe puts an emphasis on collective action. By mentioning “a growing group of ambitious businesses,” it suggests that there are already other participants and that the community is only getting bigger. Any amount of monetary contribution helps with carbon removal—and all it takes is just a few clicks.
3. Atmos: Atmos Financial puts sustainability at the heart of its banking operations. It gives account holders the power to choose where their funds go. Its web copy says, “Atmos measures the carbon impact of your deposits, powered by a portfolio of clean energy assets. Rain or shine, while you sleep or on vacation, 100% of your money will fund innovative technologies and infrastructure that combat the global climate crisis.”
   Atmos makes it easy for people to put their money to good use. Using a clear and reassuring tone, it promises to do the heavy lifting and ensure that their funds go towards a meaningful cause. It strives to build mutual trust that will help corporations and everyday people work together—and solve the climate crisis, one small change at a time. 

When engaging your audience, authenticity goes a long way. 

Authenticity is a raw and honest form of vulnerability. It doesn’t make grandiose gestures or false promises, but presents a down-to-earth, unpolished truth that many appreciate. If fintech businesses truly want to shift gears and go green, they must reconsider their core values and work from the ground up—building a solid, reliable, and inspirational digital presence that resonates with others.

Want to breathe life into a voice that rings true to your brand? MarketSmiths has the formula down. Whether you need financial or technology copywriting, we produce content that humanizes your industry while compelling your audience—and leads to greater growth and impact.

Contact us to get started.