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How to get more customers for a B2B fintech company

Where finance, payments and risk leaders look, what they need to see before they trust you, and how to reach them.

Find [finance or payments leaders] at [company type and size] who need [what your product does], and write to them in my voice.

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How to get more customers for a B2B fintech company

Pick one narrow buyer, like controllers at multi-entity distributors, and name the exact pain you remove. Then write to that person directly on LinkedIn and email, with a specific, compliant claim and proof of security. Buy Google search ads on the problem terms finance teams type, such as AP automation or virtual cards for vendors. Publish pages that answer the questions a CFO and a risk reviewer ask before signing. Then build partner referrals through accounting firms and the ERP app stores your buyers already use.

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  1. 01

    Narrow to one buyer and one trigger

    Pick a single segment you can describe in one line, like controllers at multi-entity healthcare groups on NetSuite. Write down the event that makes them shop: a new ERP, an acquisition, an audit finding, a processor price increase. Every message, ad and page you write should speak to that person at that moment. Broad positioning like 'modern finance for everyone' gets ignored by people who see a dozen vendors a week. Your call; tell Revnu and it works from it.

  2. 02

    Get your claims through compliance first

    Have counsel review your core claims before you send anything. Avoid calling yourself a bank if you aren't one, and be precise about FDIC insurance and who your bank partner is, since regulators act on misleading deposit insurance claims. Don't promise returns, approvals or savings you can't back up, because UDAAP rules apply to marketing too. A pre-approved claim library makes every later step faster. Add your rules to Never Say in Settings > Memory and Revnu follows them.

  3. 03

    Build the trust pages buyers check

    Publish a security page with your certifications, data handling and subprocessors. Add integration pages for each ERP or core system you connect to, and comparison pages against the incumbents your buyers already use. Write plain answers to the questions procurement asks. These pages rank on Google, get cited when buyers ask AI assistants for vendor options, and shorten security review. You make the change, or Revnu opens a pull request if your site is on GitHub.

  4. 04

    Run targeted outbound to a short list

    List 50 companies that match your segment and show a recent trigger. Find the controller or payments lead and one senior sponsor at each. Write short notes on LinkedIn and email that name their system, their situation and one concrete outcome, with your booking link. Skip month-end and quarter-end close weeks, when finance teams don't read vendor mail. Revnu builds the list and writes to each one.

  5. 05

    Buy search ads on problem terms only

    Bid on the specific terms a buyer types when the pain is live, like vendor payment fraud prevention or multi-entity consolidation software. Skip broad terms like fintech or payments, which pull in consumers and job seekers. Send each ad group to the matching integration or use-case page, not your homepage. Complete Google's financial services verification early if your product requires it. Revnu runs these ads and asks before it spends.

  6. 06

    Recruit a few referral partners

    Approach outsourced accounting firms, fractional CFOs and implementation consultants for the ERPs you integrate with. Offer them something useful, like a partner dashboard or training for their staff, and ask for introductions to clients with your exact problem. List your product in the ERP app marketplaces and ask happy customers to review it there. Plan this push for fall, when companies set budgets and pick tools for the new year. Revnu finds the partners and writes to them; the meetings are yours.

Who buys from a fintech company

A finance or operations leader usually signs, and the deal also needs approval from security, legal, procurement and sometimes a sponsor bank or compliance officer.

  • CFOs and VPs of finance at mid-market companies

    They care about cash visibility, fewer manual steps, and not breaking the close. A new ERP, a funding round, an acquisition or a messy audit often triggers a search for new finance software.

  • Controllers and AP or AR managers

    They feel the pain daily: invoice approvals, reconciliations, vendor payment fraud attempts, chasing receivables. They often find the product first and bring it to the CFO.

  • Heads of payments and product at software companies

    They are buying embedded payments, card issuing, lending or banking-as-a-service to add revenue to their own product. Pricing pressure from their current processor or a launch roadmap triggers the search.

  • Innovation, digital and partnership leads at banks and credit unions

    They want new products without a core banking overhaul and need your vendor due diligence package in order. Strategic planning season and a new executive often open the door.

  • Compliance and risk officers

    They buy KYC, KYB, AML monitoring and fraud tools, and they veto anything that adds regulatory exposure. An exam finding, a consent order in the news, or a new rule pushes them to act.

