Marketing Consultant for Fintech and Financial Services

Acquisition strategy and paid media for fintech startups, digital banks and insurtech operating in regulated markets, with complex sales cycles and buyers who don't trust easily.

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B2B Pipeline · Last 30d
Live
Lead 100%
1,248
MQL 32% · marketing-qualified
399
SQL 9% · sales-qualified
112
Customer 1.8% · closed-won
22
account_balance
Marketing for Fintech

Acquisition that survives KYC and platform policies

Fintech marketing is one of the most demanding environments: strict ad restrictions, natural user distrust, KYC friction and messaging mistakes that cost account suspensions. I build acquisition engines that work within those limits and optimise for real activation, not cheap leads.

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Certification and regulated messaging

Accounts certified for financial products, compliance with Meta policies and messages that build trust without promising guaranteed returns.

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Optimisation for activation, not leads

Funnel to KYC completed and first activation, not just registration. Tracking connected to CRM to see the real customer, not the click.

-30%
Cost per activation

Average reduction after optimising funnel, targeting and KYC messaging.

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Conversions, last 7 days?
Same window · Same property · Different sources
G
Google Ads
Conversions (in-platform, last-click)
0
M
Meta Ads
Conversions (7-day click + 1-day view)
0
A
GA4
Key events (data-driven, all sessions)
0
✓Reconciled
Unique buyers, server-side, dedup'd across sources
0
Same definition → ROAS, CAC, LTV
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Problems I solve

Common growth problems in fintech and insurtech

Almost every fintech arrives with the same combination: KYC blocks conversions, restricted messaging prevents differentiation, users churn in the first 30 days, and generic keywords are economically unviable.

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KYC as a bottleneck

Mandatory verification that adds critical friction. Many users register and never complete KYC. Optimising it is the most underrated growth lever.

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Restricted messaging that fails to differentiate

No guaranteed returns, no explicit comparisons, no certain language. Differentiation has to come from angles that build trust within regulatory limits.

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Churn in the first 30 days

The user activates and never comes back. If the campaign promises an experience different from the product, early churn is inevitable. Marketing and product have to be aligned.

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Saturation in generic keywords

Competing against neobanks and international platforms on obvious keywords is economically unviable. The opportunity is in high-intent niches.

How I work with fintech and insurtech companies

Four phases to connect paid media to real business metrics: cost per activation, retention and LTV — not clicks or impressions.

01

KYC funnel and accounts audit

Campaign review, tracking setup, traffic quality and full funnel analysis from click to activation. A clear diagnosis of leaks and levers.

02

Compliant strategy by channel

Google Ads certification for financial products, messaging that respects Meta policies, and an insurtech-specific strategy (B2B2C, embedded, usage-based) when it applies.

03

Implementation and tracking to activation

Conversions by channel, funnel steps (registration, KYC, first use, first payment), CRM integration and multi-touch attribution when it applies.

04

Real CPA reporting and 30/90 retention

Dashboards with cost per activation (not per lead), KYC completion rate, 30/90-day retention and contribution to MRR/GMV. Investment decisions with real data.

Results you can expect

  • trending_down

    Real CPA reduction

    Between 20% and 40% less in cost per activation (not per lead) in the first 3–6 months by optimising funnel and KYC messaging.

  • verified_user

    Zero account suspensions

    Correct management of financial-product messaging, no compliance surprises that freeze spend at critical moments.

  • monitoring

    30/90 retention visible by channel

    Real visibility of CAC by channel and of each cohort retention, to invest with business data, not vanity metrics.

~/clients/fintech, optimization.log
recomendación verificada · linkedin
Marc Antoni Macià
Marc Antoni Macià · 1er
Founder at Novicap, Chairman @ Kalma
Jan 7, 2026, Client of Pau

If you're looking for someone who combines strong performance marketing expertise with ownership, rigor, and a collaborative mindset, Pau is an excellent choice.

full recommendation
measure --metric=cpa --segment=fintech
result · fintech
-30% CPA
Average reduction in 3–6 months
fintech · paid · kyc · google · meta
listo

Let's see if it's worth working together

Two honest columns: when we click and when we don't. Better to make it clear before the first call.

Probably yes if...
  • check_circleYou have a fintech or insurtech product with initial product/market fit
  • check_circleYour Google or Meta account is eligible for financial certification
  • check_circleYou want to optimise for activation and KYC completed, not for cheap leads
  • check_circleYou need a senior who understands ad compliance, not an account manager
  • check_circleYour monthly paid spend is at least €3,000–5,000
Probably no if...
  • cancelYou are pre-MVP and your product is not authorised or regulated yet
  • cancelYou are looking for someone who only ships creatives, with no strategy
  • cancelYour value proposition requires promising guaranteed returns
  • cancelYou expect results in 30 days without touching onboarding or KYC

Frequently asked questions about Fintech

Which ad restrictions affect marketing of fintech products?

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The main ad platforms have strict policies for financial products. Google Ads requires specific certification to advertise bank accounts, loans, investments and insurance depending on the country. Meta restricts targeting by financial behaviour and limits some formats for financial services. A specialised consultant knows these restrictions in advance and designs the strategy to comply with them without sacrificing campaign effectiveness.

How do you measure the success of a marketing campaign in fintech?

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Key fintech metrics are cost per activation (not just per lead or per registration), conversion rate from registration to active user, cost per customer who passes KYC, 30/90-day retention and customer LTV. The most common mistake is optimising for cheap leads that never pass KYC or who sign up and never activate the product. What matters is how much it costs to acquire a customer who uses the product and generates revenue.

What is the typical sales cycle in a fintech startup?

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It depends on the product. In neobanks and payment wallets the cycle is short: the user registers, completes KYC and activates the account in days or weeks. In B2B fintech (treasury software, enterprise payment platforms) the cycle is longer: it can take months with multiple decision-makers. In both cases paid media plays a role, but the strategy is radically different.

How does marketing work for insurtech?

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Insurtech marketing has its own challenges: insurance is a low-frequency, high-consideration product, which means the funnel has a long cycle and trust is a critical variable. For usage-based or embedded insurtech, acquisition usually comes more through B2B2C (partner integrations) than direct-to-consumer campaigns. Paid media complements this with high-intent search and retargeting.

Which paid media channels are most effective for fintech in Spain?

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Google Ads is the most direct channel to capture existing demand: users actively searching for a neobank, an investment platform or a payments service. LinkedIn Ads is the most effective channel for B2B fintech, where you need to reach CFOs, finance directors and operations leads. Meta Ads works well for retargeting and personal-finance interest audiences. The optimal mix depends on the product and the ICP.

Do you work with fintech startups in early stages?

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Yes, although the type of work varies by stage. Pre-product/market fit, the priority is validating channels and messaging with controlled budget, not scaling. From Series A onward, or once there is evidence of healthy retention, it makes sense to build a scalable acquisition engine. In every case, the first step is an audit to understand the starting point and define the right plan.

Does this approach fit what you need?

If yes, drop your details and I'll review your case personally. No commitment.

  • check_circleSnapshot of your current marketing setup
  • check_circleRoadmap of actions and goals
  • check_circleExecution and coordination of projects