Fintech · Payments · Wealth
Product marketing for companies where the compliance officer is part of the buying committee.
Financial products are sold to people who are personally accountable if the decision goes wrong. That changes what the messaging has to do, who it has to survive, and how long the sale takes.
What's different about selling financial infrastructure.
The buying committee has a veto seat.
Risk, compliance or legal can stop a deal that product and finance both want. Messaging that only speaks to the economic buyer dies in that room.
Trust is the product.
In payments and wealth, the thing being bought is the reduction of a risk. Feature lists don't reduce perceived risk; specificity and proof do.
The regulatory story is the positioning story.
Licences, custody, settlement and jurisdiction aren't compliance footnotes. In this category they're differentiators, and most companies bury them.
The null alternative is a bank.
Not another startup. The honest competitor is the incumbent relationship the buyer already has and doesn't love, which is a completely different argument to win.
The work.
Globcoin
A better stablecoin answer that took a paragraph to say.
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WealthKarma
Retirement for GCC expats, in a market with no enrolment moment to hook onto.
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Payhaps
A checkout product with no cost of capital, sold into a category built around one.
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Sumsub
KYC for European gambling. Three buyers including the regulator, each with its own message.
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I've built go-to-market for a currency-basket product sold to institutions, a retirement platform for GCC expats that I co-founded, a payments company where I built the marketing function from zero, and I've worked a structured brief for an identity-verification business selling into fintechs.
Four is not a hundred. What it buys you is that I won't spend the first three weeks learning what a settlement window is, or why your compliance team keeps rejecting the homepage.
Where I am.
Based between Dubai and Barcelona, working across the EU and GCC. European and Gulf hours, not US hours, which matters more than it should when the compliance call needs three people in one room.