Open banking is evolving fast—and it’s no longer just about your current account. In the UK, the Financial Conduct Authority (FCA) is laying the groundwork for open finance, which goes beyond bank data to include pensions, insurance, and investments.
In the EU, lawmakers are preparing the Financial Data Access (FiDA) Regulation to enable secure cross-sector financial data sharing by 2025.
Why it matters: Over 10 million UK users already engage with open banking, and global open banking payments could hit $116 billion by 2026—up 2,800% from 2021. The future? Frictionless, cross-product finance in real-time.
2. AI Regulation Meets AI Acceleration
Banks and fintechs are using AI for everything: fraud detection, risk scoring, customer insights. But 2025 is the year governance catches up. The EU’s AI Act—kicking in August—brings strict rules for “high-risk” systems like credit scoring algorithms.
The reality check: In 2024, 78% of banks were piloting generative AI, but only 8% had it in production. That’s about to change. RegTech is booming too—AI tools that handle KYC, AML, and compliance reporting are becoming mission-critical.
What’s next: AI pilots will scale. Compliance teams will lean heavily on automation. And finance will walk a tightrope between innovation and accountability.
3. Embedded Finance Goes Mainstream
From e-commerce checkouts to ride-hailing apps—financial services are being built into everything. By 2024, 96% of European businesses planned to launch embedded payments; 94% were eyeing embedded banking.
Why now: The embedded finance market is growing at 36% annually, projected to reach $690 billion globally by 2030. In 2025, delivering finance at the point of need isn’t a nice-to-have. It’s a revenue strategy.
4. Digital-Only Banks Hit Profit Milestone
Europe’s neobanks are maturing. After years of chasing growth, many hit profitability by 2024. These app-first challengers—Revolut, N26, Monzo—now serve tens of millions across the EU and UK.
Big shift: The UK alone has 20+ million neobank users, nearly one-third of the population. In 2025, expect expansion into lending, wealth, and business banking. Traditional banks are racing to catch up.
5. Real-Time Payments Take Over
Cash is disappearing—and regulators are accelerating the shift. The EU’s Instant Payments Regulation kicks in January 2025, requiring all providers to offer 24/7 instant SEPA transfers under 10 seconds.
Impact: Instant payments still make up <20% of credit transfers in the EU—but that’s changing fast. In the UK, mobile wallets and contactless are surging. By the end of 2025, “wait times” will be a thing of the past in European payments.
Bottom line: Fintech in Europe isn’t just evolving—it’s accelerating. Firms that embrace compliance, scale tech, and meet customers where they are will shape the next generation of finance.
How to Create a Winning Website for Accountants: Strategies and Real-World Examples
Being a copywriter specialized in fintech, I often find myself in the intersection of fintech and accounting. And I’ve seen some common mistakes that accounting companies make on their websites and I decided to put my copywriting expertise into action.
In this article, I pulled some very important points and examples on how to create (or improve) an accounting website, if you are either an accounting sole practitioner or a small to medium accounting company.
This time I will focus on headlines and CTAs, services section and blog and resources sections.
There is still so much to talk about what goes on an accounting company’s website – so, I created a simple and easy-to-follow guide on how to have the best website copy for accounting and accounting professionals –the full guide is linked at the end.
Compelling Headlines: First Impressions Really Count
You will have to put yourself in the shoes of someone looking for accounting services: they either have someone but are not happy with their services or they are looking for a firm for the first time.
Either way, the head and headline of your site is the handshake, it’s the first impression.
But what makes a compelling headline? In my experience, it’s a headline that showcases your expertise and your value proposition, at the same time, it’s simple and concise enough.
Here is a clever example:
Source: CPAsitesolutions (not afiliated)
“You don’t have to be a tax expert – that’s our job.”
This is why I like this one: it looks at the client’s pain point – how to understand taxes – and offers a peace of mind with “that’s our job”, meaning you don’t have to worry about this aspect of your business anymore, leave it with us.
