Crypto bros. Pyramid schemes. Lost fortunes. The media has rarely painted a flattering picture of cryptocurrencies, and Coinmotion, Finland’s leading crypto service with more than 155,000 users, wanted this narrative to change. All too often it was the industry’s poor reputation that stood in the way of growth. It led to a situation where many Finns simply didn’t realize that crypto investing can also be safe, regulated, and trustworthy. The challenge was clear: rebuild the reputation of the field and bring Coinmotion into the spotlight. 

Everything starts with a reputation strategy 

In early 2025 Coinmotion partnered with Netprofile to build a reputation strategy with three clear goals: boost awareness, make crypto investing more acceptable and attractive, and position Coinmotion as the industry’s thought leader.

The process was thorough containing leadership surveys, competitor analysis, and a full PESTEL review. The message that emerged was simple but powerful: Coinmotion is ethical, compliant, and reliable – and deserves to be heard.

However, reputation cannot rely solely on positive storytelling. That’s why a solid issues management foundation was also created for Coinmotion, identifying risk scenarios, assigning crisis communication roles, creating an action model, and drafting a Q&A for the toughest questions. This ensured the company would be prepared to face the media even in challenging situations.

Turning persistence into visibility 

In March 2025, armed with a clear message, Coinmotion began systematic media outreach. Early responses were hesitant at best. But persistence, hard data, and timely insights soon changed the dynamic.

The breakthrough came with Kauppalehti, which published several feature stories. Regional media followed, resulting in 27 articles over just a few months – far surpassing the target of one balanced story per month.

Impact beyond image

Results have been tangible. Positive mentions in media and social channels doubled in the first few months. More importantly, attitudes shifted: reporters now proactively seek Coinmotion’s perspective. At the same time, the Finnish Financial Supervisory Authority granted Coinmotion a new license – the first for any Nordic crypto service – paving the way for expansion into Sweden.

Coinmotion’s journey from the margins to the spotlight is only beginning. With stronger reputation, growing media interest, and regulatory trust, the company is now in a position to lead the conversation on crypto – and make digital investing a credible and attractive option for everyone in Finland.

Our work in building Coinmotion’s reputation was rewarded with a place in the finals of the Finnish Comms Awards 2025 competition in the strategic communications consulting category.