You’re publishing regularly, the formatting’s clean and SEMrush says you’re doing everything right, but no one’s reading anything you’re writing.

If you’re not getting any leads or traction, just a slow trickle of impressions, you’re not alone. Most fintech blogs are written to tick a box, rather than to connect with buyers. They’re predictable and say just enough to fill the word count without saying anything new. And since fintech buyers have seen it all before, they’re closing your website tab without reading on.

If you’re spending time and money on a blog that’s not converting or even being read, it’s time to rethink what you’re publishing and more importantly, who it’s for.

Here’s why fintech buyers are tuning out, and what to do instead if you actually want your blog to work.

Why fintech buyers aren’t reading your blog

Here are five reasons fintech buyers aren’t reading your blog.

You’re writing for keywords, not people

Most fintech blogs are written backwards. The brief starts with a keyword, then stretches out into 800 words of filler. But your buyers don’t care about search terms, they care about their challenges, blockers, and goals.

When a post reads like it was created for Google, not them, they tune out, so even if it ranks, it won’t convert. Writing for algorithms instead of actual decision-makers is the fastest way to lose relevance and credibility.

Your headlines aren’t doing any work

Your headline is often the most important thing, if not the only thing, standing between someone clicking and someone scrolling. If it’s vague or too safe, it won’t land.

Fintech buyers want specificity, they want to know exactly what they’ll get from the post and why it’s worth their time. A boring headline isn’t just forgettable, it tells your audience the content probably isn’t worth the click.

It’s too safe to say anything useful

Fear of compliance is real, but when it turns your blog into a stream of cautious generalities, you’re not protecting your brand, you’re diluting it. Fintech buyers don’t want another soft piece that says the same thing as every competitor. They want perspective and clarity. Playing it safe might feel like the low-risk option, but in a market full of sameness, it’s the quickest way to be ignored.

It’s not written by someone who knows the space

You can spot it in two lines—a post that explains basic concepts your buyers already know, or worse, gets the terminology wrong. Fintech buyers don’t have time to translate vague copy or read around the BS to find the insights. If your content wasn’t written by someone with fintech context, it shows, and it costs you trust. Generalists can get words on a page. Experts create content that drives sales.

It has no clear next step

Even when the content is good, most fintech blogs fall short. If your reader does enjoy the piece, but there’s no CTA, no internal links, no sense of what happens after the reader gets to the bottom of the post, they’re left with nowhere to go. You’ve earned their attention and done nothing with it. That’s a missed opportunity.

Ready to make your blog worth reading?

You don’t need to publish more content, you need to publish better content. Content that understands your buyer, respects their time, and actually helps your sales team close. That’s what we do.

At Fintech Content, we write blogs that don’t just rank, they resonate, drive leads, and facilitate growth. We work with fintechs across payments, SaaS, regtech, and beyond to create content that’s sharp, compliant, and aligned with your pipeline goals.

Book a call and let’s turn your blog into the sales tool it was meant to be.