A strategic journey from the margins to the spotlight – Coinmotion emerges as the thought leader of the crypto market 

Crypto bros. Pyramid schemes. Lost investments. The media has not handled cryptocurrencies with kid gloves. Finnish company Coinmotion leads the crypto investment market with over 155,000 users, yet the way the media has approached the topic has not supported its business. The industry’s tarnished reputation has been a true barrier to growth, as Finns were unaware that crypto investing can be done safely and in compliance with regulations. We decided to grasp the nettle: the reputation of crypto investing was in dire need of rehabilitation! 

Everything starts with a reputation strategy 

The partnership between Coinmotion and Netprofile began at the start of 2025, when we jointly developed a business-driven reputation strategy. The objectives were clear: to increase awareness, improve acceptance of crypto investments, and position Coinmotion as an industry thought leader. 

The strategy process was thorough. We surveyed participants’ insights through preliminary research, analysed competitor narratives, and conducted a PESTEL analysis of the operating environment. As a result, the core message aligned with the business strategy became clear: Coinmotion operates in accordance with requirements, ethically, and with investor safety as a priority – a fact that deserved to be heard. 

Building a reputation cannot rely solely on a positive narrative. For Coinmotion, a robust issues management foundation was established to support preparedness and regulatory response: together, we mapped risk scenarios, defined the crisis communications team, created protocols for crisis situations, and produced a comprehensive Q&A document to tackle challenging questions. This ensured the company was ready to engage with the media and stakeholders in any situation. 

Persistent work with journalists 

Once the groundwork was laid, a determined media engagement began. The first outreach to editorial offices was made in March 2025. Initially, the reception was cautious due to prevailing skepticism around the crypto sector. However, through persistent effort, timely data, and a clear message, the tide began to turn. 

Soon, Coinmotion was interviewed several times each month. Over approximately six months, Coinmotion appeared in 34 articles or news stories, ten of which were published in the nation’s leading financial media. The original goal was one balancing article per month. This target was exceeded nearly fivefold. 

Results reflected in business performance 

The impact of media relations stands out: the share of positive media coverage in Coinmotion’s media and social media monitoring doubled year-on-year. Most importantly, there was a shift in journalists’ attitudes. Coinmotion is now a go-to source for the latest perspectives on crypto. 

At the same time, the Financial Supervisory Authority granted Coinmotion, as the first Finnish and Nordic crypto service provider, a new operating license. This was a significant recognition of the company’s ethical standards and regulatory compliance – and a decisive step towards expansion in the Swedish market. 

Coinmotion’s strategic journey from the margins to the spotlight is only beginning. Strengthened reputation, heightened media interest and increased trust from authorities provide a solid foundation for growth, positioning Coinmotion as the industry’s trailblazer. It is making crypto investing a genuinely attractive and trustworthy option for Finns and steadily fostering the growth of Finnish national wealth. 

“We want to increase Finns’ understanding of crypto as an investment and promote Coinmotion as a reliable, regulated service provider. Netprofile has helped us plan and communicate our messages about regulation, ethics and general acceptance, and the results in media visibility will undoubtedly translate into greater business and awareness over time. New customer acquisition has grown compared to last year and part of that growth is thanks to improved visibility. In addition to media coverage, our agency has helped us enhance our crisis communication preparedness, which has supported our business continuity planning as part of the license application process.” 

Antti-Jussi Suominen, CEO, Coinmotion