Where to find them

LinkedIn, filtered by title and company size
Finance and risk titles are clear and stable on LinkedIn, so you can build a tight list of controllers or payments leads at the exact company type you serve. These buyers read posts about close, fraud and payments ops even when they ignore vendor email.
ERP and accounting app marketplaces
Controllers browse the NetSuite SuiteApp listings, the QuickBooks App Store and the Xero App Store when they want something that connects to the system they already run. A listing with real reviews and a clear integration description gets found at the moment of need.
Accounting and fractional CFO firms
Outsourced accountants and fractional CFOs pick the tools their clients use. One firm that likes your product can recommend it across a whole book of clients.
Money20/20, Fintech Meetup, Finovate and the AFP conference
Payments, banking and treasury buyers attend these to meet vendors on purpose. Book meetings before the event instead of hoping for booth traffic.
Reddit communities like r/Accounting, r/fintech and r/CFO
Practitioners ask blunt questions there about which spend tool or payments provider caused them trouble. Answer helpfully under your own name, and use those threads to learn the exact words buyers use.
Review sites like G2 and Capterra
Finance teams compare vendors there during evaluation and procurement often asks for them. Reviews from controllers in your target industry carry more weight than a generic badge.

What to say

Name the close-week pain

Saw [company] runs [number of entities] entities on [ERP]. Most of the reconciliation work your team does in close week is what [product] handles automatically. Worth a short look before your next close?

Lead with security before they ask

Before you spend time on a demo: we're [SOC 2 Type II / PCI DSS] and our bank partner is [bank name]. Happy to send the security packet to [their security lead] first.

Revenue for software companies

[Company] processes payments for [customer type] through [current provider]. Teams like yours add [embedded payments / card issuing] to keep that revenue in-house. Open to comparing what you'd keep?

Specific fraud or risk trigger

After the [recent vendor payment fraud pattern / new rule] news, a few [industry] controllers asked us how to check bank details before payment runs. Here's how [product] does it at [company size].

Which channels fit

  • LinkedIn outreachStrong fitFinance, payments and risk titles are easy to find and verify, and a short personal note from the founder gets read by people who skip vendor ads. Revnu finds these businesses and writes to them.
  • Cold emailStrong fitIt works when the list is narrow and the message names a real trigger like a new ERP or a funding round, and it fails when it reads like a product brochure. Revnu finds these businesses and writes to them.
  • Google and Microsoft search adsStrong fitControllers search exact problem terms like AP automation or virtual cards for vendors, and those clicks come from people already shopping, though Google requires financial services verification for some products. Revnu runs these ads and asks before it spends.
  • SEO and pages AI assistants citeStrong fitBuyers ask Google and ChatGPT comparison and how-to questions long before a demo, and a page that answers the CFO and the security reviewer both builds trust early. Revnu writes and publishes these pages.
  • Accounting firm and ERP partnershipsSometimesA strong referral source once it is running, but partners want proof that their clients succeed before they recommend you. Revnu finds the partners and writes to them; the meetings are yours.
  • LinkedIn adsSometimesTitle and industry targeting fits fintech well, but clicks cost a lot, so use it to retarget site visitors and promote one sharp offer rather than brand awareness. Revnu runs these ads and asks before it spends.
  • Facebook, Instagram and TikTok adsWeak fitFinance buyers aren't evaluating vendors there, and financial ads draw extra policy review for little return in a B2B deal. Revnu can run Meta and TikTok ads from your own accounts, but it would spend a B2B budget elsewhere first.

Lead generation

Lead generation for fintech companies

Good fintech leads come from timing, not volume. A company that just moved to NetSuite, raised a round, opened a new entity or hired its first controller is actively rebuilding its finance stack. Watch for those signals in job posts, press releases and LinkedIn title changes, and reach out while the decision is open. Skip gated ebooks that collect students and competitors. Offer something a finance lead actually wants instead, like a close checklist for their ERP or a vendor fraud review template. For example, a spend management company could list mid-market firms posting for a first controller, then write to the CFO about setting up approvals and cards before the new hire's first close. Track which trigger produced the meeting, then double down on that one.

