It’s a pervasive idea that reproducing the visual language of credible, established institutions lets new FinTech entrants borrow trust by association. It’s also wrong, and the consequences are real.
Familiarity isn’t reassuring anyone
FinTech customers have, over the last decade, run into all manner of low-trust players dressed in the same polished aesthetic. The reassuring visual cues that once signalled FinTech’s credibility have been hijacked by unscrupulous outfits as a cheap disguise.
Where generic branding might once have read as safely conventional, it now reads as deliberately evasive. Sameness has become the hallmark of a company with nothing much to say for itself, a shrug that leaves the customer with nothing to go on when deciding whether it’s worthy of their trust.
Trust in financial services isn’t built through aesthetic conformity but through demonstrable reliability and a coherent identity. That takes time, and for a weak FinTech, time only increases the odds that its shortcomings get exposed.
At a moment when customers have every reason to approach fintech with caution, messaging that whispers “this could be any FinTech” is a red flag. Customers who can’t tell one FinTech from another aren’t reassured by the homogeneity, it just strips them of any basis to form an opinion, good or bad, which is a poor foundation for a relationship built on money.
Similar by accident
No firm decides, one day, to become generic as a strategy. Product, growth and marketing teams independently optimised toward frictionless onboarding, familiar messaging and low-risk visuals. Because those choices tested well, cleared compliance faster and reassured investors used to recognisable patterns. Individuality got lost across a decade of small, rational decisions. What comes next will happen a great deal faster.
Copy and paste
Generative tools now produce marketing copy and design at a pace no internal FinTech team can match, and they’re doing it by training on a body of content that’s already remarkably homogenous.
Ask any AI model to design a “trustworthy landing page” for the sector and, in an afternoon, it will hand back the same blues, the same reassuring sans-serif type and the same promises of ease and control that already define the sector’s digital presence, because that’s what the training data mostly contains.
Every firm using these tools without creative oversight is baking the same clichés into its marketing at scale. The firms moving fastest to fold AI into their marketing stack may, in practice, be moving fastest toward irrelevance. In 18 months, those who let AI construct their identity may wake up to find they don’t really have one.
Trust your people
This isn’t a problem a better font or a wider colour palette will fix. As AI increasingly shapes what FinTech content looks like, the advantage shifts to firms with a genuinely distinctive identity, one AI can’t replicate.
Executive headshots and stock imagery still have their place. They fill a LinkedIn profile or an investor deck. But a templated one, the same backdrop and the same pose every other firm is using, does nothing to separate one FinTech from the next, and an AI-generated stand-in does even less. What actually differentiates is real footage from real moments: a founder in an actual client meeting, a team at an actual product launch, a conference stand that looks like the people running it rather than a template.
That means treating brand identity as intellectual property worth protecting, and giving marketing and product teams room to choose to look different, rather than defaulting to the safest option every time.
Serge Bejjani is co-founder and CEO of Shootday, a global photo and video production partner providing corporate event photography, event videography, and headshot services for businesses in 150+ cities worldwide.
- Artificial Intelligence in FinTech
- Embedded Finance
- Fintech & Insurtech










