B2B fintechs, in particular, face several obstacles in acquiring new customers. As B2B organizations, many struggle to establish an emotional connection with buyers. This lack of emotional connection makes it very difficult for B2B fintechs to compete with incumbent banks and other established providers who have already established both a connection and trust with customers. That trust is based on a measure of credibility and some comfort level with the services and solutions provided. These trust, credibility, and education factors are table stakes for fintechs who want to compete and acquire new customers.