If you are looking for Fintech PR solutions in Latin America for 2026, you have likely realized that the traditional global playbook is broken.
Analysing the search data for 2025, it’s clear that everyone is looking for the same thing: a generic “Influencer Agency.” But if you are a Marketing Director for a Fintech, Crypto, or B2B SaaS company expanding into Brazil or Mexico, you don’t need a viral dance on TikTok; you need trust.
In this region, where financial regulations are tightening by the day, hiring the wrong voice can cost you more than just your budget, it can cost you your license. At The New Standard, we have analyzed the shift. Here is why your 2026 strategy needs to pivot to a localized B2B Influencer Marketing approach, and how to do it without alerting the regulators.
1. The Landscape: Why “Generic” Tech PR Agencies Are Failing
The era of the generalist celebrity is fading. In 2026, we are seeing the explosion of the specialized Tech PR Agency model in Brazil that focuses on “Subject Matter Experts” (SMEs).
Historically, brands hired influencers based on follower count. In the B2B Fintech space, this is a vanity metric that often leads to zero conversion. A lifestyle influencer with 1 million followers might get you “likes,” but they cannot explain the nuances of blockchain interoperability or open finance API integration.
The New Standard Approach:We focus on SMEs. These are local economists, developers, and geoscientists (like those we engaged for Seequent) who have built massive, highly engaged audiences based on competence.
- The Opportunity: A general agency sells you reach. A specialized LatAm Tech PR strategy sells you credibility.
- The Data: Engagement rates for micro-influencers (10k–50k followers) in the Brazilian tech sector are nearly double that of lifestyle macro-influencers. Trust is the new currency.
2. The Crypto PR Agency Dilemma: Compliance is King
This is the elephant in the room. In Brazil, the CVM (Securities and Exchange Commission) and ANBIMA have drawn a line in the sand for 2026 regarding “Finfluencers.”
If you are hiring a Crypto PR Agency for the region, you are now liable for what your influencers say. The days of the “Wild West” are over.
- The Risk: If an influencer promises returns or gives specific investment advice without proper disclaimers, your brand can be fined.
- The Solution: You need an agency that understands the difference between “educational content” (safe) and “investment advice” (risky) under local law.
This is where TNS differs. We treat Influencer Marketing as a compliance workflow. We vet creators not just for engagement, but for regulatory safety. We ensure that when you launch a campaign (like we did for NexaPay, generating $1.3M USD in ROI) you are building reputation, not risk.
3. Regional Fintech PR Nuance: Brazil vs. Mexico vs. Colombia
One of the biggest pitfalls in Fintech PR is treating Latin America as a monolith. An Influencer Marketing Strategy that works in São Paulo may flatline in Mexico City.
- Brazil: The market is highly video-centric. YouTube finance channels and Instagram Reels are dominant. The audience is sophisticated regarding digital banking (thanks to Pix) but skeptical of scams. High production value matters here.
- Mexico: LinkedIn and Twitter (X) remain powerful for B2B decision-makers. The tone is often more formal. Trust is built through association with established traditional media brands.
- Colombia: A rapidly growing Fintech hub where community-building (WhatsApp groups, Telegram communities) plays a massive role in conversion.
A standard “LatAm” agency might reuse the same content across all three. At The New Standard, our Country Leaders ensure that the format and tone fit the specific cultural consumption habits of the local C-Suite.
4. Converting ‘Likes’ to Leads: The B2B Funnel
For our B2B clients, the goal isn’t just “brand awareness”; it’s lead generation.
We have found that a robust Influencer Marketing Strategy in Latin America acts as a secondary sales force. When a trusted voice in the logistics or payment sector reviews your software, the leads that come through aren’t just browsing—they are ready to buy.
The TNS Workflow:
- Identify: We don’t use automated databases. We manually verify the voices your customers respect.
- Brief & Train: We train influencers on your product’s USP. We provide them with “safe” talking points to ensure compliance.
- Track: We move beyond “views.” We implement UTM tracking and dedicated landing pages to measure exactly how many demo requests or whitepaper downloads each influencer generates.
- Amplify: We use paid media to boost the best-performing organic content, ensuring it reaches specific decision-makers (CTOs, CFOs).
5. The “New Standard” Checklist for 2026
Before you sign a contract with a PR or Influencer agency for your 2026 expansion, run them through this checklist:
- Regulatory Knowledge: Do they know the latest CVM/ANBIMA guidelines for influencers?
- Local Presence: Do they have teams in Brazil and Spanish-speaking LatAm, or are they outsourcing?
- Crisis Capability: If an influencer goes rogue, do they have a crisis communications protocol in place?
- B2B Experience: Have they sold software or financial products before, or only consumer goods?
The Verdict for 2026
You can hire a generic agency and get generic results. Or, you can acknowledge that in the high-stakes world of Fintech PR in Latin America, you need a partner who understands the local law as well as they understand the algorithm.
Don’t just look for “influencers.” Look for influence.
