Fintech companies · Financial services
Win the user who finishes KYC and the bank that signs the pilot.
Picture a lending app in Bengaluru that pays for four thousand installs. Nine hundred open the app, three hundred begin KYC, a hundred and twenty finish, and fewer than that borrow.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A fintech company uses software to lend, invest, insure, save or run finance for a business, and a lending product has a bank or NBFC partner behind it. Marketing brings in app users who complete KYC, or institutions who pilot your product. Sales gets each one live. GullySales writes the copy your compliance head approves and counts accounts, not installs.
The growth lead sees install cost on one dashboard and disbursals on another, and nobody has joined the two. Meanwhile the head of enterprise sales has spent seven months getting a mid-sized NBFC to pilot the collections module, and the proposal sits with a CTO who wants a security questionnaire answered.
Fintech in India is two kinds of selling under one name, and they barely overlap. One sells to consumers and small businesses through an app and a partner lender. The other sells software to banks, NBFCs and finance teams, through demos, pilots and slow procurement. Procurement can run for months. The regulator, the partner bank and a user's fear of losing money all limit what either can say.
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How buyers decide
How fintech companies are chosen.
A consumer or small business chooses an app by trust and by fit. Trust comes from the partner bank or NBFC named on the page, the regulator's registration where it applies, a clear grievance route, and reviews on the Play Store that do not describe a harassing recovery team. Fit is the thing they came for: money by tomorrow, a place to invest small sums, or a current account without a branch visit. The user abandons any step that asks for more than they expected.
An institution chooses a fintech vendor by risk. The bank's technology head, risk head, compliance officer and operations head each need a different answer. Is the data held in India? Who audited the system? Who else uses it? How does the pilot end? Working software does not settle it.
Both audiences read the same website, and it must say the right thing to each. A page written for investors in the company does neither job.
The problem
What usually goes wrong for fintech companies.
What owners tell us on the first call, in their words.
“We buy installs and we do not know who finishes KYC”
Cost per install looks fine and cost per funded account tells a different story. Marketing and product report to different people and nobody owns the gap.
“Our compliance head rewrites every ad”
Copy goes back and forth for days, then comes out so cautious that it says nothing. The ads that run are the ones that passed review, not the ones that work.
“Reviews on the Play Store describe a problem we fixed last year”
Users who had a bad experience wrote once and left. New users read them and do not install.
“Bank pilots stall at the procurement stage”
The champion in the innovation team loves us. The CISO, the legal team and the operations head have never heard of us.
“Our site explains the technology and not the customer's problem”
A shop owner who needs working capital and a CFO who needs reconciliation land on the same page about APIs and machine learning.
“We lose trust when the partner lender is not clear”
Users cannot tell whether they are borrowing from us, from a bank or from an NBFC, and that doubt ends the application.
What we do
What we do for fintech companies.
Everything included for fintech companies.
A funnel map from install to funded account
Each step from install to first transaction, with the drop at each and the reasons users give when asked, drawn from support chats and a short exit prompt.
A trust page
A plain page naming the partner lender or bank, the registrations that apply, the grievance route, how data is used and how recovery works, written for a user and approved by your compliance head.
A pre-approved library of ads and messages
A set of claims, disclaimers and phrases your compliance head has signed off, so new creative does not need a fresh review each time.
Store listing and review routine
The Play Store and App Store text, screenshots and a routine for asking happy users to review and for replying to complaints.
An institutional sales pack
A security and data note, an integration overview, a pilot outline and answers to the questions a risk head asks, written to be forwarded inside a bank.
A pilot-to-contract follow-up routine
A record of every person on the buying committee, what each asked and what was sent, so the next message to the CISO does not repeat what the CTO already has.
Reporting by cohort
Installs, KYC completions, funded accounts and, for institutions, demos, pilots and contracts, by source and by acquisition cohort.
How the result is measured
- Install to KYC completion rate, by source
- Cost per funded account
- Share of started applications that were completed after follow-up
- Demos, pilots and contracts for institutional sales
- Store rating and share of replied reviews
- Support complaints per thousand new accounts
Recorded as a baseline before work starts, so every later report has an honest comparison.
Every service, written for fintech companies
Each has its own page: what it involves for fintech companies, what you get, and what it is measured on.
- Lead generationBring in users who finish KYC and lenders who agree to a pilot.
