Fintech · Strategy for technical buyers and long sales cycles
We help fintech companies build demand engines technical buyers actually trust.
GTM strategy, B2B content, and fractional CMO leadership for fintech vendors with skeptical, technical, slow-to-trust buyers. Twenty years inside the financial services ecosystem. We speak the language and know the constraints.
Why fintech marketing is hard
Long sales cycles. Multiple decision-makers. Compliance on every claim.
Generic B2B playbooks don't work in fintech. Buyers have been burned. Buying committees stretch months. Every marketing claim has compliance review attached. Marketing that works in fintech requires industry expertise — not just execution capacity.
Segments we 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 agencies that say “we do fintech” mean they will run the same B2B playbook with fintech logos in the deck. The ones worth shortlisting clear five bars — use these to evaluate any firm, including this one.
Industry depth, not just exposure
They have 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 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 agency to walk you through one fintech account end to end.
Bill Rice Strategy Group is a small, senior firm built around exactly these five — twenty years inside the financial services ecosystem, compliance-aware by default, and engagements named in full on this site. We are 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.
Default engagement
The Compounding Pipeline is our most-requested fintech motion.
SEO + Content Strategy paired with Sales Pipeline Development. The compounding inbound engine and the outbound motion that books meetings — both running against the same ICP. One brief, one set of pipeline metrics.
SEO + Content Strategy
Authority content 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 + John Jacquinet run daily motion.
Fintech work, named
Two anchor engagements.
Or pick a single solution
Bundle not the right fit? Take one piece.
How we work
We don't take every meeting. We filter, nurture, and either book a Discovery or point you to the resource that actually helps.
A Discovery is forty-five minutes on Google Meet. No slides. We cover your current pipeline, your ideal fintech buyer, and where the next quarter of growth is supposed to come from. If we're not the right fit, we'll point you to a better resource.
Book a DiscoveryReady to talk?
Book a 45-minute Discovery, or take The Lead Brief and read for a few weeks first. Both work.
Not a fit? The newsletter still works for you.