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GullySales
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FinTech startups · Other

Win trust with a buyer who has already been burnt by a money app.

A founder has a working product for kirana owners who want to take UPI collections and a small working-capital line. Picture the first batch of installs: shopkeepers signed up by a field agent speaking Hindi, a few using it twice, and the rest left without a follow-up call, so they take it for one of those apps that stops answering when money is involved.

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

A fintech representative demonstrates a payment terminal to a shopkeeper

In one paragraph

A FinTech startup is an early-stage company that sells a lending, payments, wealth or accounting product built on software. Its sales problem is trust: the buyer hands over money or data. GullySales builds the enquiry path for the shop owner, the finance head and the bank or NBFC partner, and records which of them actually signs up.

Money products are bought on trust, and a young company has no history to show. What it has instead is a narrow customer, a clear reason to switch from the current bank or ledger, and a sales process that answers the doubt before the buyer voices it. That is the work here.

Last updated 18 Oct 2026.

How buyers decide

How FinTech startups are chosen.

A small business owner decides on a FinTech product by asking another owner, a CA or the person at the bank who knows them. If the product touches credit or customer money, they also look for the name of the regulated bank or NBFC behind it. A page that hides the partner reads as a warning.

Business buyers, such as a finance head choosing an expense or payout tool, run a trial with the accountant, check the data security paragraph and then ask for the integration with Tally or Zoho Books. The lender, bank or card network that partners with the startup is a second buyer with its own checklist, and it reads the website before the first meeting.

The problem

What usually goes wrong for FinTech startups.

What owners tell us on the first call, in their words.

  • “Downloads are fine, activations are not”

    People install the app after an ad and never complete KYC. Nobody calls them, and nobody knows at which screen they left.

  • “Customers ask who is behind the money”

    The website says nothing about the regulated partner, who holds the funds or where to complain. A careful owner closes the tab.

  • “Our field agents promise things the product does not do”

    A rate or limit quoted on the phone differs from the one shown in the app, and the first complaint lands on the founder.

  • “Bank and NBFC partners are slow to say yes”

    The pitch to the partner is a deck from the seed round. The partner's risk team wants customer proof, a process description and clean data.

  • “Content cannot say what regulation forbids”

    The marketer is scared to write about returns, limits or approvals, so the blog says nothing a buyer could use.

  • “Paid acquisition got expensive before the product earned reviews”

    Cost per verified customer keeps climbing and the board asks for a channel that is not ads.

What we do

What we do for FinTech startups.

Everything included for FinTech startups.

  1. A trust page that names who holds the money

    A plain page on the regulated partner, how funds move, where data is stored and how a customer raises a complaint. Your compliance adviser checks every line before it goes live.

  2. An activation follow-up for people who stopped halfway

    A record of who installed, who started KYC and where they stopped, plus a call and WhatsApp sequence for each stopping point.

  3. A partner pack for banks and NBFCs

    A short document on your customer segment, onboarding flow, collections process and the data you can share, written for a risk head to read in ten minutes.

  4. Agent scripts and a claims sheet

    A one-page sheet of what the field team may say about rates, limits and eligibility, and what they must not, agreed with your compliance lead.

  5. CA and accountant referral material

    A short explainer and a referral route for chartered accountants who recommend tools to their small clients.

How the result is measured

  • Installs against completed KYC
  • Activated customers by channel
  • Cost per activated customer
  • Trials started by finance heads
  • Partner meetings held and objections raised
  • Referrals from CAs and accountants

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

Every service, written for FinTech startups

Each has its own page: what it involves for FinTech startups, what you get, and what it is measured on.

Worth a page and a campaign of their own

Merchant onboarding and activation · Partner bank or NBFC introduction pack · Trust pages: partner, security, grievance route · Agent and field-sales scripts that match the product · SME finance-head outreach · Referral from CAs and accountants · Integration pages for Tally and Zoho Books · Regulator-safe content on how the product works

Priority campaigns

Campaigns for what FinTech startups most want to sell.

