Builds trust with customers
Being quoted in a national newspaper or a respected personal finance title tells people your brand is credible. That matters when you're asking them to trust you with their money.
Service for financial brands
Digital PR for Finance
Financial PR that earns press coverage, authoritative backlinks and the kind of credibility money can't buy.
In finance, trust is everything.
People don't hand their money to a brand they've never heard of. And search engines are just as cautious, holding financial websites to a higher standard than almost any other sector.
So how does a financial brand earn that trust?
By being quoted in the publications people already rely on. I'm Adam Docherty, a freelance digital PR consultant, and I run digital PR campaigns that aim to get financial services and fintech brands featured by journalists, earning the backlinks and brand profile that help you rank higher.
Every campaign is run by me personally. No juniors, no hand-offs.
5+ Years
Experience
UK
Based
The problem
Why Trust Matters More in Finance Than Anywhere Else
Finance is a tough sector to stand out in.
How Google sees finance
"Your Money or Your Life"
You're competing with established institutions that have decades of brand recognition behind them. Big banks, household-name insurers and comparison sites dominate both the headlines and the search results.
On top of that, Google treats financial content as "Your Money or Your Life". It wants clear signs that a brand is credible before it ranks that brand for anything that affects people's finances.
Good content and solid SEO help. But they rarely close the gap on their own.
That's where digital PR comes in. Coverage in authoritative publications builds trust with customers and search engines at the same time. Every journalist who quotes your experts adds to the evidence that your brand knows what it's talking about.
What you get
What Digital PR Does for Financial Brands
Earns authoritative backlinks
Finance keywords are among the most competitive in search. Backlinks from reputable publications are one of the strongest ranking signals there is, and every link in my packages is a relevant, earned editorial backlink.
Strengthens your expert profile
Regular coverage turns your spokesperson into a go-to voice on money topics. That thought leadership strengthens your brand every time a journalist comes back for another comment.
Improves visibility in AI search
People increasingly ask AI tools for money tips and product suggestions. Those answers often draw on trusted publications, so coverage there can give your brand more chances to be mentioned, though no one can guarantee AI mentions.
An honest caveat: every link is earned editorially through genuine journalist coverage, not paid placements. No specific publication can be guaranteed, and no one controls exactly what AI tools say. Earned coverage improves your chances; it doesn't promise a mention.
Strategies
Financial PR Strategies I Use
Personal finance is one of the busiest beats in the media. Journalists write about money every single day, and they need credible experts to quote.
Expert commentary
This is the heart of my digital PR services. I turn your team's knowledge into clear, useful comment on the money stories journalists are already covering: saving, borrowing, insurance, pensions, the cost of living and more.
Reactive PR
Interest rate decisions, inflation figures and Budget announcements all trigger a rush for expert reaction. I get your comments to journalists quickly, while the story is still live.
Calendar-led campaigns
Finance has a predictable news calendar: the new tax year, Budget day, January money resolutions and back-to-school costs. I plan pitches ahead of these moments so you're ready when journalists start writing.
The finance calendarNew tax yearBudget dayJanuary money resolutionsBack-to-school costs
Spokesperson profiles
In finance more than most sectors, journalists check who they're quoting. A strong author profile for your spokesperson makes every pitch more credible. (Here's why author profiles matter.)
How it works
My Financial PR Process
Financial brands can't just say anything to the press. Comments often need sign-off before they go out, so I build that into every campaign from day one.
Your sign-off, built in
- 1I draft the comment
- 2Your team reviews and approves
- 3Only then is it pitched
Your team makes the call on compliance and regulatory approval. I don't provide financial, legal or regulatory advice, and commentary is written to be factual and balanced rather than to promote financial outcomes.
01. Strategy and keyword focus
I get to know your brand, your customers and your compliance requirements. I also look at which pages and keywords need the most help in search, so every placement does a job.
02. Commentary and story creation
I draft expert commentary and angles around the stories journalists are covering. Everything is written to be factual and balanced, and it goes to your team for approval before any pitch goes out.
03. Journalist outreach
Once comments are approved, I pitch them individually to journalists at personal finance, business and trade publications. Fast approvals mean faster outreach, which matters with reactive stories.
04. Reporting
You'll see exactly what each PR campaign earned. I split results into high tier coverage, which counts towards your guaranteed links, and other coverage, such as syndicated stories. I'll also track backlinks, ranking movement and referral traffic.
Consultant vs agency
Why Choose a Consultant Over a Digital PR Agency?
A financial PR agency will usually pitch you with its senior team, then hand the day-to-day work to someone more junior.
With me, there's no hand-off. I write and pitch every comment myself, so the person who understands your brand and your compliance process is the same person talking to journalists.
The bigger picture
How Digital PR Fits Your Wider Marketing
Digital PR isn't a replacement for your SEO or digital marketing. It strengthens them.
Every piece of coverage can be reused across your website, emails and social channels. A line like "As featured in" next to your products is a simple trust signal for cautious customers.
I don't run influencer campaigns, which come with their own strict rules in finance. But I'm happy to work alongside your in-house team or other agencies, so your link building, content and PR all pull in the same direction.
Who I work with
Financial Brands I Work With
My financial PR work suits a wide range of financial services businesses, including:
Insurance providers and brokers
Fintech companies and money apps
Lenders and credit providers
Wealth, savings and investment platforms
Accountancy and tax firms
Mortgage brokers and advisers
Results
Results
Financial services experience
I've run expert commentary campaigns for a pet insurance brand, earning both regional and national coverage in a heavily regulated sector.
Cross-sector example
110
total live placements from a 5-link order, for a bathroom retailer
And here's what one campaign can achieve.
For online bathroom retailer Bella Bathrooms, a minimum order of 5 high tier links turned into 110 total live placements across major UK titles.
This is a historical retail result, shown to demonstrate my campaign approach. It is not a finance result or a forecast for your campaign.
Read the Bella Bathrooms case studyPricing
Digital PR Packages for Financial Brands
Simple, link-based pricing. Every package is run by me personally.
5+ Links
£2,200
Best for: Smaller and growing financial brands
Enquire now15+ Links
£6,600
Best for: Established financial services firms
Enquire now25+ Links
£9,500
Best for: Highly competitive markets, such as lending and insurance
Enquire nowEvery package includes:
- Relevant earned editorial backlinks
- Bespoke outreach strategy
- Journalist-led story creation
- A guaranteed minimum number of links
Links are earned editorially, not bought as paid placements. I guarantee the minimum number of links in your package (5, 15 or 25), but not coverage in any specific publication or mentions in AI tools.
FAQs
FAQs
Yes. Expert commentary works well for regulated brands because it's factual, useful and easy to approve. I build your sign-off process into every campaign, so nothing goes to a journalist without your team's say-so. Your own compliance team remains responsible for regulatory approval.
Financial websites are held to a high standard by search engines. Backlinks and brand mentions from authoritative publications are strong signs of credibility, which helps you compete for competitive finance keywords.
Yes. Fintech brands often need to build trust quickly to compete with established institutions, and digital PR is one of the best ways to do it.
Most coverage comes from personal finance, consumer, business and trade publications, depending on your audience and the stories you can comment on. No specific publication can be guaranteed.
I guarantee the minimum number of links in your package. I can't promise a particular journalist will run a story, but if a campaign falls short, I keep going until the minimum is met.
You work directly with me from start to finish. No account managers, no juniors and no long retainers.
Ready to Build Trust in Your Financial Brand?
Your customers want proof before they hand over their money. So do search engines.
Digital PR gives them both.
- That's how you earn credibility.
- That's how you earn the links.
- That's how you rank higher.
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