You find a reel of a “finfluencer” talking about building wealth through a newly launched finance app. The pitch is smooth, and the comments are flooded with fire emojis and discount codes. But you pause to wonder: Can I trust this?    

The era of the finfluencer, once a powerful engine of startup hype, is rapidly losing steam. Startups leaned heavily on these influencers to generate buzz and boost app installations. They made the apps seem aspirational and digestible. However, consumers are no longer impressed by paid partnerships. Instead, they need transparent intentions and a brand voice that doesn’t talk to them but to them.  

This article will talk about the importance of authenticity for startups.  

The Cracks in the Finfluencer Model  

Here’s why finfluencer model is not enough for startups.  

1. Over-commercialization Diminishes Credibility 

Audiences are noticing when Finfluencers promote too many tools, apps, or platforms without using them. The result? A credibility dip for both the creator and the startup.  

Example: A payments company partnered with multiple Finfluencers in the same month. Viewers spotted the pattern, questioned the authenticity, and called it out publicly.  

2. Shallow Metrics, Shallow Engagement 

Finfluencer campaigns often chase vanity metrics such as likes, impressions, and clicks. But in B2B, these don’t always lead to qualified leads or long-term relationships.  

Example: A startup offering CFO automation software saw a spike in web visits after a Finfluencer shoutout but had a 90% drop-off rate on their landing page. The content didn’t match the intent of its target audience.  

3. Risk of Misinformation and Oversimplification 

Finfluencers, especially those without industry experience, often generalize to appeal to broader audiences. It can lead to misalignment with the actual value proposition.  

Example: A SaaS lending platform was portrayed as a “quick cash fix” in a Finfluencer’s post, which misrepresented the product. It misled early users, damaging the brand’s credibility.  

4. The Missing Human Element in B2B 

B2B buyers want authentic voices, such as founders, users, and partners who can speak from experience, not just promote features. It means showing how your product works in real business contexts.  

Example: Instead of using a Finfluencer, a startup in the treasury tech space launched a founder-led video series sharing product challenges and learnings. Although there were fewer views, there were higher demo conversions.  

What Authentic Engagement Looks Like for Startups  

Here’s how startups can create authentic engagement that builds brand equity.  

1. Lead with Expertise, Not Just Exposure 

Instead of relying on Finfluencers to create content, startups can share insights from founders, product heads, and early users.  

Example: A startup offering risk analytics software ditched influencer campaigns and launched a monthly LinkedIn newsletter authored by their CTO, breaking down current market trends.  

2. Turn Early Adopters into Real Advocates 

Invite early customers to co-create case studies, host AMAs, or share unfiltered testimonials. This builds more trust than a paid promotion ever could.  

Example: An AI-based accounting startup ran a “Customer Spotlight” series featuring CFOs from mid-sized firms talking about how they implemented the tool and what went wrong.  

3. Share the Journey—Not Just the Wins 

Authenticity in branding means being transparent about challenges, pivots, and even failures. Founders who share the real story humanize the brand.  

Example: A founder of a payment app wrote a LinkedIn post about a major product bug and how their team handled it.  

4. Prioritize Education Over Promotion 

Instead of running flashy Finfluencer campaigns, startups should invest in educational content that helps the audience solve problems. Whitepapers, webinars, product deep dives, and ROI calculators are some examples.  

Example: A financial infrastructure startup built with an interactive ROI tool that lets procurement leads estimate potential savings.  

5. Build a community, not a Campaign 

Building small, focused communities such as Slack groups, beta tester circles, and customer councils to foster ongoing dialogue.  

Example: A lending-tech startup created a private Slack group for CFOs, where their product team also hung out. It surfaced ideas, bugs, and new feature requests.     

How Startups Can Pivot from Hype to Honesty  

Here’s how startups can move from hype to honesty without losing momentum.  

1. Audit Your Brand Voice and Messaging 

Start with a hard look at your current communication. Are you trying to sound bigger than you are? Are you over-promising or glamorizing results?  

Example: A fintech SaaS startup realized its landing pages were full of jargon and vague claims. They rewrote them to focus on real use cases and metrics.  

2. Replace Paid Influence with Customer Stories 

Rather than paying a Finfluencer to “validate” your product, feature your users and internal experts. Build case studies, founder blogs, and behind-the-scenes content.  

Example: A lending platform replaced its influencer campaign with a candid customer interview series on LinkedIn. A COO shared both wins and early frustrations with the product, which drove qualified leads.  

3. Embrace Imperfection in Public 

Don’t just share success stories; talk about lessons learned, pivots, and even setbacks. Audiences appreciate transparency over polish.  

Example: A financial infrastructure startup posted a retrospective on a failed product experiment, including user feedback that shaped its roadmap.  

4. Build Thought Leadership from Within 

Your founders, engineers, and customers are your best influencers. Give them platforms to speak about what they know, not just what you sell. 

Example: A procurement SaaS startup launched a founder-led podcast where they discussed the truths about B2B negotiations. It brought in C-suit listeners organically.    

5. Think Community, Not Campaign 

Build a community where your customers can talk to you and each other. Start with micro-communities that grow organically over time.  

Example: A payments startup launched a customer Slack channel for CFOs and finance leads. Product decisions and customer loyalty soared. 

Conclusion  

The Finfluencer era gave startups a moment in the spotlight, but it was just that: a moment. Now, startups need to wake up to a new reality. Attention can be bought, but trust has to be earned. Startups that embrace this shift will build brand equity and loyalty. And loyalty, in an era of infinite choice, is the real moat.  

So, as the Finfluencer spotlight dims, don’t chase the next quick fix. Build the kind of brand that doesn’t need hype to stand out. Start by being honest about your product, your story, and your impact.