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Fintech marketing · for technical buyers and long sales cycles

The fintech name buyers already trust.

I turn skeptical, technical buyers into demand — B2B content, founder thought leadership, and product positioning, from 20 years inside financial services.

In short: Bill Rice Strategy Group is a fintech marketing agency that turns skeptical, technical buyers into demand through B2B content, founder-led thought leadership, and product positioning — a senior, strategy-led alternative to a full-service retainer or a full-time CMO hire.

Book a Discovery — 45 minSee how I work
Trusted byBoldinFigure

Why you're looking for a fintech specialist

Generic B2B marketing dies on contact with fintech.

Most agencies that say they do fintech run the same playbook they run for everyone — with your logo added to the deck.

Buyers who've been burned

Your technical evaluators are skeptical, risk-averse, and slow to trust.

Committees, not champions

Decisions stretch across months and multiple stakeholders.

Every claim is reviewed

Compliance sits on top of every word you publish.

What I do

An inbound authority engine that produces demand.

Content, founder thought leadership, and positioning that earn trust before the first sales call — take the whole engine or a single piece, all against one ICP.

B2B Content Strategy

A compounding library of authority content mapped to your buyer's journey — the pillar that makes you the name they already trust.

Outbound Pipeline

Outbound prospecting against the same ICP, run through Outbounder — the motion that books meetings with skeptical, technical buying committees.

Positioning & GTM

A 90-day repositioning sprint: ICP, message, and product positioning that make a complex product buyer-legible.

Fractional CMO

Senior marketing leadership embedded with your team — strategy, hiring, and pipeline accountability without the $250K+ full-time hire.
See the Compounding PipelineAll services

Fintech work, named

Two engagements you can check by name.

20+
years inside fintech, mortgage, and financial services
2
fintech engagements you can check by name — Boldin, Figure
1
operator start to finish — never a handed-off account team
Boldin · Fractional CMO + GTM
Enterprise sales motion for a financial-planning platform with 350K+ users.
Replaced founder-led sales with systematic pipeline generation.
Figure · Content + SEO
Authority content engine spanning 10+ verticals for a publicly traded blockchain HELOC lender.
Operational in 90 days — compliance-aware content in one of the most regulated corners of fintech.

Why founders choose me

The bars I hold myself to — use them on any agency.

These are the same criteria I tell founders to grade every firm against, including mine. If a larger execution shop or an in-house build serves you better, my guides will help you see that.

Operated inside fintech, not just marketed to it

Twenty years inside financial services — origination, servicing, capital markets. Domain fluency is the difference between months of ramp and a running start.

Compliance is assumed, not bolted on

I write every claim to survive legal and regulatory review the first time. In fintech, marketing that ignores compliance is marketing you can't ship.

Built for skeptical technical buyers

Content and outreach that earn credibility with risk-averse evaluators — not top-of-funnel volume that never converts a single technical buyer.

You work with me — and named partners

Not a junior account team, and not anonymous subcontractors. I orchestrate strategy and narrative; named partners run execution — Outbounder on outbound, Red Button Media on founder video.

An authority engine, not one-off campaigns

Content, thought leadership, and positioning compound into demand that arrives before the first sales call — not a project that ends when the invoice does.

Named, checkable outcomes

Real engagements you can verify by name — Boldin, Figure — not anonymized logos in a deck.

How engagements work

From first call to a compounding authority engine.

01

Discovery

Forty-five minutes on Google Meet. I cover your current demand, your ideal fintech buyer, and where next quarter's growth is supposed to come from. If I'm not the right fit, I'll point you to a better resource.

02

90-day diagnostic sprint

I audit your current state, sharpen the ICP, fix positioning, and stand up the first motion — so you see traction inside a quarter, not a year.

03

Build the engine

The compounding content engine and the outbound motion go live against the same ICP — one brief, one set of pipeline metrics. Outbound runs through Outbounder.

04

Compound

Content rankings stack, founder authority builds, and reporting ties marketing to pipeline. The system gets cheaper per lead as it matures.

Investment

Senior work, priced below a full-time hire.

Typical engagement

Starts at $8–15K/mo

Roughly 30–40% of a senior full-time hire. 90-day commitment to start, then month-to-month. Scope scales with whether you need content, founder thought leadership, positioning, outbound, fractional leadership, or the full engine.

See the full fintech marketing agency pricing breakdown, or compare fractional CMO vs. agency vs. in-house — and read my guide to choosing the best fintech marketing agency to see where I fit.

Questions

Fintech marketing agency FAQ

What makes a fintech marketing agency different from a generalist B2B agency?

Fintech buyers are skeptical, technical, and slow to trust, sales cycles stretch across buying committees, and every marketing claim carries compliance review. A generalist agency runs the same B2B playbook with fintech logos in the deck. A fintech marketing agency writes for compliance by default, speaks to technical evaluators, and builds for long, multi-stakeholder sales cycles.

What does a fintech marketing agency engagement cost?

Most engagements start in the $8–15K/month range and scale with scope. That is roughly 30–40% of a full-time senior marketing hire. Engagements typically begin with a 90-day commitment, then move month-to-month. The exact number depends on whether you need content, founder thought leadership, positioning, outbound, fractional leadership, or the full Compounding Pipeline bundle.

How fast will we see results?

Outbound pipeline can begin generating meetings within the first quarter. Content and founder authority compound more slowly — typically meaningful traffic and inbound by months 4–6 — but they keep paying off long after the spend stops. The 90-day diagnostic sprint is designed so you see traction inside a quarter.

Do you handle SEO, content, positioning, and outbound — or just one?

You can take one piece or the whole engine. The most-requested fintech motion is the Compounding Pipeline: B2B Content Strategy paired with Sales Pipeline Development, both running against the same ICP. Fractional CMO and GTM Strategy are available standalone or as the strategic layer on top.

What size and stage of fintech companies do you work with?

Fintech, mortgage-tech, and proptech companies — typically scaling past $1M ARR — that have outgrown founder-led marketing but aren't ready for a full in-house team. Lending and mortgage tech, payments, banking technology, RegTech, wealth platforms, and blockchain/digital-asset companies.

Should we hire an agency, a fractional CMO, or build in-house?

It depends on whether you need execution capacity, senior strategic leadership, or a permanent team. I help you see that clearly even when the answer isn't me — see my fractional CMO vs. agency vs. in-house comparison, and my guide to evaluating any fintech marketing agency.

Ready to talk?

A Discovery is forty-five minutes on Google Meet. No slides.

I cover your current demand, your ideal fintech buyer, and where the next quarter of growth is supposed to come from. If I'm not the right fit, I'll point you to a better resource. Either way you leave with something useful.

Book a Discovery — 45 minGet The Lead Brief first