UK Fintech Is Pivoting East

Let’s start with the obvious: the UK punches well above its weight in fintech. Despite a 25% drop in investment last year, we’re still the second largest fintech market globally, and a serious contender when it comes to innovation, talent, and trusted regulation. 

In other words: UK fintech still slaps.

Traditionally, the playbook has been simple. Start in the UK. Scale. Then get gobbled up by a US investor or land a strategic acquisition deal stateside. 
It’s not a bad route - the US remains a beast of a market, pulling in $50.7B in fintech investment in 2024 alone. 

But if you look closely, the mood is shifting.

CMOs - it’s time to stop assuming that “West is best”. Because we’re seeing signs of something big: a quiet but confident pivot to the East.
 

Why the US isn’t the only game in town anymore

Let’s be clear - the US still matters. But it’s getting harder to break into.

You’ve got:

• Political volatility and regulatory whiplash
• High inflation, high interest rates, and recession fears
• A massively saturated fintech ecosystem
• Slower-than-expected returns from European entrants

Even fintech darlings like Robinhood and Affirm have taken hits, and investors are getting twitchy. 

So if you're a UK fintech weighing your next move, pouring everything into a US rollout might not look quite as shiny as it once did.

Meanwhile… Asia is on the up and up

While the US landscape looks trickier, Asia-Pacific is booming. The region is on track to own 47% of the global fintech market by the end of 2025 - that’s $19 trillion in transaction value. Yep, you read that right.

This isn’t just about scale. It’s about:

• A fast-growing, mobile-first middle class
• Huge demand for financial inclusion and innovation
• Governments actively courting fintech partnerships
• A consumer base that skips legacy and goes straight to digital

From Singapore to Vietnam to Indonesia, the appetite for fintech is massive - and growing.

We’re seeing this shift in our own client conversations. More brands are asking us how to position themselves for Asia. How to launch products there. How to adapt their messaging for new audiences, in new markets, with completely different expectations.

And they’re right to be asking.

This isn’t just a shift in geography. It’s a shift in mindset.

The UK’s partnership with Singapore is part of it - as is the broader UK-ASEAN collaboration. But the real change is commercial.

It’s marketing teams looking East and realising:

• You can’t just repurpose your Western campaigns
• You can’t assume your value props will land the same way
• And you can’t afford to treat Asia as an afterthought

The opportunity is real - but so is the challenge. Getting it right takes nuance, local understanding, and speed.

Because while the upside is huge, you’re not the only one eyeing it up.

What smart fintech brands are doing now

The brands we work with aren’t pivoting away from the US - they’re just not betting everything on it. They’re exploring dual growth tracks: West and East. They’re expanding not just product reach, but marketing adaptability.

That means:

• New customer research and market insight
• Rethinking how they show up digitally
• Localising content and campaigns
• Getting serious about cultural relevance

It’s not a case of “should we go to Asia?” - it’s “how fast can we do it right?”

So CMOs - here’s the takeaway

You’ve got the brand. You’ve got the product. You’ve probably got the ambition.

Now you need to ask:

• Are we really thinking globally?
• Are we marketing like a company with international intent?
• And if Asia is the next frontier… do we actually have a plan?

Because this isn’t just a land grab. It’s a moment. One that could define your next wave of growth - if you’re ready to move.

Let’s talk if you’re exploring the East.

We’ve helped some of the world’s most ambitious finance brands build traction in new markets - from Zurich and Visa to Thredd and beyond.

And if you're heading East, we can help you land like a local.