6 Reasons Why Fintech Websites Fail to Build Trust With Users

Fintech website trust issues are far from unwarranted – just take Coinbase’s customer data breach that affected 70,000+ users. However, it’s not only data protection issues that plague users and fintech companies. In this article, we take a broader look at various issues, including website design, SEO, content, and UX. 

1. Poor First Impressions from Unpolished Design

We’ve all heard the phrase “first impressions count”, and, as it turns out, science backs that up. According to a study published in Behaviour & Information Technology, it takes 50 milliseconds for users to form an opinion about your website’s visuals. That snap judgment can make or break a fintech website, and the following pitfalls are something that even the biggest players in the industry face.  

Inconsistent Branding and Visual Clutter

Inconsistent branding is a common issue with fintech companies that fail to present a unified visual identity across all products — the usual suspects — mismatched fonts, tone shifts in messaging, and conflicting color pallets. For example, call-to-action buttons with a jarring “Let’s do this” in bright red are just how these sites get it wrong. 

The visual clutter is another accomplice in this visual transgression. Take the Bank of America’s website, for instance. You’d expect more from a legacy institution, right? But, no. Its homepage experience often feels more like a cluttered retail site than a trusted financial platform. You’re immediately hit with a full-width promotional banner for a credit card offer that has got me thinking whether I was on an e-commerce site or a fintech one. 

Lack of Professional Imagery and Typography

Opting for sloppy typography is a ticket to amateurish visuals and a breeding ground for finance website trust issues. Users don’t want to see poor photography, such as those grainy stock photos that convey a message – we were too stingy to invest in proper imagery. 

Here are some key red flags that make fintech platforms look less professional:

• Cliché stock photos that don’t align with financial seriousness
• Unreadable text (font too small, low contrast, or poorly spaced)
• Font overload (using too many different layouts)
• Inconsistent styles (headers, body text, buttons and labels all of different designs)

2. Vague Messaging and Weak Value Propositions

Fintech websites operate in a highly competitive industry, which is why they should clearly state their purpose at the top of their website. Short, punchy messages with how-to guides do the trick for most users, but many platforms bury their value behind buzzwords, vague promises, or jargon-heavy copy. 

Overuse of Jargon

Sounding “techy” won’t score you points for credibility. It will just make you sound corny. Terms like “ACH transfer” or “high-LTV customer-focused” are not something your average Joe is familiar with. 

Not, it’s not like all fintech companies get it wrong. Take Affirm, as an example. Right at the top of the homepage, you get the gist of it all – Buy now, pay later. There’s a step-by-step guide on how to use the product, the partners they have associated with, and more, so you don’t have to play a guessing game of what the product does for you. 

Sure, they mention terms like 0% APR that not all customers will get from the get-go, but the jargon is kept to a minimum. 

Unclear Benefits or Differentiators

Fintech companies should motivate users to adopt their products by offering clear value propositions. Easier said than done. Even for the big players. A perfect case in point is HSBC’s now-defunct app, Zing. Although the app had registered over 131,000 users, only about 9,000 of them were actively using it. 

Experts state that HSBC failed to clearly differentiate Zin from their existing service, Global Money. Users simply didn’t see the reasons why they should switch. It was the lack of a proposition that killed the project. 

3. Missing or Weak Trust Signals

Fintech products deal in people’s sensitive information and, after all, money, so trust is an essential ingredient when building a seamless user experience and converting visitors into clients. Let’s take a look at the most common missing denominators of those equations. 

No Social Proof (Testimonials, Reviews, Logos)

Social proof in the form of user reviews, partner logos, or third-party endorsements is a clear trust signal. People want to hear about others' experiences with using a particular product, as it adds a layer of reassurance. Just think about it. Last time you were looking to buy a smartphone? Did you not search for reviews of that smartphone across sites and forums? The same applies to fintech products. 

Companies should take a leaf out of Chime’s book, which created a whole section for customer reviews, not to mention regular comments from users next to the conversional “Get started” element at the bottom of the page. The social proof that did the trick for Chime ncludes: 

• Customer testimonials with names, photos, or video snippets
• Review aggregators like Trustpilot or App Store ratings
• Featured in logos (e.g., Forbes, Financial Times)
• Partner banks or affiliations with FDIC-insured institutions

Lack of Security Certifications or Compliance Info

Finance is a heavily-regulated industry, and as such, there’s no excuse for hiding compliance information. At the bare minimum, all fintech companies should display the following: 

• Licensing and registration with bodies like the Securities and Exchange Commission (SEC), Consumer Financial Protection Bureau (CFPB), or the European Central Bank (ECB)
• Properly labelled Terms & Conditions, Privacy Policy, and Licensing details in the footer
• Visual seals or links to security certifications like SOC 2, ISO/IEC 27001, or SSL

When these indicators are not visible, the users will question the legitimacy of the product, and that will certainly lead to fintech website trust issues too difficult to solve.

