The rise of non-traditional channels:
More financial services stories are being told through non-traditional media channels. Whether it’s a newsletter from an industry insider, a podcast with deep-dive interviews, or a LinkedIn post from a respected voice, these platforms are earning real attention, and it’s clear that traditional media outlets are no longer the only ones shaping the industry narratives.
This shift is being driven by a few key trends. Layoffs and budget cuts have pushed some journalists to go independent, while fintech leaders are building loyal followings by launching their own platforms. At the same time, audiences want to consume news on their own terms, with 54% of Americans getting at least some of their news updates from social media and more people than ever listening to podcasts.
For financial brands, this is a call to rethink your media relations strategies. Sticking to the old media playbook could mean getting left out of the conversation. These emerging channels often come with a higher bar for entry—coverage is significantly tougher to earn, and pitching requires a more thoughtful, nuanced outreach approach. But the impact is worth it. The companies that tap into these newer channels will build deeper credibility, reach the right stakeholders, and stay relevant.
Why does non-traditional media matter in financial services?
Reach the right audience, not just the biggest one:
Visibility isn’t just about reach—it’s about relevance. Non-traditional media channels attract a specialized, highly engaged audience.
Instead of chasing the biggest outlets or focusing on UVM alone, financial services brands can tap into these specialized channels to reach decision-makers and other professionals who are genuinely invested in the space—not just passive readers skimming headlines.
Earn credibility that can open bigger doors
These outlets are run by industry experts, former journalists, or insiders with years of experience. Their focus on sharing deep insights and analysis makes them a valuable and trusted source for industry knowledge.
As a result, their readers often include mainstream reporters who pay attention. Many journalists at top-tier outlets follow these sources for insights, trend-spotting, and potential story leads. A well-placed newsletter or social media mention can put a brand on those reporters’ radars, potentially opening the door to top-tier coverage opportunities in the future.
It’s also important to understand that many of these influencers operate within the same ecosystem. They follow each other and often share and engage with each other’s content. So, if one influencer features your brand, there’s a good chance other creators in the space will see it, too, helping put your brand on their radar.
Traditional and non-traditional media coverage are a powerful pair
Traditional media still matters, but it’s no longer the whole picture. The most effective financial services PR strategies aren’t about choosing between traditional or non-traditional media—it’s about knowing how to leverage both. To do so effectively, brands must understand what these channels are and how to reach them.
Let’s take a closer look at three non-traditional media channels gaining traction in financial services.
1. The rise of newsletter platforms in financial services media
Newsletters have become an important channel in the financial services media landscape. Platforms like Substack, Beehiiv, and Medium have empowered journalists, analysts, and creators to build and even monetize their own channels, cutting through the noise and delivering targeted content directly to highly engaged audiences.
This shift has been particularly powerful in fintech. Creators like Alex Johnson (Fintech Takes), Jason Mikula (Fintech Business Weekly), and Nicole Casperson (Fintech is Femme) have built strong followings by delivering deep industry insights and breaking down fintech trends. Whether it’s Johnson’s or Mikula’s trend breakdowns or Casperson’s mission to provide industry insights while elevating diverse voices, each offers its own unique lens. Readers subscribe for their in-depth reporting, expert takes, and analysis they can’t get anywhere else.
As a result, many of these newsletters are shaping industry conversations. For financial services brands, being mentioned, quoted, or featured in one of these newsletters can greatly enhance their visibility and credibility.
2. Why podcasts matter for financial services thought leadership
Podcasts have become a go-to channel for thought leadership in financial services. They give companies a unique opportunity to share their perspective in an authentic, conversational, and impactful format. The longer-form nature of podcasts allows for deeper storytelling, giving speakers space to unpack complex topics and shape their narratives with audiences who are genuinely invested in the industry.
And interest in this channel is only growing. Global podcast listeners reached 548 million in 2024, and the numbers are projected to hit 630.9 million by the end of 2025. Fintech-focused podcasts are also gaining serious traction. Shows like This Week in Fintech (TWIF) has become a widely followed resource for fintech news and trends, while Fintech Cowboys has been making waves with its analysis of the evolution of banking. These platforms attract engaged listeners, including decision-makers, investors, and journalists seeking deeper industry knowledge.
But landing a podcast spot is just the first step—podcasts are a content goldmine, and there are many ways to repurpose the material across multiple channels. For example, brands can share key takeaways on social media, clip soundbites for their website, and use podcast appearances to build up a thought leader’s speaking profile. A well-leveraged podcast feature will continue to drive engagement long after the episode airs.
3. How social media influencers are shaping financial services media
Some of the most influential voices in financial services are building robust followings on LinkedIn, YouTube, and X. For example, Simon Taylor, the founder of Fintech Brainfood, has more than 80,000 LinkedIn followers and has earned a reputation as one of the most trusted voices in fintech.
What sets these creators apart is their approach. Rather than just sharing headlines, they break down complex topics with their own opinions. As a result of their growing impact, many of these influencers have become regular fixtures at industry events and are also monetizing their expertise by collaborating with brands on sponsored content and strategic partnerships.
As more people turn to social media for news, financial services brands need to take these voices seriously. Engaging with influencers in an authentic, strategic way can help get your company on their radar. And it’s not just about one platform. Many of these creators run newsletters, podcasts, and blogs through a multi-platform strategy that complements their social presence.
Placing your brand in non-traditional media outlets
As the media landscape evolves, so do the methods for effectively garnering inclusion in emerging outlets. While some newsletters can be pitched like traditional media outlets, it can be much more challenging to secure coverage. The writers are typically focused on deep dives around select hard news, up-and-coming startups, and the most interesting news of the moment. When pitching, always highlight what you know, not what you sell: this isn’t the place for product pitches. Remember that these writers aren’t shy about sharing their opinions. Choose your words wisely and ensure that your pitch presents a well-thought-out story with substance and clarity.
When pitching podcasts, hosts want guests who can share something unique: industry trends, lessons from the field, or their future-looking analysis. Choose a spokesperson with a clear perspective who can converse and articulate complex ideas well.
The bottom line is that reaching certain influencers’ newsletters or social channels will require a thoughtful and targeted approach. Organic relationships pursued via shared speaking opportunities, reciprocal information sharing or partnerships on things like original research can lead to a natural inclusion in these influencers’ content. There are also sponsored options in some of these channels, which can make sense when reaching that influencer’s incredibly targeted audience is a priority.
Rethinking the media playbook
Newsletters, podcasts, and social media influencers are central to how financial services stories are being shared today. Traditional media is still essential, but what’s important now is incorporating both into your PR strategy. By showing up in non-traditional spaces, brands can connect with more engaged audiences, tell their stories on their own terms, and earn trust along the way.
