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Bill Rice Strategy Group — Home

Fintech · strategy for technical buyers and long sales cycles

Earn the trust of skeptical fintech buyers.

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

Book a Discovery — 45 minSee how I work
Trusted byBoldinFigure

Why fintech marketing is hard

Long sales cycles. Skeptical buyers. Compliance on every claim.

Generic B2B playbooks die on contact with fintech. Buyers have been burned. Buying committees stretch for months. Every claim carries a compliance review. Winning here takes industry depth — not just execution capacity.

Segments I serve

Lending & Mortgage Tech

HELOC, point-of-sale lending, loan origination, servicing platforms

Payments & Processing

Payment infrastructure, merchant services, embedded finance

Banking Technology

Core banking, neobanks, BaaS platforms, open banking

RegTech & Compliance

KYC/AML, fraud detection, regulatory reporting

Wealth & Planning

Wealth management platforms, financial planning software, advisor tooling

Blockchain & Digital Assets

DeFi protocols, tokenization platforms, digital custody

Choosing one

What separates the best fintech marketing agencies.

Most firms that say they “do fintech” run the same B2B playbook with fintech logos in the deck. The ones worth shortlisting clear five bars — use them on any firm, including mine.

Industry depth, not just exposure

I've operated inside financial services — not only marketed to it. Domain fluency is the difference between months of ramp and a running start.

Compliance is assumed, not bolted on

Every claim is written 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 that earns credibility with risk-averse buying committees — not top-of-funnel volume that never converts a single technical evaluator.

Compounding systems over campaigns

Inbound authority and outbound run against one ICP with one set of pipeline numbers — an engine that compounds, not a project that ends.

Named, checkable outcomes

Real engagements you can verify by name, not anonymized logos. Ask any firm to walk you through one fintech account end to end.

I built my practice around exactly these five — 20 years inside financial services, compliance-aware by default, every engagement named in full on this site. I'm not the right fit for everyone; if a larger execution shop or an in-house build serves you better, the guides below will help you see that clearly. For the full scope of how I work with fintech companies, see my fintech marketing agency overview.

Read the buyer's guideFractional CMO vs. agency vs. in-houseAgent-ready lead generation

Default engagement

The Compounding Pipeline is my most-requested fintech motion.

Content and founder-led thought leadership paired with an outbound motion that books meetings — both running against the same ICP. One brief, one set of pipeline metrics.

Content + Thought Leadership

Authority content and founder-led thought leadership tied to your ICP's buying journey, paired with technical SEO. Compounds month over month.

Sales Pipeline Development

Outbound prospecting against the same ICP, executed by Outbounder. Charlie Parfet and John Jacquinet run the daily motion.
See the full bundle

Fintech work, named

Two anchor engagements.

Boldin · Fractional CMO + GTM
Enterprise sales motion for a financial-planning platform with 350K+ users.
Built an enterprise sales motion for a financial-planning platform with 350K+ users — replacing founder-led sales with systematic pipeline.
Figure · Content + SEO
Authority content engine spanning 10+ verticals for a publicly traded blockchain HELOC lender.
Operational in 90 days; compliance-aware content across one of the most regulated corners of fintech.

Or pick a single solution

Bundle not the right fit? Take one piece.

Fractional CMO

Marketing leadership without the full-time hire.

GTM Strategy

90-day repositioning + go-to-market sprint.

SEO + Content Strategy

Compounding inbound engine.

Sales Pipeline Development

Outbound execution via Outbounder.

How I work

I don't take every meeting.

I filter, nurture, and either book a Discovery or point you to the resource that actually helps. A Discovery is 45 minutes on Google Meet — no slides. I'll cover your current pipeline, 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.

Book a Discovery

Ready to talk?

Book a 45-minute Discovery, or start with The Lead Brief — my weekly demand-generation playbook for fintech, mortgage-tech, and proptech operators, tactical, specific, no fluff. Both work.

Book a DiscoveryGet The Lead Brief

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