Financial services marketing · B2B · London
Financial services marketing agency
GTM Quest is a financial services marketing agency for B2B firms that sell to banks, insurers, asset managers, payments businesses and the companies they serve.
Financial services marketing has to persuade a buying group and pass a review, so we build both into the work from the start.
We are the GTM agency for fintech that starts the motion on day one and builds the system around it in weeks 1 to 4.
Reviewed by GTM Quest · 27 October 2026 · 7 sources linked below
How a financial services programme runsaccounts first
- 01Pick the segmentWEEK 1BANKS · INSURERS · PLATFORMS
- 02Map the buying groupWEEKS 1 TO 2RISK · IT · PROCUREMENT
- 03Reviewed content and channelsWEEKS 2 TO 4EMAIL · LINKEDIN · EVENTS
- 04Pipeline and handoverMONTHS 2 TO 3MEETINGS · CRM · PLAYBOOKS
When the motion startsDay 1
01/ the role
What a financial services marketing agency does five jobs, one system
Pick a node to see each job.
Module 01 / 05
Segment
Choose the institutions to win first, such as challenger banks, building societies, insurers or wealth platforms, and say why.
Module 02 / 05
Buying group
Name the roles that decide: the business owner, risk, compliance, IT and security, procurement and finance.
Module 03 / 05
Message
Write one message per role, so the business case and the control questions are both answered.
Module 04 / 05
Channels
Run email, LinkedIn, events and partners against the same ideal customer profile and account list.
Module 05 / 05
Handoff
Pass sales a record of who engaged, what they asked and the agreed next step.
A typical B2B buying decision now includes 13 internal stakeholders and nine external influencers, according to Forrester's 2026 State of Business Buying.
That is why we plan financial services marketing around the buying group, not a single contact.
02/ who we help
Who we work with B2B firms in and around financial services
The segment decides the buying group, the evidence and the review path.
Fintech teams with a defined list of institutions usually start with account-based marketing for fintech.
Our best GTM agencies for fintech guide covers the wider market of specialists.
03/ review
Financial services marketing that survives review where the rules sit
Most B2B work is not a consumer promotion, but your buyers live with these rules, so the content has to respect them.
Module 01 / 05
Financial promotions
The FCA regulates advertising for most financial services, and its financial promotions guidance says promotions must be fair, clear and not misleading.
Module 02 / 05
Consumer Duty
The FCA says the Consumer Duty sets high standards of protection for retail consumers across financial services, which shapes what your clients ask of suppliers.
Module 03 / 05
Third party risk
The PRA's SS2/21 sets out its expectations of how PRA-regulated firms handle outsourcing and third party risk management.
Module 04 / 05
Resilience
The FCA says firms in scope of its operational resilience rules had until 31 March 2025 to operate their important business services within impact tolerances.
Module 05 / 05
Outreach rules
The ICO's electronic mail marketing guidance says you can email any corporate body, while sole traders and some partnerships are treated as individuals.
Your compliance owner approves claims; we build the review step into the calendar so campaigns do not stall.
Our guide to FCA financial promotions marketing explains where B2B content meets the promotions regime.
04/ what you get
What our financial services marketing agency delivers six outputs you can inspect
01
Account list
Named institutions in the first segment, with the reason each one is on the list.
02
Buying group map
Roles, known names and the open questions for each account.
03
Message and evidence
One message per role, with the proof your compliance owner has approved.
04
Outbound and LinkedIn
Signal-led sequences from your team, aimed at the account list.
05
Events and partners
Meetings planned around industry events and partner channels.
06
CRM and reporting
Every meeting traced to an account and a channel, reviewed weekly.
Signals such as hiring, funding and regulatory change drive timing; see signal-based selling.
05/ ecosystem
Where B2B financial buyers listen the channels that carry weight
Module 01 / 05
Industry bodies
Innovate Finance says its members range from early stage and high growth fintechs to multinational financial institutions, big tech firms and investors.
Module 02 / 05
Events
Industry conferences put the buying group in one place, so meetings should be booked against the account list before the event.
Module 03 / 05
Partners
Core platforms, consultancies and system integrators often shape which suppliers a bank shortlists.
Module 04 / 05
Peer proof
Reference calls and named case studies carry more weight than claims, once a client agrees to be named.
Module 05 / 05
Founder voice
Clear, specific posts from the founder and product leads help a buying group trust the team before the first call.
For an account-by-account version of this plan, see our ABM agency for fintech.
06/ how it runs
How the engagement runs motion first, system around it
Start the motion
We contact the first accounts while the research continues, so learning starts immediately.
Segment and buying group
We confirm the segment, map the roles and agree the review path with your compliance owner.
Content and channels
Reviewed messages go live across email, LinkedIn and events, aimed at the same accounts.
Scale, run or hand over
We keep running it with you, or hand it over with playbooks and help hiring the team.
07/ measurement
What to measure progress inside named institutions
Module 01 / 05
Coverage
How many roles in each target account you have reached.
Module 02 / 05
Engagement
Which roles replied, met or asked for evidence.
Module 03 / 05
Meetings
First meetings with the business owner, booked from the account list.
Module 04 / 05
Due diligence
Accounts that have started security, risk or procurement review.
Module 05 / 05
Pipeline
Opportunities created, with the channel and message that opened them.
For the full sequence from first account to signed contract, read our fintech go-to-market strategy guide.
08/ compare
Financial services marketing agency or the alternatives? who holds the work
Pick a comparison.
→ Financial buyers need the right proof for each role, so start with the accounts.
→ Prove the motion first, then hire into it.
09/ fit
Which help do you need? pick your situation
Where are you stuck?
15 minutes · video or phone
Book 15 minutes with a financial services marketing agency
Tell us what you sell, to which institutions and who signs off your content. We will tell you what we would run in the first week.
- 0115 minutes, video or phone
- 02A first-week plan
- 03A written next step after the call
Pick a day that suits · live availability
10/ questions
Financial services marketing FAQ
What B2B financial firms ask before they hire an agency.
It helps firms selling in or to financial services reach the right institutions, persuade the buying group and pass review, then turn that into pipeline.
Our focus is B2B: firms selling to banks, insurers, asset managers, payments firms and corporate finance teams.
Your compliance owner approves claims.
We build their review into the plan so campaigns keep moving.
Under the ICO's electronic mail marketing guidance you can email any corporate body; sole traders and some partnerships are treated as individuals.
We start the GTM motion on day one and build the system around it in weeks 1 to 4.
It depends on scope.
We scope and quote in writing after a 15-minute call.
Taking on new clients
Financial services marketing from day one
Fifteen minutes is enough to plan the first week.
12/ sources
Every source on this page
Each figure above links to one of these. All were opened and checked on 27 October 2026.
- Forrester, State of Business Buying 2026forrester.com
- financial promotions guidancefca.org.uk
- Consumer Dutyfca.org.uk
- SS2/21bankofengland.co.uk
- operational resiliencefca.org.uk
- electronic mail marketing guidanceico.org.uk
- Innovate Financeinnovatefinance.com