Cold email

Cold email for fintech companies

Cold email works for B2B fintech when every line proves you looked at the company. Name their ERP or processor, their industry and the trigger, then make one claim that compliance has approved. Keep it under 100 words and end with a simple ask, like a short call or permission to send the security packet. Don't attach decks, don't use tracking-heavy templates that trip bank and enterprise spam filters, and never imply savings or returns you can't document. Send from a real person, ideally the founder, and follow CAN-SPAM with a clear opt-out and address. One example: "Saw Crestfield moved to Sage Intacct last quarter. Teams your size usually rebuild AP approvals right after. We plug into Intacct directly. Want the two-page overview?"

Advertising

Fintech advertising

Fintech advertising for B2B works best on search, where a finance buyer types the exact problem. Google and Microsoft ads on terms like accounts payable automation or KYB verification API reach people mid-evaluation. Expect policy friction: Google requires financial services verification in many cases, and ads mentioning credit, lending or crypto get extra review, so get approvals before launch. LinkedIn ads fit for retargeting site visitors by title, and Reddit ads can reach practitioners in finance communities with a useful offer. Skip Facebook, Instagram and TikTok for B2B fintech, since your buyers aren't choosing vendors there. For example, a treasury product could bid on cash forecasting software for multi-entity companies, send clicks to a page showing the ERP integration, and retarget visitors on LinkedIn with the security packet.

How customers decide

A controller or product lead usually finds you, then pulls in the CFO, IT, security, legal and procurement, and for banking products the sponsor bank or a compliance officer reviews too. Security questionnaires, contract redlines and integration questions are where deals stall. You speed it up by sending your security packet, data flow diagram, bank partner details and a sample contract before anyone asks.

One prompt, worked through

We're Tallyport, an AP automation product for regional construction and engineering firms in the Mountain West that run Sage Intacct. Find controllers and CFOs at firms with multiple project entities, write to them about subcontractor payment approvals and lien waiver tracking, and book demos on my calendar.
  1. 1Revnu reads Tallyport's website and works out that the buyers are controllers and CFOs at multi-entity construction and engineering firms on Sage Intacct.
  2. 2It finds those firms across the Mountain West and the right finance person at each, then writes to them by email and LinkedIn in the owner's voice about subcontractor approvals and lien waivers.
  3. 3The first sequence waits for the owner's yes. When someone replies, Revnu drafts the response with the owner's booking link, and replies always wait for the owner to approve them.
  4. 4Each morning it reports on Slack what moved: replies, booked demos and which message landed.

Frequently asked questions

Do we need SOC 2 before we start selling?

You can start conversations without it, but mid-market and enterprise security teams will ask, and many deals stall without it. If you're in progress, say so plainly and share your controls, data flow and bank partner details. Being upfront earns more trust than dodging the question.

Can we call ourselves a bank or say deposits are FDIC insured?

Only a chartered bank can call itself a bank. If you work through a sponsor bank, name the bank and explain that insurance applies through it and only under the right conditions. Regulators have acted against fintechs that blurred this line, so have counsel review every mention.

Should we sell to banks or directly to businesses?

Banks bring distribution and credibility but take a long time to diligence and onboard a vendor. Direct sales to businesses move faster and teach you what buyers value. Many founders win a set of direct customers first, then use that proof in bank conversations.

When is the worst time to reach finance buyers?

Month-end and quarter-end close, year-end and audit fieldwork are bad weeks, because controllers are buried. The days just after close are better, and fall budget planning is the best window for new tools. Time your outreach and campaigns around their calendar, not yours.

Who should we contact first, the CFO or the controller?

Write to both with different messages. The controller cares about daily workflow and will test the product, while the CFO cares about risk, visibility and cost. A controller who champions you internally often gets the CFO to the meeting.

What does it cost?

Plans start at $99 a month, and Revnu starts on what you typed as soon as you sign up. Cancel any time in Settings.

Does anything run before I sign up?

No. Nothing is checked or generated on this page. Revnu does the work inside your account, where it can read your website, keep what it finds and carry on from there.

Where do I learn how Revnu works?

The docs at revnu.com/docs/get-started walk through your first day, and revnu.com/docs/what-revnu-can-do lists everything it can do.

Last updated October 21, 2026

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