Each one planned around when your buyers decide, and measured against the baseline.

  • Merchant activation drive in one city

    Choose one market, such as Surat textile traders or Coimbatore workshops, and run field visits, WhatsApp demos and a local referral offer together.

  • Finance-head outreach for the business product

    A researched list of finance heads at companies with a payout or expense problem, a note on the specific problem and a trial offer.

  • Dropped-KYC recovery

    Call and message each person in your records who stopped at KYC, offering help with the document that holds them up.

  • Partner introduction round

    Pitch four or five banks and NBFCs with the same pack, track objections and fix the pack between meetings.

Beyond search

Where we reach buyers of FinTech startups, beyond Google.

Search matters, but it is rarely the only way this industry's buyers find a supplier.

  • Chartered accountants and tax consultants

    Small clients ask their CA what to use. A city-wise list and a short pack let the CA explain your product in a minute.

  • Trade associations and market bodies

    A wholesale market's association secretary can put a demonstration in front of its members. The demo and a one-page handout in the traders' language are what the secretary gets.

  • Banks, NBFCs and sponsor banks

    Each bank or NBFC that lends or settles for your segment gets its own introduction note and a copy of the partner pack.

  • Accounting software resellers

    Tally and Zoho partners already sit with your buyer while the books are set up, so they get a referral arrangement and an integration page to work from.

  • Startup and fintech communities

    Founders' forums and events where finance heads of other startups gather, handled as conversation and not as a booth.

Who it is for

This is written for these FinTech startups.

  • Payment gateway and UPI collection startups for small merchants
  • Digital lending and credit-line startups working with an NBFC or bank partner
  • Accounting, invoicing and bill-payment tools for MSMEs
  • Expense, payout and corporate-card startups for finance teams
  • Wealth and investing app startups working under a licensed entity
  • Neobanking and salary-account startups for gig and blue-collar workers
  • Remittance and cross-border payment startups for exporters
  • Regtech and KYC infrastructure startups selling to banks

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 startups

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Read the brief and your funnel

    We read your requirements brief, then your install-to-activation numbers, agent calls and partner correspondence, and write down the baseline.

  2. 2

    Mark where trust breaks

    We find the screens, pages and calls where a careful buyer hesitates and list what would answer the hesitation.

  3. 3

    Write the pages and sheets

    Trust page, partner pack, agent claims sheet and integration pages, each checked by your compliance adviser.

  4. 4

    Run one segment properly

    One customer type, one city, one channel, tracked from install to first transaction.

  5. 5

    Widen what worked

    Move budget to the channel that produced activated customers and drop the one that produced only installs.

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.

  1. 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.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. 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.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions FinTech startups ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can you write about interest rates or returns?
Only in the general terms your compliance adviser approves. Rules differ by product and regulator and change, so check each line with your adviser. We write how the product works and what the buyer needs to bring, and leave out any return, rate or approval promise.
We are pre-revenue. Is it too early to hire a sales and marketing firm?
It is too early until a real customer has used the product twice, so fix that first. Once a few customers come back, we find the segment that sticks.
Do you also pitch to our bank partner?
We prepare the pack and the meeting list and sit in on the preparation. The commercial terms stay between you and the partner.
Why not just spend more on ads for installs?
Installs are the cheap part. The expensive part is the person who completes KYC and transacts, and an ad report does not show that. We track from install to first transaction, then judge the channel.
Can we say we are RBI approved or regulated?
Only what your papers show. Being registered, being the partner of a regulated bank or NBFC, and being approved are different statements, and what you may say differs by regulator and product. Name your regulated partner as it appears in your agreement and have your compliance adviser check the line before it goes on a page.
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?
Fixes to reply time, follow-up and your Google Business Profile are the quickest to show, because the enquiries already exist. Ads can follow soon after follow-up is in place. SEO and content take longer. How long each takes depends on your business, and we tell you which applies to you after we have spoken. 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?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.

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