Effective Call-To-Action (CTA): What You Want Your Clients To Do
CTA or Call-To-Action is what you want your potential clients to do. A vague or missing value proposition paired with a weak CTA can leave potential clients confused and likely to bounce off your site.
Still using the example above, their CTA is: “Schedule a Consultation”. I particularly like this one because it shows how “you are here to help and answer the clients questions”. Having an open approach will definitely convert to new clients.
You can use different CTAs in your page like “Learn More” that would redirect them to a Frequently Asked Questions (FAQs) page. This will be useful for someone that is not yet ready to contact your company.
Bonus tip: If you are an accounting sole practitioner, pair your headline and CTA with a photo of yourself like the one below. There is nothing better than putting a face to the name, and will help build trust – after all, people buy from people.
Source: CPAsitesolutions (not afiliated)
Service Information Section: The Best Part to Showcase Your Expertise
Your service information is the most important part of your site. Think informative and persuasive.
List your services and provide a concise explanation and what the outcomes the client should expect.
Here’s an excellent example from Acuity Accounting (quick disclaimer: I’m not anyway connected to this company, I’m only using their page because I think it’s a good example)
Source:
They have a very clever use of problem / solution / positive outcome for each of their services. Let’s have a look at what they say about their bookkeeping services:
“Bookkeeping: Your business has a 36% chance of surviving if you review your books annually [Problem: any companies don’t do it often enough].
Weekly bookkeeping brings your chance to over 80% [Solution: if we do that for you, we will increase your chances to succeed with your business].
That’s a no brainer – survival is your bottom line. [Positive outcome]”
And what caught my attention as a copywriter, it’s that they included numbers. I would strongly recommend using percentages or numbers in your services section because our human brain likes to quantify things.
Now read these two sentences:
Company A: Our software will help you do your taxes faster.
Company B: Do your taxes 5X faster with our software
I would most likely go with Company B, don’t you think?
Bonus tip: Avoid overused expressions like “cutting-edge technology”, “best in class”, “synergy” or any other business jargon. To me, these words are the equivalent of someone scratching nails on a chalkboard, and they don’t mean anything valuable for your potential clients.
I know these words are not specific for the accounting industry but it’s easy to follow into the cliche trap. Try to always focus on the specific benefits your technology and services offer to clients.
Educational Content Is a Must in Accounting
Regular blog posts and a resource center packed with helpful tools position your firm as a thought leader, attracting and retaining clients who appreciate your insights.
What should you post in your blog section?
You should focus on your client’s needs and pain points. I know that taxes and bookkeeping are not the most exciting things to write about, but ask yourself, what are the common themes of the conversations with my clients? What are they struggling with and, most importantly, how can I educate them?
But when thinking about blog posts, consistency is much more important than frequency.
See how much time and resources you can put into writing a blog post. You don’t need to have a post almost every day – in fact, I don’t recommend you do that. For instance, have one once a week or even once every two weeks, if that’s what you can afford.
You rather have one well researched blog post every two weeks than post many just for the sake of posting. This will help you build up your and your company’s trust and showcase your expertise.
Bonus tip: Don’t forget to have Frequently Asked Questions (FAQ’s) on your site. This can help address common client (and potential clients) questions about services, pricing, and processes. Start with 10 key questions and expand based on user inquiries. This proactive approach reduces barriers to engagement and provides a better experience for your clients.
These tips and examples are just the begining of your accounting website copy strategy.
As I mentioned at the begining of this article, here is the guide and you can download it in the link below:
My 7-step guide for the best webiste copy for Accountants and Accounting Firms
Headline & CTA Strategies: Craft magnetic headlines that grab attention and CTAs that drive action.
Service Page Mastery: Structure your services for clarity and showcase the unique value you offer.
Building Trust with Copy: Leverage testimonials and expertise to establish credibility.