4. Friction in the User Experience

User experience has become one of the most critical benchmarks not just for ranking on search engines, but also for the overall performance of the website. This is why fintech website design agencies are doubling down on navigation, loading speed, and overall optimization of the site. A website that is clunky, loads slowly, and lacks intuitive design won’t appear trustworthy to anyone. 

Confusing Navigation or Flows

One of the most common and costly UX mistakes fintech companies make is blending experiences for different user types. When business and personal users share the same interface without a clear separation, it confuses and inevitably slows down decision-making. Confusion in – conversion rates out. 

Now, not all fintech companies have this issue. Take Trustly as an example. A leader in modern banking, its website differentiates between products for businesses and individuals with a simple switch. Moreover, it delivers two different interfaces depending on what you choose.   

When I feel forced to figure out the navigation for myself and where to find things, I am out of there faster than lightning. 

Poor Mobile or Accessibility Performance

Today, fintech users expect to have access to their finances on the go. That’s why platforms like Venmo stand out. Its native app is fast, intuitive, and designed specifically for mobile-first behavior so that you can enjoy features like instant transfers, cashback deals, and fingerprint login. No wonder “Venmo me” has become a phrase. Note that it’s not PayPal me. 

5. Content That Doesn’t Educate or Reassure

Fintech sites are filled with content that doesn’t inform or reassure users. It lacks clear, data-driven explanations on these points, leaving users to guess, and most won’t stick around to do the homework themselves. Users want to see answers to questions such as: How many people use this platform? What are the fees? How is their money protected against fraud? Without these answers, there is no transparency, and transparency is key to building trust. 

No Thought Leadership or Product Education

Platforms often lacklustre when it comes to providing educational content, such as how-to guides, feature explainers, or thought leadership on financial trends. Apart from Plaid’s Resources section, which features customer stories and a well-written blog, and their Use Cases section, I haven’t seen many fintech companies taking that path. 

People are looking for more than just tools. They need guidance. When you provide that, you build trust. 

Outdated or Inactive Blog and Resources

Abandoned blogs are dead weight on a website’s neck. If the last post was in 2022 and half of the links are 404s, not only will users question the integrity of the company, but also whether it’s even working. Fresh and regularly updated content not only ensures your website will rank, but will also show users that the company is engaged and evolving. 

6. Technical SEO and Performance Issues

If users can’t find your website, what good is the value of the products you offer when people just won’t see them? Poor technical SEO, broken links, slow page speeds, and missing metadata significantly impact the visibility of your website. Here's how to address these issues. 

What Fintech Brands Can Do to Rebuild Trust

Don’t expect a flashy redesign to do wonders for your fintech company regarding trust. Without investing in transparency and user experience, the visuals won’t have nearly as big an impact as you would want them to. Focus on the fundamentals, such as: 

• Display trust signals like regulatory affiliations, security badges, and user reviews
• Improve UX through clearer navigation  
• Educate users through tutorials and blogs 
• Fix technical issues like slow loading times

Invest in UX and Conversion-Focused Design

Your website's design must feature a clean layout with strategically placed conversion elements, so that whenever users reach the stage of the funnel where they want to convert, they always have these buttons and elements in sight. 

The age of weak copy, such as “Click here” and “Learn more,” and hero images that dominate a page belongs to the past. Now, it’s all about prompting users without rushing them. Think of “Talk with our team” or “Get started” CTAs after a good amount of detail, so the users would naturally want to learn more. 

Highlight Compliance, Security, and Credibility

In fintech, safety cannot be overemphasised, especially with at least 33 data breaches reported in June 2025 alone, according to IT Governance. This is why showcasing your regulatory compliance, data security protocols, and affiliation is essential in building trust. 

Leverage Content to Build Authority

Content is not just for SEO purposes, but also for building long-term authority for your website and business. Here’s how top fintechs use content to establish that authority:

• Plan blog topics carefully, focusing on user pain points and industry trends
• Link to reputable sources like government sites, financial publications, and regulators
• Create forums or Help Centres to foster community and answer common questions
• Launch newsletters to share updates, tips, and product education

Conclusion: Trust Is Earned, And Built Into Your Website

If your fintech struggles with design flaws, vague messaging, or weak UX, it won’t build trust with users. Naturally, you looked for solutions online, and the search brought you here. Good. It’s high time you thought about improving the foundation of your business. 

Flow Ninja is a Webflow expert agency that helps fintech brands build high-converting, fast, and scalable websites. If you are after one of those platforms, book a call with our sales team and let see how we can make that happen.