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Payment and fintech companies · Lead generation

Count the merchant who took a first live payment, not the one who filled the form.

Lead generation for a payment or fintech company is bringing in sellers and finance teams worth a sales conversation and following them from signup to the first live transaction. GullySales sorts enquiries by true source, chases applications stuck in KYC, and measures merchants live instead of forms filled.

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 Demand and lead generation

What lead generation means

Lead generation is the combined work of every channel that brings in a new enquiry, whether from search, adverts, referrals or a stall at an exhibition. GullySales runs these channels together and reports the number of enquiries each one produced, not the activity behind it.

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.

  • “A signup is not a lead until the documents arrive”

    Most self-serve signups stall at PAN, GST or bank proof. Counting them as leads hides the real queue, which is applications nobody is chasing.

  • “Students, shoppers and job seekers fill your forms too”

    A contact form attracts people wanting a refund, a job or a free API key for a college project, and they crowd out the merchant who wrote in the same hour.

  • “Partner and reseller leads have no owner”

    A bank officer, an ERP vendor or a web agency passes a merchant to you, nobody records who sent whom, and the partner never hears what happened.

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. Lead sources defined and recorded

    Website signup, sales call, partner referral, plugin listing, event and inbound WhatsApp each logged in the CRM with where the merchant came from.

    Result: You know which door brings live merchants.

  2. A qualified lead written down

    Business type, platform in use, payment methods wanted and papers ready, agreed with sales before any lead is counted.

    Result: Nobody argues about the number at the end of the quarter.

  3. A tracker for applications stuck in onboarding

    A named person contacts every application stopped at a missing document, with a short list of what is needed and a note in the record.

    Result: A merchant who stalled gets help instead of silence.

  4. A filter for the wrong enquiries

    Refund complaints, job applications and support questions routed to the right inbox with an automatic reply linking to help pages.

    Result: Sales sees merchants only.

  5. A partner referral register

    Each partner, the merchants they sent, the status of each, and a note back to the partner, kept in the CRM.

    Result: Partners keep sending merchants because they hear what happened.

  6. Report against the baseline

    Signups, KYC completed, merchants live and first payments by source, set against the baseline recorded before work began.

    Result: You can see which source brings merchants who actually trade.

How the result is measured

  • Enquiries generated
  • Cost per enquiry
  • Enquiries by source

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

Read the full demand and lead generation page

Where enquiries come from

The ways a merchant or finance head reaches a payment company, and what to record when each arrives.

Self-serve signup on the website
Record the time, the page they came from and the stage reached. Send a message listing the papers needed, and mark the application stuck if none arrive.
A call to the sales line
Note the caller's business, platform and what prompted the call, and ask what they use now. Send the document list on WhatsApp straight after, and log the call.
A message on the business WhatsApp number
Treat it as a lead only if it is about accepting payments. Reply as a person, record the number, and move refund and support questions to the support inbox.
A plugin or app-store listing
Tag every signup with the platform it came from. A developer who installs a plugin and stalls needs a setup guide, not a sales call.
A referral from a bank officer, accountant or web agency
Log the referrer and the merchant together, and tell the referrer how the application ended, so they keep sending merchants your way.
An enterprise request from a procurement form
Record the company, who asked and which review is pending: security, legal or finance. Reply with the response folder, and note who owns each answer.

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 lead generation work runs

  1. 1

    Understand your capacity

    We agree how many enquiries your sales team can actually handle well, so the system is not built to overwhelm it.

  2. 2

    Audit current sources

    We check what already brings in enquiries today, even informally, before adding anything new.

  3. 3

    Strategise the channel mix

    Content, search and paid channels are chosen based on where your buyers already look.

  4. 4

    Implement capture and follow-up

    Pages, forms and a follow-up process are built and connected end to end.

  5. 5

    Measure and optimise

    We track enquiry volume and quality and adjust the channel mix to match.

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
Should we buy lists of merchants?
No. Lists of shop owners bought from data sellers are mostly out of date and were not collected for your use, which is a problem under India's data protection law and for your own consent record. Use directories, partner referrals and inbound enquiries you can trace.
The same merchant signs up three times. Which counts?
One merchant is one record. Match on the business PAN or GST number, merge the records and keep the first source and the latest stage. Counting duplicates inflates signups and hides how many merchants you actually reached.
How do we count a merchant who came through a field visit or a bank officer?
Write it down the day it happens, in the same CRM, with the referrer's name. A visiting card or a verbal introduction counts as a source only if someone recorded it. Otherwise it gets credited to the website at signup.
What counts as qualified for a lending or buy-now-pay-later product?
For a lender, qualified means the borrower meets the product's published eligibility and agreed to be contacted, not that credit is approved. The decision stays with the regulated lender, and your pages must never suggest approval is certain.
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.

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