Personalisation That Actually Works for Fintech Decision Makers
Most outbound teams think personalisation means referencing a LinkedIn post, congratulating a funding round, or repeating something from a press release.
In fintech, that is the fastest way to get ignored.
Fintech buyers operate inside strict rules, approval cycles, and risk controls. They only respond to personalisation that shows you understand what affects those systems.
If you want replies, your message must reflect real operational pressure, not personal branding signals.
What fintech leaders treat as meaningful personalisation
Fintech decision makers notice when you reference something that impacts:
• verification load
• onboarding friction
• payout timing
• compliance oversight
• operational scalability
And they ignore anything that doesn’t touch these areas.
For example
A comment about their CEO’s interview = irrelevant
A reference to rising payout volume = highly relevant
How to personalise using operational signals instead of social signals
There are only a few categories of signals that fintech leaders genuinely care about. Everything else is noise.
1. Product changes that affect approval flow
• adding payouts
• adding marketplace features
• introducing wallets or stored value
• reworking onboarding flow
These changes create new verification logic.
Acknowledge that, and you immediately sound credible.
Example
“Your new payout feature usually increases verification steps. Teams often see approval cycles slow down at this stage.”
2. Regulatory movement
• new jurisdiction
• licensing approvals
• policy updates
• expansion into higher risk markets
These changes introduce complexity that your solution can address.
Example
“Your UK license approval typically means additional checkpoints in early payout flow.”
3. Hiring patterns that point to rising workload
• compliance analyst
• AML investigator
• payments operations
• onboarding specialist
Hiring indicates bottlenecks.
Example
“Noticed several new compliance roles. That usually means manual review volume is increasing.”
4. Public user friction
• payout delays
• repeated KYC loops
• slow verification reviews
This reflects real operational strain.
Example
“Saw users mentioning payout wait times. That usually signals manual verification bottlenecks.”
The personalisation formula fintech leaders trust
Forget flattery
Forget surface level details
Forget LinkedIn stalking
Use this instead:
- Point to a real operational or regulatory signal
- Explain what that signal usually means internally
- Connect your value to that interpretation
It reads like this
“Saw your expansion into LATAM. That usually adds new verification steps and increases approval load. We help teams standardise review flow so approvals stay predictable.”
Short
Relevant
Why this style works
Because fintech decision makers are not impressed by compliments.
They are impressed by accuracy.
Operational accuracy.
Regulatory accuracy.
Workflow accuracy.
Show that in the first sentence, and the reply rate changes instantly.
