The financial world is no stranger to volatility.
But tariffs? That’s a different kind of challenge.
Even though most digital platforms aren’t being taxed at the border, the potential impact on FinTech is worth watching. While many effects are indirect, and highly dependent on how long tariffs stay in place, there are early signs of uncertainty influencing decision-making.
In this Q&A, Partners David Chung and Abhimanyu Julaniya give insight into what’s happening behind the scenes as FinTech leaders monitor changing tariff policy, and how they’re staying prepared without overreacting. They also share what smart leaders are doing now to protect performance and future-proof their pricing strategies.
Q. How might tariffs affect FinTech's?
Direct exposure is limited, since most FinTech offerings, software and digital services, aren’t subject to import duties. But there are possible second-order effects if tariffs persist and begin driving macroeconomic shifts.
Rising costs across the economy could eventually impact consumer budgets, slow business investment, and soften market confidence. That, in turn, could affect demand for FinTech products, particularly those tied to discretionary spend or large-scale transformation projects.
Still, much of this remains speculative unless tariffs lead to sustained economic disruption.
Q. What’s the short-term outlook on FinTech pricing?
Right now, the industry is in more of a holding pattern than a pricing pivot.
Yes, some buyers are getting cautious. A few are asking for discounts or renegotiating contracts, switching vendors altogether is not yet a trend. At the same time, FinTech's, especially those in growth mode or facing cash flow challenges may feel tempted to drop prices just to close deals. Sales teams may also lean more heavily on discounts, particularly as their targets start to feel further out of reach.
Until there’s more clarity on how tariffs evolve, and unless they trigger lasting macroeconomic effects, most players are maintaining their current strategy.
Q. What types of FinTech's are best positioned in this environment?
FinTech's with clear, immediate value will have an advantage, especially those that:
- help customers unlock savings or new revenue streams—think embedded finance, AP/AR automation, or digital insurance distribution.
- are easy to implement and integrate, especially for clients with limited resources. The lower the lift, the more premium the price.
- have strong customer lock-in and those that can raise prices without sparking churn.
These traits help insulate against temporary slowdowns and give firms room to maintain pricing confidence, regardless of outside noise.
Q. Could tariffs influence M&A activity? And, what implications would that have?
It’s possible that M&A activity would increase with tariffs providing the nudge for consolidation.
On the one hand slower growth and tighter cash positions from tariffs can make FinTech's ripe for acquisition. On the other hand, well capitalized incumbents are looking for opportunities to catch up to new-age or modern solutions.
Tariffs may not be the root cause, but they can accelerate this trend, especially for companies already under financial strain.
Should consolidation continue, we expect fewer players in the market, but stronger ones. With better value propositions and less competition, those that remain will potentially have greater pricing power.
Q. How should Fintech’s approach pricing strategy today?
- Be thoughtful, not reactive.
- Use customer segmentation to protect margins wherever possible.
- Target price increases smartly, especially toward clients who are less price-sensitive or have higher lifetime value.
- Communicate clearly and proactively. If price changes are tied to real economic shifts, like tariffs, customers will understand, as long as it’s framed well.
- Double down on usability and integration. The easier you make it for customers to onboard and see value, the more confident you can be in your pricing.
At this stage, the best move is to stay flexible, monitor the situation, and keep long-term goals in view.
Fintech pricing during tariffs is a time for discipline, not panic
Tariffs may not be hitting FinTech directly, but they are a test of pricing discipline and strategic focus. While the current impact is limited and largely dependent on future economic shifts, staying alert is key.
FinTech’s that communicate clearly, focus on value, and adjust with intention, not impulse, will be the ones best prepared for whatever comes next.
Want guidance on shaping your FinTech pricing strategy for what’s next?
Connect with the Simon-Kucher Financial Services team.
