B2B Brand Health: The Fintech APEX Index

Revealing the awareness, perceptions, and experiences of real buyers assessing B2B brands.

INTRODUCING THE FINTECH MARKET

Fintech brands in B2B are shaped by a strict regulatory environment and a market filled to the brim with competing products and solutions. Smartphone adoption and regulatory changes over the past two decades have propelled digital banking, investment, and payment systems into the mainstream. But with rocketing levels of innovation in such a business-critical area come certain complications.

Customers have high expectations of their fintech providers and expect them to clearly communicate their credibility in navigating complex regulatory and technology landscapes. Quality experiences and the delivery of promises across the brand journey are expected as standard. And where the majority of digital-native brands have the edge in agility and technology, they may lack the reputation of more established financial institutions moving into the fintech arena.  

While this sector has much to be wary of, high risks are met with potentially high rewards. Businesses that can balance credibility and agility with carving out a distinct niche can look forward to success in a fast-growing market. So, how do B2B fintech brands fare across Awareness, Perception, and Experience? Find out below.


FINTECH APEX INDEX

Brand health scores (out of a possible total of 160) are an average of all those provided by survey respondents across awareness, perception, and experience (APEX) metrics. More information can be found in the methodology.

Scroll down to see where each brand ranked

RANK
BRAND
SCORE
01
AvidXChange
131.84
04
Planful
126.97
07
Bluevine
124.83
10
Kyriba
122.67
13
Funding-Circle
118.94
16
Tegus
117.48
19
PaymentCloud
116.81
22
Taulia
114.32
25
Revolut
113.09
28
Tipalti
111.00
31
Stripe
108.49
RANK
BRAND
SCORE
02
PayPal
130.57
05
Nav
125.63
08
Robinhood
124.68
11
Fiserv
120.46
14
Monzo
118.94
17
TransferGo
117.21
20
Starling-Bank
116.80
23
Qred
114.19
26
Square
112.59
29
Adyen
110.88
RANK
BRAND
SCORE
03
Plaid
127.75
06
Bakkt
124.88
09
Finastra
123.10
12
Avaloq
119.13
15
Enfuce
117.57
18
OnDeck
117.20
21
Epassi
115.84
24
Saxo-Bank
113.15
27
Klarna
112.56
30
Nexi
109.25
RANK
BRAND
AvidXChange
PayPal
Plaid
Planful
Nav
Bakkt
Bluevine
Robinhood
Finastra
Kyriba
Fiserv
Avaloq
Funding-Circle
Monzo
Enfuce
Tegus
TransferGo
OnDeck
PaymentCloud
Starling-Bank
Epassi
Taulia
Qred
Saxo-Bank
Revolut
Square
Klarna
Tipalti
Adyen
Nexi
Stripe

IS YOUR BRAND IN THE APEX INDEX?

Featured brands can receive a FREE personalised report breaking down the results of their APEX Index score in full. Discover how many B2B buyers in your industry are aware of and familiar with your brand, as well as their honest perceptions across seven Brand Virtue indicators that include brand trust, compassion, and distinction.

Each report also dives into your level of brand consideration and advocacy in the market in addition to whether your future buyers are engaging with you through social media, content, or other marketing channels.

Request your complimentary personalised brand health report today.

EXPLORE THE OTHER VERTICALS

DOWNLOAD THE B2B BRAND HEALTH:
THE APEX INDEX 2023 REPORT

OUR METHODOLOGY

B2B Brand Health: The APEX Index 2023 ranks the brand health of B2B businesses operating in four high-growth vertical markets: cybersecurity, fintech, renewables, and supply chain and logistics technology. B2B buyers were surveyed on their perceptions of a pre-selected list of organisations, with the results scored to demonstrate individual brand health in addition to an overall ranking.

APEX_Individual Report Mockup_Crop

KEEN TO KNOW MORE ABOUT THE SCORES?

Brands in the Fintech APEX Index can discover levels of awareness and perceptions across our seven Brand Virtues, and buyers’ brand experiences. In personalised brand health reports, we’ve analysed brand performance to guide future brand strategy and resource planning. Request your report.

ABOUT TRANSMISSION

Transmission is the world’s largest independent global B2B marketing agency. Our award-winning, full-service offering combines data-driven intelligence, innovation, and creativity across brand, demand, and sales, enabling us to craft powerful, behaviour-changing marketing that drives business performance.

Our team of B2B brand strategists draw on customer insight and the principles of behavioural science to inspire memorable propositions grounded in emotional truths and authenticity: building brands that deliver impact now and into the future.

With offices in eight countries worldwide, Transmission has the global agility and experience to help B2B brands drive the now and define the next.

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