H2 2025: PR challenges and opportunities for APAC fintechs
The APAC fintech landscape continues to move at pace. As one sector matures, another is developing and innovating. But as the industry evolves, so too are the challenges and opportunities facing PR teams. To stay visible and relevant, fintechs must rethink traditional PR playbooks and embrace new approaches that reflect today’s fragmented media ecosystem, evolving search behaviours, and heightened demand for demonstrable value.
Fragmentation of attention
Traditional outlets are no longer the only places to find industry news, as independent content creators proliferate across channels like podcasts, social media and Substack. Although some opportunities may have smaller audiences than traditional outlets, they often allow for a much richer (and product-oriented) conversation. Organisations must recognise this shift and adjust their strategies accordingly to capture attention through these new channels, as well as the traditional ones.
Competing with newer narratives
Not every fintech can be at the leading edge of innovation, particularly those operating in mature product categories or contending with smaller R&D budgets due to economic pressures. While this can make it harder to secure earned media, these companies can still build visibility through thought leadership that moves beyond product narratives. By engaging with timely issues such as shifting industry trends or upcoming regulatory changes - and by encouraging spokespeople to offer a distinct perspective - they can remain relevant and credible in the public conversation.
Staying visible as AI redefines search
AI is rapidly reshaping organic search, with fewer users clicking through to websites and more staying within platforms like Google, or simply searching through platforms like ChatGPT, Perplexity and Claude. Instead of scanning multiple links, users increasingly expect direct, contextual answers. Although reports of AI destroying traditional search are overblown, the direction of travel is clear.
For brands, this shift demands a rethinking of PR and marketing strategies - prioritising high-quality, structured content that AI can easily interpret and surface. Messaging should be clear, consistent, and aligned across owned and earned media. Additionally, thought leadership and authoritative third-party mentions will become even more valuable, as AI tools favour trusted sources when generating responses and recommendations.
Demonstrating value amidst budget uncertainty
Linking actions to business impact has long been a challenge for PR teams. Traditional success metrics such as article count, potential reach, and page impressions are no longer sufficient, especially as companies become more cost-conscious and compare PR efforts to digital marketing channels with clearly measurable ROI.
While technology will play a key role (strong growth is forecast for AI-powered PR analytics software), PR strategies must evolve as well. The most effective PR teams will expand their focus beyond traditional outlets, tapping into newer media to boost visibility. They will also break down internal silos across digital, marketing, creative, and social teams to amplify PR content across owned channels and drive stronger, more integrated outcomes.
Almost two thirds of web searches end without any click, according to Bain & Company research released earlier this year. With the growth of AI searches and summaries, we’re rapidly entering an era where people don’t scroll through ten blue links on Google. Instead, they ask a question and get one answer. So how do you get AIs to include your brand?
