The APEX Index 2023: FinTech | Transmission

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.

RANK

BRAND

SCORE

01

131.84

04

126.97

07

124.83

10

122.67

13

118.94

16

117.48

19

116.81

22

114.32

25

113.09

28

111.00

31

108.49

RANK

BRAND

SCORE

02

130.57

05

125.63

08

124.68

11

120.46

14

118.94

17

117.21

20

116.80

23

114.19

26

112.59

29

110.88

RANK

BRAND

SCORE

03

127.75

06

124.88

09

123.10

12

119.13

15

117.57

18

117.20

21

115.84

24

113.15

27

112.56

30

109.25

RANK

BRAND

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.

SHORTLIST CRITERIA

An initial list of organisations was selected according to baseline criteria of annual revenues of over €25M/US$25M, more than five years’ trading, and headquarters or significant operations in Europe or North America.

A second qualification stage analysed organisations’ current growth and future potential based on financial results and demonstrable progress towards geographic expansion, innovation, or M&A objectives.

Of the 180 brands initially included, only those that received a minimum of thirty completed responses from our B2B buyer participants qualified for inclusion in the final index.

SURVEY PARTICIPANTS

1,200 respondents were recruited by our independent research partner, Savanta, from proprietary business panels via online and mobile channels.

Within each of the four verticals, we surveyed 300 C-Suite, Director, or VP-level decision makers responsible for purchasing vendor solutions. Of the 1,200 respondents, half conducted business in North America and half in Europe.

All responses were provided anonymously in May 2023.

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.