A regulatory decision against fintech company Wise has raised questions about transparency and compliance in financial services. The U.S. Consumer Financial Protection Bureau (CFPB) has fined Wise for misleading fee disclosures, incomplete exchange rate information, and delays in refunding customers. This penalty, announced in January 2025, adds to the pressure financial technology firms face to meet regulatory expectations.
Wise now has to repair its image, and Baden Bower, a fintech PR agency with strong media connections, could help the company rebuild trust. It has secured over 5,000 media placements for 1,800 clients worldwide, making it a strong ally as Wise works to regain confidence.
The Regulatory Pressure on Wise
Wise, a global fintech firm, has come under increased attention after the CFPB issued a $2.025 million penalty for multiple violations. The agency found that Wise misrepresented fees, withheld refunds for delayed transactions, and presented misleading information about perks like free ATM withdrawals, which mainly applied to non-U.S. customers.
Investigators also found that Wise failed to provide clear details on exchange rates and service costs. Customers funding prepaid accounts through Apple Pay or Google Pay with credit cards were not given accurate fee information. These findings have put Wise under pressure to address how it communicates pricing and service terms.
The company now faces questions from regulators and customers who expect better transparency. Regaining trust will require clear communication and tangible steps.
How Baden Bower Can Help Wise Rebuild Trust
The CFPB’s ruling makes it clear that Wise needs a well-planned public relations effort. Baden Bower focuses on helping companies rebuild their reputations with direct messaging that clears up concerns and reinforces trust.
One of the first steps would be to respond to the CFPB’s findings while showing Wise’s plans to improve transparency. The message would be structured to reach customers, investors, and regulators, making sure Wise stays in control of the conversation. With connections to respected publications, Baden Bower would help get the message to the right audience.
Clear and open communication will be another priority. Instead of reacting to criticism, Wise would take steps to explain its fees, exchange rates, and service policies in a way that is easy to understand. Baden Bower may also suggest new efforts that prove a stronger commitment to fairness and customer education.
AJ Ignacio, CEO of Baden Bower, explains the strategy: “This is bigger than fixing an image problem. Wise has an opportunity to lead by improving how it communicates with customers. Our job is to help them take action and create real change.”
Using Guaranteed Media Placements to Manage a Crisis
Baden Bower specializes in securing media placements that allow companies to take control of their message. For Wise, this could mean delivering its side of the story instead of letting negative press dictate public opinion.
The agency would likely focus on getting featured in respected financial publications at well-timed moments, aligning media coverage with Wise’s improvements. Articles could explain how international money transfers work and how Wise plans to make its pricing more transparent. This would help the company regain trust while also educating customers about the industry.
Exclusive interviews with Wise executives could also help. Speaking directly to customers and stakeholders would allow the company to address concerns, outline its next steps, and provide reassurance.
However, some in the industry question whether guaranteed media coverage is ethical. A veteran PR professional, speaking anonymously, warns, “There’s always a risk that guaranteed placements come across as paid content rather than genuine news. That can hurt credibility.”
Ignacio responds, “We work with media outlets to make sure what we publish is relevant and valuable to their readers. The goal is to create a meaningful conversation, not just coverage.”
A New Focus on Transparency and Compliance
After the CFPB fine, Wise needs to regain trust and show that it is serious about compliance. Baden Bower’s ability to develop strong messaging could make a difference.
The plan would include clear actions instead of just statements. Wise could introduce better communication policies, improve fee disclosures, and provide public updates on its progress. Baden Bower, as a publicist for hire, would push for these efforts to receive media attention, moving the discussion away from past mistakes and toward improvements.
A structured transparency plan could also help. Wise might introduce public audits of its fees, simplified guides on exchange rates, and a customer advisory board to provide feedback.
Ignacio explains, “This fine doesn’t have to define Wise’s reputation. If handled correctly, it could be a turning point. We would help them introduce tools that explain fee structures more clearly and create educational programs that make international money transfers easier to understand. The goal is to make real improvements, not just respond to a crisis.”
With this strategy, Baden Bower aims to help Wise recover while strengthening its reputation in the long run. Combining reputation management with practical solutions, the agency provides a model for fintech companies handling regulatory issues.
