The UK fintech sector continues to attract significant investment, having raised £2.6billion in recent months to become the second highest globally. However, industry experts are warning that many companies are actively undermining their own success through unnecessarily complex communications.
Drowning in jargon
Media relations platform JournoLink has identified a persistent problem across the financial technology sector: businesses are drowning their most compelling stories in jargon, technical language, and convoluted messaging. This communication style is alienating journalists, investors, and stakeholders alike.
The issue arrives at a critical juncture for the industry. While three-quarters (74 per cent) of UK fintech founders are currently leveraging AI to streamline operational processes, this drive for efficiency has not translated to external communications, where press releases remain bloated with unnecessary complexity.
Peter Ibbetson, co-founder of JournoLink, explained the trend: “Our analysis reveals a persistent trend in the fintech sector: businesses are drowning their key messages in jargon and complexity. The most effective press releases cut through the noise with clarity and precision. Fintech companies that simplify their communications don’t just get better media coverage—they build stronger reputations as leaders who truly understand their audience.”
The ripple effect on the ecosystem
The inability to communicate clearly has tangible impacts across the broader fintech ecosystem:
- Journalists: For media professionals covering the fintech beat, overly technical press releases create unnecessary barriers to coverage. Time-poor journalists require immediate clarity on why a story matters, who it affects, and what makes it newsworthy. When companies bury these fundamentals beneath layers of industry jargon, they effectively exclude themselves from coverage opportunities.
- Investors and Stakeholders: In a highly competitive funding environment, clear value propositions can make the difference between securing investment and being overlooked. The ability to communicate complex innovations in accessible language has become a critical business skill.
PR and Marketing Professionals: Teams working with fintech clients are frequently caught in the middle, tasked with translating overly technical briefings into media-ready content. This inefficiency wastes valuable time and resources that could be redirected toward strategic communications planning.
Returning to fundamentals in 2026
The timing of this insight is particularly relevant as the regulatory environment continues to evolve, with a significant focus on fintech regulations expected throughout 2026. Clear, transparent communication will be essential for companies navigating compliance requirements whilst simultaneously maintaining investor confidence and media interest.
According to JournoLink, the solution lies in returning to fundamental PR principles: identifying the core news value, articulating it clearly, and supporting it with relevant context. As the sector continues its rapid growth, the companies that will capture market share are those that can explain what they do, why it matters, and who benefits in language that anyone can understand.