Marketing and growth strategies for cross-border payment solutions in 2025

As cross-border payments continue to evolve, businesses are leveraging multiple strategies to scale and expand their operations. A major driver of growth has been integrating existing payment channels like mobile money, local fintechs, and banks, allowing for a faster go-to-market (GTM) approach. Additionally, companies are turning to local and pan-African fintech influencers to enhance brand visibility and trust in new markets, an approach that has proven successful for firms like LemFi.

Localization plays a crucial role in marketing success, requiring businesses to tailor their messaging to different cultural and linguistic contexts. Understanding audience preferences, such as the effectiveness of direct versus subtle marketing approaches in different regions, ensures stronger engagement. Brands that incorporate local languages and cultural elements into their campaigns, as seen in LemFi’s market expansion efforts, can build deeper connections with their audiences.

Thought leadership has emerged as a critical tool in educating stakeholders and regulators, distinguishing cross-border businesses from traditional remittance companies. By sharing expert-driven insights and real-world experiences, fintech leaders can build credibility and trust in the industry. Founder-led content, industry reports, and whitepapers help simplify complex payment ecosystems while establishing brands as authorities in the space.

To measure success, fintech companies must track key performance indicators such as total payment volume, customer acquisition rates, and transaction margins. While revenue fluctuates due to external economic factors, consistent transaction volume growth is a better indicator of long-term market relevance. Strategic partnerships with telecom companies and regional fintech firms further strengthen market positioning by facilitating regulatory compliance and technical integration.

A recent survey highlights the top strategies for cross-border payment growth in 2025, emphasizing partnerships, localized marketing, and blockchain adoption. Influencer marketing and content-driven B2B campaigns will be essential marketing channels, while customer acquisition efforts should prioritize speed, cost-effectiveness, and security. These findings reflect a broader industry shift towards digital-first, customer-centric solutions that streamline international transactions.

Source: Techcabal