Payment and fintech companies · Financial services
Get chosen by the developer who integrates you and the finance head who signs.
The founder of a home-textile brand in Karur gets a message on Monday morning: the weekend sale money has not settled, and the gateway's support has sent back a ticket number.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Sales and marketing for a payment or fintech company means bringing in the merchants, developers and finance heads who must trust you with their money before they connect you to their business. GullySales writes pages your compliance officer can approve, clears the path from signup to the first live payment, and counts merchants who went live rather than forms filled.
By lunch his developer has three documentation sites open in tabs, and he has asked a seller group which gateway pays without a fuss. Your product does the same job, and it is in none of those tabs.
Two people decide, and they want different things. The developer wants a sandbox key, a readable API reference and a status page that admits the last bad day. The finance head wants settlement reports that match the bank statement, GST invoices on your fees and an authorisation she can look up. Add a compliance officer who strikes out every 'instant' and 'free', and most fintech sites freeze as a half-approved product page.
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.
How buyers decide
How payment and fintech companies are chosen.
A small online seller asks other sellers first: a Shopify or WooCommerce group, the CA who files the GST return, a developer friend. The questions never change. Who pays on time, what happens when a payment is stuck, and will the plugin work on my store without a week of coding. One forum thread about a held settlement outweighs any page you publish.
Inside a larger company, one person integrates and another signs. The developer tries the sandbox and reads the changelog. The finance head asks for a sample settlement report, how refunds and chargebacks show up, and whether your fee invoices carry GST her accountant can book. Procurement then wants your PCI DSS status, a filled security questionnaire and the name of your partner bank.
Lending and consumer apps are chosen differently, by app store rating, a friend's message and a first look at the lender's name and the charges. A buyer of a regulated product reads what you say about fees and about who the regulated lender is. A page that hides either sends them back to the store listing. In every case the buyer is deciding whom to let near money, so the first test is whether your claim can be checked.
The problem
What usually goes wrong for payment and fintech companies.
What owners tell us on the first call, in their words.
“Developers pick a rival while our documentation sits behind a form”
The integration choice gets made on a Sunday with an API reference open in one tab. If ours needs a signup and a call to read, the developer has already moved to the next provider.
“Merchants sign up and never take a first live payment”
The form is filled, then KYC stalls on a missing GST certificate or a website with no refund page, and nobody on our side knows which applications are stuck or why.
“Everyone asks for the rate card and we send it on WhatsApp”
A rate sheet in a chat reaches a competitor by evening, and the buyer has compared one line without reading what settlement, refunds and support include.
“Sellers have read about holds and freezes”
A seller who has had money held elsewhere looks for how we handle that, and finds nothing about reviews, reserves or who to call.
“Compliance strikes out every line and the campaign stalls”
Words like instant, free and guaranteed come back crossed out, nobody keeps a list of what is allowed, and the website has not changed since the last audit.
“The enquiry inbox is full of shoppers whose payment to someone else failed”
People search for a failed payment or a refund on a shop's checkout, land on our page and ring sales. The real merchant enquiries sit behind them.
What we do
What we do for payment and fintech companies.
Everything included for payment and fintech companies, and the result each part is there to produce.
Developer documentation anyone can read
A quickstart, API reference and sample code in the languages your merchants use, on public pages, with a sandbox key a developer gets without a sales call.
Result: A developer judges your product before anyone phones them.
A trust page a finance head can check
Your regulatory authorisation or your regulated partner's name, PCI DSS status, settlement and refund process, hold policy and escalation contacts, each line approved by compliance.
Result: A cautious buyer verifies you before the first call.
A signup-to-live tracker
Every application recorded with the stage it reached, the document missing and the person chasing it, so sales sees where merchants drop out between the form and the first live payment.
Result: A stuck merchant hears which document is needed, not that the application is under review.
A rate page that survives a screenshot
Fee lines set out with what each covers, what costs extra and how GST on fees is invoiced, dated so an old sheet can be told from the current one.
Result: Price talk starts from your own sheet, not from a forwarded chat.
A copy bank cleared by compliance
A list of phrases the compliance head has approved or rejected, such as instant, zero fee and approval, with the evidence behind each claim.
Result: Copy stops coming back struck out for the same reasons.
An enterprise response folder
Security questionnaire answers, PCI DSS status, uptime history, a letter from your partner bank and sample reports, kept in one place with a named owner.
Result: A procurement team gets one folder, not a week of emails.
Report against the baseline
Signups, merchants live, first live payments and enquiries by source, reported against the baseline recorded before work began.
Result: You can tell which source brings live merchants, not just signups.
How the result is measured
- Signups against merchants who completed KYC
- Merchants live against merchants who took a first payment
- Enquiries by source: search, developer docs, partner, sales call
- Reply time to a merchant stuck in onboarding
- Sales conversations that end in a live merchant
- Enterprise deals by security-review stage
Recorded as a baseline before work starts, so every later report has an honest comparison.
Every service, written for payment and fintech companies
Each has its own page: what it involves for payment and fintech companies, what you get, and what it is measured on.
- SEORank for the integration question and the fee comparison, not for what a gateway is.
- Content marketingExplain settlement, refunds and chargebacks before the finance head has to ask.
- Lead generationCount the merchant who took a first live payment, not the one who filled the form.
- PPC adsPay for the seller choosing a gateway, not the shopper whose payment failed.
- Email marketingKeep settlement and KYC emails clean, and send offers from somewhere else.
