Why Fintech Resilience Begins With a Strong Brand Identity

5% of global GDP—around $4 trillion—is lost annually due to insufficient resilience, according to the World Economic Forum.

Fintechs Know the Secret....

Fintechs understand the importance of resilience better than most.

They operate at the juncture between an industry where building trust is fundamental to success (banking)  and the latest technologies. For them, this stark reality underscores an undeniable truth: resilience is no longer an option—it’s fundamental.

To navigate today, and thrive tomorrow, fintechs must focus on what impact they really want to make in the world, and anchor their strategies in a clear, purposeful brand identity.

Like the hedgehog,  whose one strategy is to roll into a ball, fintechs would do well to anchor themselves to a single-minded thought, and (unlike the wily fox) use this to ride the wave of change.

Dr. Kelly Culver, a leading expert on strategic resilience, offers a critical insight:

“Resilience is not just about enduring disruption; it’s about leveraging it to persevere, adapt, and transform.”

This idea, which she terms the “Resilience Trinity,” resonates deeply in a world shaped by geopolitical rivalries, technological upheaval, and shifting trade flows.

For fintechs, resilience starts with defining their North Star—the essence of what they stand for—and using it to align strategy, inspire teams, and foster innovation.

A World in Transition \ Risks and Realignment

David Skilling, a leading independent economist, describes the global economy as being in a “period of turbulent transition.”

While growth remains promising at 3% annually, led by the U.S., elevated risks demand new approaches to strategy. Geopolitical decoupling, nearshoring, and the rise of AI are reshaping markets, forcing businesses to recalibrate how they manage supply chains, regulatory challenges, and competitive positioning.

For fintechs, this environment presents both risk and opportunity. “Fintechs need to articulate a clear perspective and align their strategies with the evolving landscape,” Skilling advises. “This means preparing not just for disruption, but for a wider range of possible outcomes.”

One clear example of proactive resilience is the pivot toward ethical AI.

By investing in technologies that enhance customer trust and regulatory compliance, fintechs can position themselves as leaders in the next phase of technological innovation.

BH&P client RedCompass Labs is doing just that - they just launched analystaccelerator.ai  a tool with the potential to accelerate the speed of payments transformation by up to 3x.

Breaking Free From Behavioral Biases

Resilience begins with mindset, yet leaders are hindered by cognitive biases.

• Confirmation Bias: The tendency to seek information that reinforces pre-existing beliefs. In fintech, this can mean clinging to outdated strategies while competitors innovate with embedded finance or blockchain.
  
  
• Status Quo Bias: A preference for maintaining the current state of affairs, even when change is essential. For fintechs, this might involve delaying investments in AI or supply chain restructuring, leaving them vulnerable to disruption.

Both biases inhibit adaptability, Resilience requires leaders to challenge their assumptions, embrace discomfort, and create space for innovation.

Alex Draper,  CEO of another BH&P client,  DX Learning, in his widely acclaimed book CARE to Win, emphasises how biases derail decision-making, particularly in times of uncertainty.

“Your brain is designed to keep you safe—not anyone else. Leadership is about keeping others safe. Doing what’s best for others. Putting others first—not you. To be a great leader, you must literally do the opposite of what your brain is telling you to do much of the time.”

Leaders who rely on outdated assumptions risk alienating teams and stalling progress. Data supports this: during the 2007 financial crisis, organisations with robust resilience strategies returned 20% more shareholder value than those that failed to adapt.

Alex’s approach to overcoming bias emphasises the need for humility, curiosity, and fostering a psychologically safe culture where teams feel empowered to voice concerns and explore new ideas without fear.

Fintechs with resilience strategies dynamically reallocate resources, optimise marketing spend, and innovate in response to change. For example, lowering fixed costs while maintaining marketing flexibility allows brands to seize emerging opportunities without compromising their long-term goals.

As Dr Kelly Culver explains, “Resilience frees leaders to focus on growth, knowing they can navigate whatever challenges arise. It’s not just about surviving disruption, it’s about shaping the future.”

Anchoring in Identity: The North Star

A clearly defined North Star—a brand’s unique purpose and positioning—drives resilience. This framework aligns:

1. What the organisation is best in the world at: The unique value fintechs bring to the market, whether it’s expertise in financial crime compliance, innovative lending solutions, or cutting-edge payment systems.
   
   
2. What drives the economic engine: Metrics such as transaction volume, recurring revenue, or customer acquisition.
   
   
3. What its people are passionate about: A shared sense of mission that fosters innovation and agility during turbulent times.

This concept (the hedgehog concept I mentioned earlier), developed by Jim Collins in his 1996 book "Good to Great" stands true today (despite some of his "great" companies subsequently falling by the wayside in the interim).

Volvo offers a striking example of this principle in action.

Volvo Cars’ mission is to “make people’s lives easier, safer and better,” reflecting their commitment to safety, quality, and environmental care . Their brand promise emphasises treating customers “like family, with courtesy, respect, and warmth,” ensuring a seamless and thoughtful experience . This dedication is encapsulated in their tagline, “For life,” highlighting a focus on safety and customer well-being .

Anchored by this North Star, Volvo recently launched a 3.5-minute campaign reaffirming its commitment to safety. By staying true to its identity, Volvo builds trust, inspires loyalty, and navigates market disruptions with clarity and purpose. In a world where we are challenged to create ever shorter content for a world with decreasing attention spans, and in the shadow of the recent Jaguar rebrand and publicity, staying true is the bravest option.

We forget that when stories ring true,  we watch them, for a long time. The so-called TikTok generation happily watched Oppenheimer in their droves last year - it takes many generations to lose our attention span,  not just one!!

Fintechs can learn from this steadfast alignment, leveraging their brand essence to create resilience and competitive advantage.

This underscores a crucial insight: resilience isn’t about cutting back; it’s about a combination of two key things - consistency,  and agility.

Final Thought

Resilience begins with identity.

By defining a clear North Star, addressing behavioural biases, and aligning culture with purpose, fintechs can transform uncertainty into opportunity. A strong brand essence isn’t just a stabilising force—it’s a springboard for innovation, growth, and leadership in the financial sector.

Building resilient brands requires more than a reactive strategy; it demands vision, clarity, and commitment. This is the power of resilience: the ability to persevere, adapt, and transform in the face of change.

For fintech leaders, the question is not whether they will encounter disruption, but how they will define their response—and their future.

If you'd like help in creating a more resilient fintech brand,  get in touch.

References:

Draper, Alex. CARE to Win: The Four Leadership Habits to Build High-Performing Teams. Brown Books Publishing Group, 2024.
https://alex-draper.com.dx-learning.com/ 

World Economic Forum. (n.d.). Global Risks Report. Retrieved from https://www.weforum.org/reports/the-global-risks-report-2021

Comparably. (n.d.). Volvo Car Corporation Mission, Vision & Values. Retrieved from https://www.comparably.com/companies/volvo-car-corporation/mission

Volvo Cars. (n.d.). Customer Experience. Retrieved from https://www.volvocars.com/us/l/customer-experience/

Ads of the World. (2021, June 14). Volvo: For Life. Retrieved from https://www.adsoftheworld.com/campaigns/for-life-9a54c583-1947-4e3f-9287-0513c24d8a3e

Skilling, D. and Culver K, Navigating Economic Transitions: Strategies for Fintech Resilience, Resilience in Fintech Conference,  December 2024

Culver, K. (2023, March 5). How to Strategically Plan Your Resilience [Video]. YouTube. https://www.youtube.com/watch?v=0FNU95LH-f8