The Future of Trade Media: Lessons from Fintech Insider’s success 

Trade media is in a tricky spot, but some publications have cracked the code

The trade media landscape has transformed over the past decade. Publications and podcasts have multiplied, while platforms like Substack and LinkedIn newsletters have transformed media creation, allowing sector influencers to build their own audiences. 

Yet this growth comes amid significant challenges. We’ve seen significant closures, hiatuses and downsizing across sectors, including tech and fintech trade media, with notable names being TechCrunch and Digital Frontier. More than ever before, there’s pressure for trade media to monetise and differentiate. Communication teams also face increasing hurdles securing editorial coverage as journalists become stretched thin or publications shift to pay to pay play models. 

This isn’t a zero-sum game, however. Brands and trade media need each other to survive the next decade, and some have figured out how to make this partnership work brilliantly. 

Celebrating success  

Recently, the Boldspace team joined supporters of the 11:FS Fintech Insider podcast for a special edition of their After Dark event to celebrate 1000 episodes. When the hosts first picked up the mic in 2016, fintech was an entirely different landscape. Stablecoins were a mere whisper, and open banking was in its infancy.  

Since then, dozens of CEOs and subject matter experts have taken to the hot seat to share insights on the latest trends and launches. But what has made Fintech Insider such a sustained success? And what lessons can other trade media and communications teams take? 

Creating a community of contributors 

What sets successful fintech publications apart isn’t just their content strategy, it’s their focus on building communities where top contributors become invested stakeholders. 

The former CEO of Fintech Wales, Sarah Kocianski, who has appeared on 322 episodes, perfectly summarised this with her origin story at the celebration event. Sarah recorded her first episode with the team over a bottle of wine and came home to a message from the host inviting her to work with the team on a more regular basis. 

Her journey from one-time guest to regular contributor shows how these relationships can evolve organically when there’s real value and passion for the subject matter on both sides. 

For PRs the lesson is clear. We should be encouraging spokespeople to embrace regular opportunities with their respective trade publications, which have a direct line into their ecosystem.   

There is also an art to landing these opportunities- ad lib insights and authenticity go a long way over scripted conversations prepared ahead of time.  

When spokespeople become regular voices in trade publications and podcasts, they’re not just securing mentions of their companies to build brand awareness, they’re helping shape the narrative of the industry itself. 

Going beyond run of the mill stories 

The panel’s conversation around Starling’s rebrand (spoiler alert: they’ve dropped the “bank”) spotlighted a challenge facing both media and the companies they cover – how do you move beyond surface-level news announcements to explore deeper implications? 

Thriving trade publications and podcasts understand this nuance. They don’t just report on product launches or funding rounds, they explore the underlying questions about consumer behaviour, leadership in organisations, regulatory implications and long-term market dynamics that companies themselves are still working through. 

This approach benefits everyone. Publications get richer, more engaging content for their dedicated (and clued up!) audience, while companies gain platforms to share insights that position them as a thought leader.  

Long term impact  

The future of trade media will look different in the next decade, especially with the rise of AI and shifting consumption habits, but the recipe for success will broadly remain the same. Success will come from genuine connections, where both sides invest in building something valuable for their shared community, rather than chasing short wins.  

Listen to the 11:FS Fintech Insider podcast and stay up to date with their events here. 

Maliha Reza, Senior Account Manager