The Fintech Marketing Agency That Earns Trust From Finance Teams
Finance teams don’t switch payment, lending or spend platforms on a whim. We target the CFOs, controllers and advisers who decide, and build the proof and follow-up a cautious buyer needs.
Selling into a finance team means passing four tests
A fintech marketing agency has to plan for the whole approval chain. The person who loves your product is rarely the one who can connect it to the bank account.
Finance operations
Accounts payable, receivables and payroll staff who chase approvals, reconcile by hand and fix errors at month end. They feel the problem first.
CFO or financial controller
Weighs cost, risk and control. Wants to know who holds the funds, how it’s regulated and what happens if you disappear.
IT and security
Checks integrations with the accounting system, bank feeds, permissions and where data is stored. One unanswered question can stall a deal for weeks.
The client’s accountant or bookkeeper
Asked “what should we use?” more than anyone. A fintech they already trust gets recommended across their whole client list.
Why good fintech products struggle to get chosen
A new name near the money
Finance teams are trained to be sceptical. A clever ad with no licence details, no security answers and no real customers reads as a risk, however good the product.
The old way still works, just
Bank portals, spreadsheets and the incumbent platform are painful but familiar. Changing means retraining staff and re-doing integrations, so the case has to be obvious.
Sign-ups that never go live
Many fintechs lose a lot of customers between sign-up and first transaction. Verification, bank linking and integration steps are where interest quietly dies.
An audit, a rebuild and a CRM that follows up by stage
We haven’t published a fintech case study. Bright Balustrading is a Sydney railing manufacturer, but its situation is one plenty of fintechs will recognise: Google Ads and SEO already running, and an agency delivering lacklustre performance. The trigger was one week where results fell below 50% of KPI. The Managing Director then requested an audit of the ad accounts.
What we found: highly outdated advertising techniques (SKAG ad groups), no real changes in the account despite claims there were, and no action plan. What we did: rebuilt the advertising, set up a CRM sales system with automation flows triggered by pipeline stage, and ran our signature process for higher customer quality at a lower cost per customer.
From first ad to a live, transacting customer
For a fintech, the sale isn’t finished at the form. Each step below is tracked in the CRM, and each has its own follow-up when someone stalls.
The right finance roles
Meta video and image ads to audiences built with 3rd party B2B data: finance roles in the industries and company sizes your product suits.
A page that answers the risk
The use case, customers like them, how funds and data are protected, licence details where relevant, and integrations with the systems they already run.
Demo or application
Larger accounts book a call with qualifying questions. Smaller ones apply directly. Each lead lands in the CRM with its source and stage.
Stage-based follow-up
Email and SMS triggered by what they haven’t done yet: finish verification, connect the bank feed, run the first payment, invite the team.
Ads a sceptical CFO will actually watch
Angles we’d test, not past campaigns. All of them are drafts for your compliance team to review, and what finally runs is shaped by conversations with your customers.
Ads that get through compliance the first time
General guidance, not legal advice. What applies depends on what you offer and how you’re licensed, so your compliance team or adviser signs off every ad before it runs.
Specific, true and provable
Statements about speed, savings or fees need to hold up for a typical customer, not your best one. If a claim needs a footnote to be true, it’s usually the wrong claim.
Extra rules for lending and investment
If you offer credit or a financial product, ASIC’s guidance on advertising and your licence obligations apply, and a target market determination may limit who you can promote it to.
Show your controls, don’t overstate them
Name the standards and safeguards you actually have. Words like “bank-grade” and “unhackable” invite questions you can’t answer.
Ad policies on top of the law
Meta and Google have their own financial services ad policies, and some limit how you can target. We build campaigns around them from the start, not after a rejection.
Fintech marketing questions
What does a fintech marketing agency do?
It wins the trust of the people who control a business’s money, then turns that trust into demos, applications and live accounts. For us that means researching the problems finance teams face, targeting finance roles with 3rd party B2B data, producing customer and founder video, building landing pages that answer the risk questions, and setting up CRM follow-up by pipeline stage.
How do fintechs build trust with CFOs?
With evidence, not slogans. Real customers on camera, clear answers on who holds funds and how data is protected, licence details where they apply, and integrations with systems they already use. Put those answers on the landing page so the CFO doesn’t have to ask for them.
Should fintechs market through accountants and bookkeepers?
For most small and mid-market products, yes. Advisers are asked what to use by every client they have. We target practice principals by role with 3rd party B2B data and give them their own page and offer. See our bookkeepers and accountants pages for how those firms think about their own growth.
Do fintech ads need compliance sign-off?
If you offer credit or a financial product, almost certainly, and it’s good practice for any money-related claim. We write with your rules in mind from the first draft, but your compliance team or adviser approves every ad. This is general information, not legal advice.
How do we stop customers dropping off after sign-up?
Treat activation as part of the sale. Track each stage in a CRM, sign-up, verification, bank linked, first transaction, and trigger email and SMS for whoever stalls at each one. It’s the same kind of stage-based automation we set up in the Bright Balustrading sales system.
How is this different from your financial services page?
This page is for technology companies selling platforms to businesses. Lenders, brokers and planners selling the advice or the loan itself should see financial services marketing and mortgage brokers. Software businesses outside finance: SaaS.
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