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Payment and fintech companies · Content marketing

Explain settlement, refunds and chargebacks before the finance head has to ask.

Content marketing for a payment or fintech company is writing the answers a seller, developer or finance head wants before trusting you with their money flow. GullySales plans pieces around those questions, has your product and risk people check each line, and links every piece to a signup or a sales call.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Content marketing

What content marketing means

Content marketing is writing articles, guides and pages that answer the questions buyers search before they are ready to enquire. This makes your business visible and trusted before the first call. GullySales plans this content from the first conversation onward, choosing topics that match real search demand rather than guesses.

Also for payment and fintech companies

Sales and marketing for payment and fintech companies, the overview.

Last updated 6 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For payment and fintech companies

Where it usually goes wrong, and what we would do.

  • “News roundups bring readers who never buy”

    A post on a new circular or a funding round draws fintech staff and journalists. A seller choosing a gateway wanted to know what happens to a refund.

  • “The people who know the answers do not write”

    How a chargeback flows is known by an engineer and the risk head, who write in internal jargon or not at all.

  • “Compliance reads a blog post like an advertisement”

    A post on getting a business loan needs the same review as a banner, and without a sign-off step it sits half-finished in someone's inbox.

What we do

What we deliver for payment and fintech companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A question list from support tickets and sales calls

    The questions sellers and finance heads asked in the last quarter, grouped by stage and ranked by how many times sales heard each.

    Result: Topics come from buyers, not from a brainstorm.

  2. Explainers on how money moves

    Settlement, refunds, chargebacks, failed debits and reconciliation, each with a worked example in rupees marked as illustrative.

    Result: A finance head can follow a payment from the shopper to the bank credit.

  3. A guide written for the accountant

    How to read the settlement report, book fees with GST and match payouts to orders in Tally or Zoho Books, with a sample sheet to download.

    Result: An accountant has a page to send a client.

  4. Technical walkthroughs from your own engineer

    A named engineer's post on webhooks, retries and idempotency keys, with code that runs, reviewed by that engineer before it goes up.

    Result: Developers see people who know the problem.

  5. A plain note after an outage or a delayed settlement

    A template for what happened, who was affected and what changed, agreed in advance with legal and compliance.

    Result: A bad day becomes evidence that you tell the truth.

  6. A sign-off route for every piece

    Named reviewers in product, risk and compliance, a one-page list of claims that need evidence, and an owner for the publishing calendar.

    Result: Content keeps going out instead of waiting in an inbox.

How the result is measured

  • Pages published
  • Organic traffic
  • Enquiries from content pages

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full content marketing page

Questions buyers ask first

The questions a seller, developer or finance head asks before trusting you with money, and the piece that answers each.

What happens to my money if a payment fails?
A plain explainer on failed debits and reversals, showing the status a seller sees, who raises the ticket and what the shopper's bank does. Add a worked example marked illustrative.
Why was my settlement held?
A page on the reasons a payment can be reviewed, such as a KYC mismatch or a spike in refunds, which documents release it and who to contact. Compliance approves the wording.
How do I match payouts to orders in Tally?
A guide with a sample settlement report and a reconciliation sheet, written for the bookkeeper. Show fees and the GST on fees as separate lines.
Is it safe to put a card form on my own site?
A piece for owner and developer on hosted checkout against collecting card details yourself, with your PCI DSS position stated as it is, not as you hope it will be.
How do I handle a chargeback?
A walkthrough of the dispute steps, the papers to keep (invoice, delivery proof, chat) and the response limits your bank partner sets, as your agreement states them.
Which payment methods should my shop switch on?
A comparison of UPI, cards, netbanking and wallets for the buyer's kind of shop, listing what each asks of the seller in effort and fees, with no invented share of use.

Who it is for

This is written for these payment and fintech companies.

  • Payment gateways and aggregators for online sellers
  • UPI and QR providers with soundboxes and card machines for shops
  • Prepaid wallet and card issuers working with a partner bank
  • Digital lenders and buy-now-pay-later apps working with a bank or NBFC
  • B2B payment, vendor payout and payables platforms
  • Payroll, expense and corporate card tools for companies
  • Cross-border payment and remittance platforms
  • Neobanks and current account apps for startups and small businesses

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the content marketing work runs

  1. 1

    Confirm the plan

    Topics and formats for the coming month are confirmed against the content strategy.

  2. 2

    Produce and review

    Content is written or filmed, then reviewed by someone who knows your trade before it goes out.

  3. 3

    Publish and distribute

    Finished content is published to the site and pushed through the channels your buyers actually use.

  4. 4

    Track enquiries

    Enquiries are traced back to content where a direct line exists, and reported honestly where it does not.

  5. 5

    Report and adjust

    We report results and adjust the next topics based on what actually worked.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Our engineers have no time to write. Where does the substance come from?
From a short recorded conversation with the engineer or the risk head, which we write up and send back for correction. They fix facts rather than draft prose. Nothing goes live until the person who owns the subject has read it.
Should pages be in Hindi and regional languages?
Yes for pages aimed at small sellers and shopkeepers, such as UPI QR codes and payment links, where the buyer thinks in Hindi, Tamil or Kannada. Keep API documentation in English, since that is the language developers search in.
Video or text for explaining settlement?
Start with text. A buyer searching how settlement works wants to scan an answer and a table, and an assistant can quote text. A short screen recording of the dashboard then helps the seller who is not technical.
Can we write about a competitor's outage or hold?
Do not. Naming a rival's failure invites a reply and makes buyers wonder how you would write about your own. Describe what your process does in a hold, and let the reader draw the comparison.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for payment and fintech companies.

All articles

More for payment and fintech companies

Everything else we would do for you.

Or start from the overview: sales and marketing for payment and fintech companies.

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.

Tell us what you need