There’s a common expectation that PR should deliver immediate results. But the fintech and regtech companies that build lasting market profiles aren’t chasing a single big hit – they’re committing to a sustained programme that compounds over time. Thought leadership builds credibility. Credibility builds authority. Authority is what turns journalists, prospects and investors into people who come to you.
We’ve achieved this with eflow, a regulatory technology provider in the trade surveillance and compliance space. Since partnering with eflow in 2023, we’ve helped build a sustained market presence through a combination of product announcements, customer stories, partnerships and thought leadership.
Over the last ten months, we’ve continued to build eflow’s profile with a series of campaigns designed to position the company at the forefront of conversations around AI, market abuse and regulatory change. Here’s how we built that momentum – and what it tells other financial technology companies about what’s achievable through strategic PR.
Lead with growth, not just product
One of the first major milestones in this period was a momentum release. Rather than promoting eflow’s standalone product updates, we paired the launch with a wave of senior leadership hires and positioned eflow’s growth as part of a broader industry shift towards more advanced surveillance technology: a 26% increase in client base, 140+ institutions, 230+ active deployments.
A product update on its own is rarely news. A company update that demonstrates momentum gives journalists a bigger story to tell, and gives the market a reason to pay attention to what comes next.
Build credibility through customer and partnership proof
Momentum stories earn attention, customer validation earns trust. We developed a campaign around Finalto’s selecting eflow’s technology to consolidate its trade surveillance and best execution processes, turning a customer win into a broader market story. We secured nine pieces of coverage, including FinanceFeeds and Finance Magnates, while providing credible third-party validation of eflow’s platform.
Further customer and partnership announcements reinforced this narrative. Its integration into Iress’ technology stack extended eflow’s reach across a client base of over 10,000 businesses and 500,000 users globally, while Greenwich Dealing selected eflow alongside xyt to strengthen its execution oversight. These stories demonstrated eflow’s growing role as a trusted compliance technology provider across the financial services ecosystem.
Build toward a flagship moment
Product news, customer proof and expert commentary on industry issues like AI explainability all built momentum toward eflow’s biggest annual moment: its Global Trends in Market Abuse and Trade Surveillance Report. This proprietary research surveyed hundreds of senior compliance decision-makers worldwide. Original data gave journalists evidence, not just opinion, and we secured 12 pieces of coverage across titles including FinTech Global, RegTech Analyst and TabbFORUM.
The results
This approach generated over 100 pieces of coverage in those ten months, across trade, fintech and regtech media, including Traders Magazine, FinTech Global, RegTech Analyst, FinanceFeeds, Financial IT and BusinessCloud.
But the bigger shift wasn’t quantity – it was trade quality. Early coverage focused on building awareness through product launches, partnerships and company news, alongside commentary from eflow’s leadership team. Over time, this helped establish CEO Ben Parker and other eflow leaders as trusted experts on topics including AI, market abuse and regulatory change, leading to thought leadership opportunities in titles such as Tech Funding News, Finextra and WatersTechnology.
If you’re building a fintech or regtech company and want to build the same kind of momentum, email hello@thecommsco.com.
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