- SEOBe the page a borrower, investor or bank officer finds when they search.
- Social media marketingUse social media to teach, to reassure and to reach lender decision makers.
- Content marketingWrite what a worried user or a cautious risk head needs to read.
- Buyer personasDescribe the borrower, the investor and the bank committee in their own words.
- CRMKeep one record for the user in KYC and one for the bank in procurement.
- Follow-up systemsReach the user who stopped at KYC and the bank that went quiet after a demo.
- WhatsApp marketingFinish the application on the channel where the user already talks.
- Digital marketingRun search, social, store and outreach as one path to a funded account.
- WebsitesBuild a site that tells users who lends and tells banks how it is secured.
Worth a page and a campaign of their own
App install to completed KYC · Digital personal loans · Small business working capital through an app · Mutual fund and investing apps for beginners · Online insurance purchase · Credit score checks and credit-building tools · Software for lenders: loan origination and collections · Business accounts and expense management · KYC and onboarding technology for regulated entities
Priority campaigns
Campaigns for what fintech companies most want to sell.
Each one planned around when your buyers decide, and measured against the baseline.
KYC completion campaign
WhatsApp, SMS and push messages to users who started and stopped, with the specific document or step they stopped at.
Small business owner lending campaign
Search and Meta ads aimed at shop owners and traders who need working capital, with a page that explains in plain words who lends and what is needed.
Beginner investor education series
Short videos and articles on starting small, written without fund tips and approved by compliance.
Bank and NBFC account-based outreach
A named list of lenders, a role-by-role note for each buying committee and a sequence of calls, emails and LinkedIn messages.
Review recovery programme
A routine for responding to every negative review with a real answer, and for asking satisfied users to rate after a successful transaction.
Beyond search
Where we reach buyers of fintech companies, beyond Google.
Search matters, but it is rarely the only way this industry's buyers find a supplier.
Google Search and app stores
Users search for a personal loan app or a way to invest small amounts. The store listing is the landing page, and its reviews decide the install.
Meta and YouTube
Wide reach for consumer apps, but an ad that hides the eligibility rule fills the funnel with installs that stop at KYC. The creative has to state who can borrow or invest.
WhatsApp and SMS
Where an unfinished application is revived. Consent, opt-out and the sender registration all need care.
LinkedIn and industry events
How a bank's technology and risk heads meet vendors. A founder who talks clearly about the problem is remembered.
Partner lender and bank channels
A partner's own customers are an audience, and the partner will have rules about what you may say.
Who it is for
This is written for these fintech companies.
- Digital lending apps working with an NBFC or bank partner
- Investment and wealth apps for first-time investors
- Insurance technology platforms selling policies online
- Credit score and personal finance apps
- B2B software for banks, NBFCs and cooperative lenders
- Business accounts and neobank-style apps run with a partner bank, for startups and small businesses
- Accounting, billing and expense tools for small businesses with a finance element
- KYC, collections and risk technology sold to regulated lenders
Not for
It is not the right fit if.
- You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
- You need enquiries by next week and have nobody to answer them.
- You want posts and reach reported, not enquiries and orders.
How it works
How the work runs for fintech companies
The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.
- 1
Trace the funnel
One user and one bank prospect are followed through every step from first touch to live account, and the point where each stops is written down.
- 2
Agree the words with compliance
The trust page, the claims library and the disclosures are drafted, then go to your compliance head for sign-off.
- 3
Fix the leaks
KYC messages, store listing, review replies, and for institutions, the security pack and the follow-up record.
- 4
Run acquisition and outreach
Search, social and WhatsApp for users, account-based outreach for lenders, each tracked to a live account.
- 5
Read by cohort and move budget
Cost per funded account by source, and pilots started by outreach, decide where the next rupee goes.
Where this fits
Three pieces of sales work, in this order.
GullySales builds every engagement from three pieces of sales work. This page is not one of them, but the same three steps apply to the business behind it.
Step 1
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.
FAQ
Questions fintech companies ask before they call.
Not here? More answers, or ask on WhatsApp.
What can a fintech say about approvals, rates and returns?
Do you buy installs?
We sell to banks and consumers. Which first?
Can you help with Play Store reviews?
How is this different from your page for payment companies?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
Part of Financial services. See the other industries in the sector.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.