The real problem is not the product

Payments platforms, payout solutions, AML tools, and compliance tech often have strong value.

But outbound still fails.

Not because buyers are impossible to reach, but because the messaging ignores how fintech people think, decide, and evaluate risk.

Below are the five core failure points in fintech outbound and how to fix them.

1

Messaging sounds like generic SaaS

Fintech buyers instantly filter out messages that

• promise speed without proof

• describe features instead of outcomes

• ignore regulatory context

• use buzzwords instead of specifics

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Fintech expects

• precision

• credibility

• clarity

To fix this

Replace “We streamline payments” with

“We help teams reduce payout approval time by 30 percent while staying audit ready.”

2

No understanding of the risk lens

Fintech decision makers evaluate every tool through risk.

They ask

• Will this introduce compliance exposure

• Does this work across jurisdictions

• Is the audit trail complete

• Can this survive scrutiny from regulators

Outbound fails when it does not address these concerns upfront.

How to correct this

Lead with risk reduction or compliance outcomes.

Proof should appear early, not at the end.

3

ICP is too broad

Fintech teams often target

• “all PSPs”

• “all banks”

• “all financial platforms”

This dilutes messaging and lowers reply rates.

High-performing ICPs look like

• PSPs expanding into Latin America

• B2B marketplaces with increasing cross border volume

• Fintech products scaling their compliance team

• Platforms adding new payout corridors

Outbound succeeds when the ICP reflects real intent signals.

4

Research is shallow or irrelevant

Many SDRs open with

• “I saw your funding round.”

• “Congrats on your growth.”

• “I noticed you are hiring.”

Fintech buyers do not care.

They care about operational and regulatory signals.

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High intent signals include

• new licensing announcements

• updated KYC processes

• product launches with payout features

• friction on customer onboarding

• expansion into new jurisdictions

This research makes personalisation meaningful.

5

No trust markers in the first message

Fintech buyers do not believe claims without a trust anchor.

Strong trust markers

• SOC

• PCI

• ISO

• AML certifications

• transaction level transparency

• measurable reduction in risk or approval time

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Weak trust markers

• logos

• adjectives

• narratives

Fix

Introduce one trust marker early, not five later.

What successful fintech outbound looks like

Fintech outbound works when

• the ICP is narrow

• the signal is real

• the message ties to risk or compliance

• proof is visible immediately

• the ask is small

The best-performing messages are usually three lines.

Example

“Teams expanding into new payout markets often hit compliance delays. We provide audit ready workflows that cut approval time without changing your risk model. If relevant, open to a short intro call.”

Subject ideas

• lower risk

• payout clarity

• audit ready

• compliance insight