Thought Leadership Tactics: Become a trusted advisor through informative blog content and valuable resources.
Mobile-First & SEO Savvy: Ensure your website copy is optimized for all devices and search engines.
Visual Harmony: Strike the perfect balance between text and visuals for optimal user experience.
“About Us” Optimization: Craft engaging “About Me” pages (sole practitioners) and comprehensive “Teams” pages (firms) that build trust and connection.
Brazil Fintech Evolution: From Open Banking to Pix Crédito
Brazil’s fintech sector has undergone a significant transformation, driven by digital innovation and regulatory advancements. Back in 2021, I interviewed Carlos Kazuo Missao, then director of the GFT Group in Brazil, in the episode we talked about financial inclusion, the rise of challenger banks, the introduction of Brazil’s Central Bank instant payment system called Pix and the adoption of open banking.
And because I republished the episode I wanted to do an update on how Brazil’s fintech sector, highlighting everything we talked about and how things have evolved since then.
Brazil’s Fintech Landscape in 2021: Pix launches and Rise of Digital Wallets
The year 2021 marked a pivotal moment for Brazil’s fintech landscape, highlighted by the introduction of Pix in late 2020, which had a massive adoption in the first few months.
The Brazilian Central Bank’s initiation of open banking regulations signaled a shift towards a more inclusive financial ecosystem. The period also saw a surge in digital wallets, reflecting a broader trend of financial inclusion and a supportive regulatory environment conducive to fintech innovation.
The growth of digital wallets in Latin America, particularly in Brazil, has been pivotal in advancing financial inclusion. Digital wallet transactions are projected to surpass $16 trillion by 2028, with a 20% annual increase in usage expected until 2025. This surge has effectively extended financial services to previously unbanked or underbanked segments of the population.
The Brazil Fintech Evolution: 2021 to 2023
From 2021 to 2023, Brazil’s fintech sector witnessed considerable evolution of open banking:
Open Finance on the Rise
Expanding Active Consents: By December 2022, over 10.5 million active consents had been recorded in Brazil’s Open Finance system, a substantial figure for a program of its age. This represents about 6% of Brazilians with a bank account actively participating in Open Finance. The system has seen almost 4 billion API calls, indicating the high level of data exchange and interaction within the ecosystem.
Sustainable Growth and API Development: The Brazilian Open Finance ecosystem is expected to experience more sustainable growth in 2023. With continuous refinement of APIs and over 600 people involved in the development process, improvements in payment initiation and new payment methods are anticipated. This includes the integration of Pix and exploration of variable recurring payments (VRP).
Expansion Beyond Banking: Client data sharing is set to extend beyond traditional banking to include insurance, pensions, investments, and other financial sectors. This expansion further justifies the Open Finance designation, with forward credit proposals being a unique feature under consideration for implementation in 2024.
Governance and Technical Development: The Open Finance governance structure involves multiple institutions, from major banks to fintechs. The technical groups from various institutions are collaborating to bring specifications to life, monitor, and support the ecosystem’s operations, highlighting a healthy governance framework for Open Finance in Brazil.
Rapid Customer and Account Growth: As of September 2023, Brazil’s Open Finance ecosystem reported over 27 million customers with 41 million accounts participating. This rapid expansion and sharp uptake can be attributed to factors like the implementation of Pix and a vibrant fintech market featuring players like Mercado Pago, PicPay, and NuBank.
Predictions for 2024: Pix Crédito Will Launch
As of August 2023, Pix, Brazil’s instant payment system, has reached a significant milestone with over 150 million users, encompassing both private and business accounts. This extensive user base underscores Pix’s impact on the Brazilian financial landscape and sets the stage for another potential success: the launch of Pix Crédito.
Pix Crédito has the potential to significantly increase access to credit for underserved populations in Brazil. This is because the product will be integrated into the Pix platform, which is already used by over 150 million people. This means that Pix Crédito will be accessible to a wide range of people, including those who do not have a traditional bank account.
