FinTech startups · Lead generation
Bring in merchants and finance heads who finish onboarding, not just install.
Lead generation for a FinTech startup means finding the shop owner, finance head or partner who will complete verification and transact. An install alone is not a lead. GullySales builds the enquiry routes and the record that shows who got from first contact to first transaction.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
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.
Last updated 18 Oct 2026.
For FinTech startups
Where it usually goes wrong, and what we would do.
“An install is a curiosity, a verified customer is a lead”
A downloaded app tells the founder very little. The buyer who matters has completed KYC and moved money once. Counting installs as leads fills the report and leaves the sales team calling people who never meant to sign up.
“The shop owner trusts the person, then the product”
A kirana or clinic owner says yes after a CA, a distributor or another owner vouches for the product. Lead sources that skip those people reach the owner cold, and a cold approach about money meets suspicion.
“The finance head searches for the problem, not the brand”
A finance head hunting for a payout or expense tool types the task they hate, such as chasing receipts or paying vendors in bulk. Pages that describe that task get found. Pages that describe the company do not.
“Each buyer type needs its own route in”
A merchant, a finance head and a bank partner do not read the same page or ask the same questions. One generic form for all three loses the buyer who wanted a conversation in their own language.
What we do
What we deliver for FinTech startups.
Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.
A lead definition agreed with the founders
A written statement of what counts as a lead for each buyer type, from first enquiry to first transaction.
Result: One shared definition the sales team and the marketer both use.
Separate entry pages for merchants, finance teams and partners
Three pages, each in the words that buyer uses, each with its own form or call-back request.
Result: Each enquiry arrives already labelled by buyer type.
A source column in the lead record
Every enquiry is tagged with where it came from: a CA, an agent, search, an ad or a partner.
Result: A list showing which source produced verified customers, not only installs.
A call-back option in the local language
A short request form that asks for a number and a preferred language, so a person calls in the language the owner speaks.
Result: The owner can ask for a call without reading a long form.
A CA and distributor introduction route
A simple way for an accountant or distributor to pass on a name, with the outcome reported back to them.
Result: A record of introductions received and what became of each.
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.
What to capture or send
What to record about a prospect from the first contact to the first transaction.
- Stage the person stopped at
- Record whether the prospect installed, verified, linked a bank or transacted. The stage tells the caller what to say.
- Buyer type
- Tag merchant, finance head or partner at entry. Each needs a different first call and a different answer to who holds the money.
- Language for the call
- Capture the language the shop owner prefers, so the call-back comes in it and the owner is not asked to switch.
- How they heard of you
- The CA, distributor, field agent or search that brought them, kept as a named source so you know whose leads finish onboarding.
- Consent to be contacted
- Note the wording and the date the person agreed. The record carries it into every later call and message.
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.
- The product cannot yet complete onboarding for a new customer, so more leads would meet a broken path
- Nobody on the team is cleared by compliance to describe the product to a caller, so calls would improvise
How it works
How the lead generation work runs
The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.
- 1
Understand your capacity
We ask how many enquiries your team can answer well, who answers after hours, and what a good enquiry looks like. Without this, the system fills a funnel nobody is watching.
- 2
Audit current sources
We read your call log, WhatsApp chats, enquiry sheet and platform dashboards. The baseline is recorded: enquiries by source, reply time, conversion and cost per order.
- 3
Strategise the channel mix
Search and maps are chosen for people ready to buy, ads for people who are not yet looking, and content and referrals for trust.
- 4
Implement capture and follow-up
Pages, forms, tags, the lead record and the first-reply message are built and tested end to end. We submit test enquiries ourselves before any media money is spent.
- 5
Measure and optimise
Enquiries are traced to source and judged by what became orders, not by volume alone. Channels that fill the sheet with poor enquiries are cut back. How often you are reported to is agreed in writing.
Where this fits
Three pieces of sales work, in this order.
This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.
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 · you are here
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 owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Should we count app installs as leads?
Which source should we trust most?
Can we run lead generation for a lending product the same way?
Our NBFC partner must approve each lead message. How does lead generation fit?
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?
What if we are not happy with the work?
More for FinTech startups
Everything else we would do for you.
Closest to this: leads and follow-up
Also for FinTech startups
Or start from the overview: sales and marketing for FinTech startups.
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.