- Buyer personasWrite for two people: the developer who integrates and the finance head who signs.
- Sales processRecord where each merchant stops between signup and the first live payment.
- Website developmentShow the authorisation, the settlement terms and the docs before the signup form.
- Reputation managementAnswer the seller whose settlement is held before the review becomes a thread.
- AEOBe the provider an assistant names when a seller asks which gateway suits a Shopify store.
Worth a page and a campaign of their own
Payment gateway for online stores and websites · UPI collect, intent and AutoPay for recurring fees · Payment links for sellers who take orders on WhatsApp and Instagram · QR codes, soundboxes and card machines for shops · Vendor payouts and bulk disbursals · Settlement reports that match Tally and Zoho Books · Cross-border payments for exporters and freelancers · Business current accounts and corporate cards · Embedded payments for software platforms and marketplaces
Priority campaigns
Campaigns for what payment and fintech companies most want to sell.
Each one planned around when your buyers decide, and measured against the baseline.
Switch campaign for sellers with a held settlement
A page and outreach for sellers whose current provider has held or delayed their money, explaining how you review a payment, what documents release it and who they can ring.
Result: You reach a seller in the days he is angry with his gateway.
Festive-sale readiness for online stores
Guides and outreach ahead of Diwali and year-end sales on checking payment success, load and support before the sale, aimed at store owners and their developers.
Result: You are the name they remember if checkout fails on sale day.
Plugin and app listing campaign
Listings and setup guides on the Shopify app store and the WooCommerce plugin directory, written in plain steps with a test order at the end.
Result: A seller who never searches for gateways finds you inside the tool he already uses.
Fee-collection campaign for schools, coaching centres and gyms
Outreach to businesses that still collect fees in cash and cheque, showing UPI AutoPay mandates and payment links, and what the parent or member sees.
Result: Fee collectors see a way off the cash counter.
Accountant guide campaign
A short guide for CAs and bookkeepers on matching your settlement report to orders in Tally and Zoho Books, with a named contact for their clients' questions.
Result: Accountants who keep many sellers' books start naming you.
Beyond search
Where we reach buyers of payment and fintech companies, beyond Google.
Search matters, but it is rarely the only way this industry's buyers find a supplier.
Shopify and WooCommerce communities
Seller groups and app stores where owners ask which gateway to use, answered by a named person from your team rather than a company account.
Accountants and bookkeepers
The CA who sets up a client's tools and reads the settlement report every week. They need a guide for Tally and Zoho Books and someone to ring.
Web agencies and freelance developers
The people who build stores for small brands often choose the gateway. They want a partner page, a sandbox and a written referral arrangement.
Software vendors who add payments
Billing, school-fee, clinic and ERP software companies that embed payments in their product, reached with an integration brief and a named technical contact.
Developer communities
GitHub issues, Stack Overflow and the India developer forums, where a good answer from your engineer is read for years.
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
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
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
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.
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 work runs for payment and fintech companies
- 1
Assess
In the free audit we trace where last quarter's live merchants came from, how many signups reached a first payment, and what a developer finds when searching for your documentation.
- 2
Make trust checkable
A trust page, a rate page and policy copy your compliance head has approved, so a cautious buyer can verify you without a call.
- 3
Clear the path to the first live payment
Signup stages recorded, missing documents chased by a named person, and a reply routine for merchants who write in stuck.
- 4
Bring in the right buyers
Documentation, comparison pages and campaigns aimed at the developers, finance heads and the accountants and agencies who choose for them.
- 5
Count live merchants
Merchants live, first payments taken and enquiries by source, read against the baseline, with the channels that bring only signups cut.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
Hotel Felicity Inn
- Situation
- A traveller compares three hotels on a phone and books one. The website was not built for that.
- What we did
- The site rebuilt around booking
- Photography and one look
- Search work for destination searches
- Content a traveller reads
- Result
- Online bookings increased 35%
- Organic traffic increased 50% within six months
- Positive reviews on Google and TripAdvisor increased 30%
SB Engineering
- Situation
- Buyers searching for laser cutting and sheet metal work in Bengaluru were finding other suppliers first, because the company did not rank for the terms its own customers type.
- What we did
- The site redesigned for mobile
- Search work on the buyer's terms
- Content that shows the work
- Social channels managed
- Result
- Website traffic rose 60% within six months, against a target of 50%.
- High-quality leads rose 45%, with a rise in conversion rates alongside them.
- Fifteen target keywords moved up the rankings, five of them into the top three positions.
Also worked with
Chord Road Hospital · Curtain Label · Difesa Security Services · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
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.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how you sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
FAQ
Questions payment and fintech companies ask before they call.
Not here? More answers, or ask on WhatsApp.
Can we say 'instant settlement' or 'zero fees' on the website?
Do we need to publish our rate card?
Our compliance head rejects most of our copy. How do we work with that?
Can GullySales market a lending or buy-now-pay-later product?
Will you need access to payment data or merchant records?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What if we are not happy with the work?
Notes for owners
Read more about payment and fintech companies.
- Why signed-up merchants never take a live paymentMerchants stall between signup and the first live payment at a few known points: KYC paperwork, a site that fails review, the integration, and silence. How to find which one and clear it.
- How buyers decide which lender or adviser to trustPeople choosing a bank, lender, insurance agent, adviser or payment company start from a name someone gave them, then check you before they call. This post sets out what they look for and where firms lose them.
Part of Financial services. See the other industries in the group.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.