In addition, Pix Crédito will offer a number of features that will make it more affordable and accessible to underserved populations. For example, the product will offer lower interest rates than traditional credit products. Pix Crédito will also offer flexible repayment terms, which will make it easier for borrowers to repay their loans.
Another important point, Pix Crédito is also expected to reduce the cost of credit in Brazil. This is because the product will be more efficient than traditional credit products. Pix Crédito will also benefit from the economies of scale that are possible with a large user base.
As a result of these factors, Pix Crédito is expected to offer lower interest rates than traditional credit products. This will make credit more affordable for borrowers, and it will also help to stimulate economic growth.
If you want to know more about Brazil’s Fintech evolution, listen to the podcast episode here
The Social Media Trend That’s Changing the Fintech Landscape
As the cost of living and economic downturns are putting pressure on people to save money and secure their financial futures. As a result, they are seeking money-saving tools and strategies, and some fintech companies are already offering innovative solutions.
Earlier this year, Pinterest released their Pinterest Predicts 2023 report which showed the top trends being shared by users on the platform. While many people associate Pinterest with fashion and beauty trends, the report revealed that users are also interested in personal finance topics.
Driven mainly by young Millennials and GenZ, a new trend has emerged and it’s called the “Cha-ching challenge”. This trend is all about saving money and achieving financial goals and came on the back of the rising cost of living, economic uncertainty, and changing job market have left many people feeling anxious about their financial futures.
According to Pinterest Predicts, searches for “money challenges” saw an over 100% increase the past year alone.
Source: Pinterest Predicts
One example of this trend is the “No Spend Challenge,” where participants commit to not spending any money on non-essential items for a set period of time, usually a week or a month. Another popular version is the “52-Week Money Challenge,” where participants save a small amount of money each week, gradually increasing the amount over the course of the year.
The concept is simple — set a financial goal, track your progress, and share your successes with others on social media. Then, they share their goals on the platform in form or “pins” — that could be video or photos.
Young millennials and Gen Z are driving this trend
The “Cha-ching Challenge” gained momentum with young millennials and Gen Z’ers for many reasons.
Firstly, it appeals to Gen Z and younger millennial consumers tend to be financially conscious and looking for ways to achieve financial stability. According to this article from Fortune, Gen Zers without families prioritize short-term goals like paying off debt and building emergency funds over saving for retirement.
Also, the social aspect of the “Cha-ching Challenge” is driving the trend even further. People are sharing their progress and successes on social media, creating a sense of community and encouraging others to join in — it’s fun, engaging, and highly shareable.
How fintech companies can leverage this trend
So, how can fintechs leverage this trend? Which features would be appealing for this young demographic?
Here are some of my suggestions
Offer gamified savings features: Creating gamified savings features that incentivize users to save more money. For example, offering rewards for reaching savings milestones or using visual elements like progress bars or badges to show users how close they are to achieving their savings goals.
For example, an app could offer users a reward for saving $100. The reward could be a virtual badge, a discount on a product or service, or even a cash prize.
Integrate with social media platforms: Companies can integrate their savings features with social media platforms like Instagram or TikTok, allowing users to share their progress with their friends and followers.
For example, an app could allow users to post their savings goals on social media. This would allow their friends and followers to see their progress and offer support.
Collaborate with “Fin-fluencers”: Companies can partner with influencers, especially on TikTok, to promote their savings products and services. These influencers could share their own experiences with the “Cha-ching challenge” trend and encourage their followers to join in.
During the pandemic, people were thinking about saving more money, so it was a good time for companies to start. Even if we don’t know what the future holds for TikTok in the U.S and other countries., one thing is for sure — it’s already made a big impact on the financial sector. TikTok has made it super easy for people to find educational content about managing their money, and that’s created a big opportunity for a new generation of creators to share their knowledge and build their businesses.
