For B2B fintech founders, launching a go-to-market strategy isn’t just about finding customers. It’s about convincing conservative, heavily scrutinized buyers that you belong in the room. Unlike consumer markets where speed and UX often win, the fintech enterprise landscape rewards credibility, compliance and strategic alignment.
The real challenge isn’t just selling the product, it’s first getting in front of the relevant people, then proving you’re built to last. Below are three core go-to-market levers that successful fintech startups consistently master.
Connections trump algorithms
There’s no substitute for trust built offline. And today’s post-COVID, Zoom-focused world has pretty much paused new warm relationships from forging.
While growth hacking and marketing automation strategies are critical, in fintech, the warm introduction remains undefeated.
The most successful GTM playbooks still involve ex-bankers turned BD leads, personal relationships with regulators, and informal channels that unlock enterprise pilots. It’s not about skipping the process, it’s about knowing who actually makes the decision.
For many early-stage fintechs, one well-placed adviser or industry champion will open more doors than months of SDR outreach or performance marketing.
Compliance as trust currency
In B2B fintech, compliance isn’t a technical milestone. It’s a frontline sales tool. Buyers in finance, insurance and adjacent sectors are wired to look for risk, and the absence of regulatory readiness is an immediate red flag.
Whether it’s SOC 2, ISO 27001, GDPR or industry-specific certifications, displaying regulatory posture prominently does more than ease legal friction; it broadcasts that you’re not just a startup, you’re a viable partner.
Founders who invest early in compliance infrastructure often find themselves pulled into conversations where others are blocked at procurement.
Partnerships are the ultimate validation
Strategic alliances do more than expand distribution. They also validate your model to the market. When a bank, payment network or core infrastructure provider puts its name next to yours, it functions as implicit due diligence.
This shortens sales cycles, reassures risk committees and turns early-stage uncertainty into perceived stability. Smart founders treat partnerships as early go-to-market infrastructure. They align with players who bring trust, not just leads. In tightly regulated, high-stakes markets, the right partner is often what makes a buyer say yes.
Itay Sagie is a strategic adviser to tech companies and investors, specializing in strategy, growth and M&A, a guest contributor to Crunchbase News, and a seasoned lecturer. Learn more about his advisory services, lectures and courses at SagieCapital.com. Connect with him on LinkedIn for further insights and discussions.
Illustration: Dom Guzman
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