International money transfers play a vital role across the global economy. In fact, global remittances were estimated to be worth over $774 billion in 2022 alone. International money transfer services are part of an enormous global industry that is quickly changing the way businesses and civilians interact with money on a daily basis. They bring financial security to low and middle-income countries at a fast pace, fundamentally altering the global financial landscape. International money transfers also help support people in need such as those affected by the war in Ukraine.
Now, thanks to financial technology, transferring funds across borders is easier, faster, and less expensive than ever before. That said, international money transfers are still quite new to fintech, and audiences need to feel secure in using this technology to transfer money across borders. That’s where strong messaging for fintech startups that offer international money transfer services comes into play.
Companies offering cross-border payments need to reassure clients that their money is safe, secure, and in the right hands—and that they can send money quickly without facing enormous fees.
What’s more, companies need to express all this to an audience of financial laymen using simple and effective wording. If people feel they don’t understand something, they won’t be inclined to use it. So: how can companies facilitating international money transfers perfect their message and tone?
Clear, simple language conveys convenience and security.
Sending money into the ether is still relatively new, especially for international payments. Audiences need to feel a strong sense of trust and security before using a money-transferring service to send funds internationally. Fintech companies that use strong and clear wording help assure clients that their money is safe.
Take Atlantic Money, for example. They specialize in “international money transfers for humans.” Their copy highlights value in a clean, easy-to-understand manner. “Banks don’t charge progressive fees on domestic bank transfers—why should international transfers be any different?” they ask. Having posed the question, they provide the answer: With us, they’re not. Atlantic Money makes it easy and economical to send money internationally with a simple and affordable £3 fixed fee. “Sending money abroad, finally done right. With a flat £3 fee, always the live exchange rate, and an app designed just for you, moving money across borders has never been so easy.” The takeaway here is that transferring funds with Atlantic Money is affordable and convenient—and that comes across with copy that seems effortless.
WorldFirst also uses simple and clear language to reassure audiences about their international money transfer services. WorldFirst inspires readers to “do business like a local” and “connect with the world.” Their web copy highlights the advantages they offer without overcomplicating or overexplaining: “The World Account is designed for cross-border businesses trading in multiple currencies. For importers and exporters, whether you do business on a marketplace, your own website, or offline directly with your trading partner, it’s the hassle-free way to pay and get paid quickly and easily – no overseas address is required.” WorldFirst succeeds with language that is simple, straightforward, and sincere—and speaks directly to the needs and interests of customers.
Make a Statement.
Bold, clear statements that point to specific value propositions are the best way to instantly draw in audiences. Wise, an international banking service opens its website with copy that informs readers without overcomplicating or overexplaining their services. “Money for here, there, and everywhere. 170 countries. 50 currencies. Get the account built to save you money around the world.” Short, cheeky, and to the point, Wise’s copy calls attention to their impressive lineup of currencies without saying anything more (or less) than necessary.
Similarly, Pomelo gets right to the point with direct and mission-driven copy. Their audience has a specific goal, and Pomelo wants them to know straight away that they’re going to help them. “Send money to the Philippines from the USA. Get an amazing rate when you send money with Pomelo. Say goodbye to transfer fees and the hassle of cash pickup.” Pomelo gets right to the point and speaks to the exact desires of readers. “Never pay transfer fees again,” they promise—and for those sending money back home or to relatives, that’s almost a gift.
Bring in social proof.
As outlined in Robert B. Cialdini’s book, Influence: The Psychology of Persuasion, social proof is a potent tactic used to demonstrate trust and credibility across multiple businesses. Cialdini explains that “social proof is most powerful for those who feel unfamiliar or unsure in a specific situation and who, consequently, must look outside themselves for evidence of how best to behave there.” When marketing international money transfers, social proof is extremely useful, particularly because these modern services are fairly new to finance. Many cross-border money servicers recognize the significance of social proof and use it to their advantage.
Wise encourages its audience to “explore the account used by 13 million people to live, work, travel, and transfer money worldwide.” WorldFirst also uses social proof in its web copy. “Businesses like yours trust WorldFirst. Almost 1,000,000 businesses have sent £125bn around the world with WorldFirst and its partners since 2004.” By shining light on the fact “businesses like yours trust WorldFirst,” they instantly connect with readers and quickly show their popularity.
Similarly, Nala, a company that provides affordable international payments to 5 African countries (so far), uses social proof as part of their call to action. “Born in Africa, built for you. Join 50,000+ people who use NALA to send money. Be part of our community by signing up today!”
Demonstrating trust and efficiency is highly important for marketing international money transfer services. Prior to sending money overseas, customers must feel secure and prioritized. They also want to know that you understand why they’re sending money—to support their family, build a business, or give help to those who need it. Don’t underestimate the value of values-driven messaging.
The MarketSmiths team are industry experts, capable of writing copy that connects with audiences around the world and across all walks of life. We understand the industry challenges facing fintech and specialize in engaging readers and overcoming hurdles. Our staff has been all over the world and bring their cosmopolitan perspective to bear on crafting copywriting and messaging that will make an impact—and build trust in your brand.
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