Breaking into the UK Market: Insights from Started PR
Looking to take your fintech brand global? Start by implementing these strategies and positioning your business for success in one of the world’s leading fintech hubs!
Date: 7 March 2025
Author: FINTECH Circle
The UK Market Entry Workshop, hosted by FINTECH Circle, brought together industry leaders to guide fintech startups and international businesses on how to successfully enter the UK market. The session covered key aspects such as regulatory compliance, competitive positioning, and market adaptation.
Among the standout speakers was Kimberley Waldron, CEO of Started PR, who provided an in-depth look at how PR and strategic communication play a crucial role in market entry.
With years of experience helping fintech brands establish credibility and visibility, Kimberley shared practical strategies to navigate the UK market, position brands effectively, and build strong partnerships. Her session emphasized that a well-executed PR and communication plan is just as critical as regulatory compliance and financial planning.
Here are the key takeaways from Kimberley’s insightful talk:
1. Understanding the UK Market Landscape
The UK is one of the most competitive fintech hubs, with a highly engaged audience and an ever-evolving regulatory landscape. Kimberley emphasized the importance of market research, urging businesses to:
- Study competitors and their brand positioning.
- Identify key trends and market gaps.
- Understand cultural nuances that impact customer behavior.
She highlighted that many fintech firms underestimate the importance of market perception, which can significantly affect their ability to gain traction in a new region. Without thorough research, businesses risk launching with messaging that does not resonate with local audiences.
2. Compliance and Regulations Matter
Expanding into the UK isn’t just about having a great product or service—it’s also about ensuring compliance with strict regulations. Kimberley reinforced the need for startups to be proactive in understanding UK business laws, data protection (GDPR), and licensing requirements. She shared examples of companies that faced setbacks due to compliance oversights and emphasized the need to work closely with legal experts before launching.
She also touched on the importance of regulatory communication strategies, explaining how fintech firms can engage with regulatory bodies transparently and position themselves as trustworthy players in the market.
3. Brand Localisation is Key
Kimberley stressed that localization goes beyond language translation—it’s about adapting the entire brand message to fit the UK market. Some key elements include:
- Adjusting tone and messaging to reflect UK customer expectations.
- Aligning PR and marketing campaigns with local fintech trends.
- Being mindful of cultural sensitivities and communication styles.
She shared case studies of brands that struggled due to a one-size-fits-all approach and emphasized the importance of personalized messaging that resonates with UK consumers.
4. Building the Right Partnerships
Strategic partnerships can make or break a fintech company’s expansion into the UK. Kimberley highlighted the value of:
- Collaborating with local fintech influencers and industry groups.
- Engaging PR agencies or consultants who understand the UK landscape.
- Partnering with established players to build credibility faster.
She shared an example of a fintech company that successfully entered the UK market by forming alliances with established financial institutions, which helped them gain trust and accelerate growth.
5. Digital Marketing & Consumer Engagement
The UK market is highly digital-driven, making online presence and content marketing crucial for brand visibility. Kimberley outlined a fintech-friendly digital strategy that includes:
- Leveraging LinkedIn and fintech-specific platforms for brand building.
- Investing in SEO and thought leadership content.
- Actively engaging in fintech forums and online communities.
- Utilising case studies and testimonials to build credibility.
She also highlighted how UK consumers rely heavily on customer reviews and expert endorsements, making reputation management an essential aspect of market entry.
6. Financial Planning for Market Entry
Many businesses fail in new markets due to financial miscalculations. Kimberley emphasized the importance of structuring an entry plan that accounts for marketing, legal fees, and operational costs. She suggested:
- Setting a realistic budget for the first 12-18 months.
- Prioritising PR and marketing spend in high-impact areas.
- Factoring in regulatory approval timelines and associated costs.
Her key message was that success in a new market requires patience, adaptability, and a well-thought-out financial strategy that supports long-term growth rather than quick wins.
7. The Power of Thought Leadership & Media
One of Kimberley’s strongest messages was the role of thought leadership in building credibility. She encouraged fintech founders to:
- Get featured in top-tier fintech publications.
- Speak at industry events and panel discussions.
- Publish insightful content that adds value to the industry.
She explained that earned media (organic press coverage) is far more impactful than paid advertising in establishing credibility. Fintech startups that actively contribute to industry conversations are more likely to gain investor interest and customer trust.
Conclusion
Kimberley’s session at the UK Market Entry Workshop provided fintech startups with a clear roadmap for building brand visibility, credibility, and consumer trust. From understanding the competitive landscape to executing a multi-channel PR strategy, her insights demonstrated that a well-planned communication approach is just as critical as product innovation and regulatory compliance.
For fintech startups looking to expand into the UK, the key to success lies in research, localization, strategic partnerships, and a compelling PR strategy that resonates with the market. As businesses explore opportunities in the UK, applying these strategies can make the transition smoother and increase the chances of long-term success.
About FINTECH Circle
FINTECH Circle is a global platform of more than 260,000+ Fintech entrepreneurs, investors, finance professionals, academic & government representatives, and solution providers. The company launched Europe’s 1st Angel Investor Network providing seed capital to the best fintech startups in the UK.
FINTECH Circle also runs courses, webinars & innovation workshops for finance teams and C-level executives and publishes fintech thought-leadership titles.
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