FinTech product positioning: master your growth strategy

For most people, if they had to name the single most valuable thing in their product business, it wouldn’t be recognition or a sudden spike in numbers. It would be consistent improvement across all areas — and, as a result, steady revenue growth.

Growth can take many forms and move at different speeds — slow, fast, almost invisible, or aggressive. What matters is who decides the pace and whether you’re in control of it.

To avoid drifting and being pushed around by market forces, you need to connect with reality: see your audience clearly, understand the alternatives they’re considering, know the market you’re in, and recognize your place within it.

At Goodface Agency, we bring fintech positioning and GTM strategy consulting to help you gain that clarity and control.

Identify who benefits the most

Clarity starts with knowing who you’re actually best for. Not who you want to work with, and not whoever looks like “a big opportunity.” Focus on the people who genuinely get the most value from what you do — and who can benefit from it consistently.

1. Reverse-engineer success stories

• What were these customers doing before they found you?
• Which alternatives did they consider — and which did they ignore?
• Why did they choose you?

2. Look beyond competing products: often your real rival is a spreadsheet, a manual workaround, or simply doing nothing.

3. Validate with real conversations: patterns emerge through feedback, hands-on work, and field research, not dashboards.

Test different segments, but be clear on what you’re testing and what you expect to learn.

Develop and refine your offering

Once you’re clear on who benefits the most and from what, the next step is to shape how you’ll deliver that value.

• Communication: messaging that truly resonates
• Product: core functionality that solves a real problem
• Support: easy, reliable help when users need it
• Pricing: aligned with both customer value and profitability
• Consider fintech value proposition design service to fine-tune your messaging

Form hypotheses and test them in sales and marketing. Emphasize different parts of your offer to see what gains traction. Always balance customer value with business viability — you can price low early on, but know when and how you’ll adjust. This stage naturally feeds into any fintech market entry strategy service you might engage.

Define & articulate your market position

Positioning answers one question: why should someone choose your product? To make it stick, you need:

1. A clear category or frame of reference. If you don’t define what you replace, prospects will — and probably get it wrong.

2. A simple positioning statement:

3. Both rational and emotional appeal:

• Rational: features, ROI, reliability
• Emotional: trust, clarity, confidence

4. A consistent brand voice that matches how your audience thinks and speaks.

For a deeper dive, join our product positioning workshop for fintech, where we work through your unique message together. Positioning works best when founders, leadership, and customer-facing teams collaborate so everyone shares the same story.

Let’s look at an example

For businesses handling high-volume transactions who need a reliable and scalable payment infrastructure, Corefy is a payment orchestration platform that unifies multiple payment providers into a single integration. It offers a centralized dashboard, automated routing, real-time analytics, customizable workflows, and secure payment processing.

Unlike piecemeal solutions or manual reconciliation processes, Corefy ensures smoother operations, higher conversion rates, and reduced operational overhead.

Prioritize and focus

With your offer and position set, decide what to do — and when:

• Start small: pick one or two reliable acquisition channels before scaling. After this phase, move to go-to-market plan development for fintech startups to launch effectively.
• Build focus systems: regular check-ins, shared context, fast feedback loops.
• Avoid premature expansion: spreading too thin kills clarity and momentum.
• Reinforce clarity continuously as customers move from discovery to evaluation to adoption.

Final thoughts

Sustainable growth boils down to clarity and intentional action: doing the right things for the right people in a way that’s both valuable and viable.

Key takeaways:

• Know who benefits most and why
• Design offers around real market insights
• Articulate a clear, differentiated position
• Focus ruthlessly and reinforce clarity over time