Halfway through 2026, Kimberley Waldron, founder and managing director of Started PR, sees fintech moving into a more practical phase.
AI is still everywhere, but the focus is increasingly on where it is genuinely improving fraud prevention, customer experience and data analytics, alongside renewed investment and greater international ambition across the sector.
Kimberley also looks at how fintech PR is changing with it. In a market crowded with companies making similar claims, founder experience, expert opinion and strong earned media can give businesses something more distinctive to say.
She explains why those human voices are gaining importance in both traditional media and AI search, and why fintech needs to get beyond repeating the same industry talking points and show where it is making a real difference.
Watch Kimberley at Money20/20 Europe 2026
