Stop Wasting Fintech & Financial Services Ad Budgets Treating All Decision Makers the Same
Our Buying Committee Intelligence maps which roles actually influence deals at each stage, then builds role-specific paid media campaigns and content that drive qualified pipeline and accelerate revenue growth for fintech and financial services companies.
Platforms we work on
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About Us
Humble Roots is the B2B paid media and audience strategy agency that fintech and financial services marketing leaders choose when generic 'decision maker' targeting isn't converting. We excel at Buying Committee Intelligence - mapping how CFOs, Finance Directors, Controllers, and Treasury Managers actually make decisions, then building role-specific campaigns and content that drive predictable pipeline growth. Unlike traditional agencies that treat all stakeholders the same, we embed as operators within fintech marketing teams, taking ownership of pipeline outcomes through deep buying committee understanding. Our integrated approach and 10+ years of combined expertise transforms demand generation from wasted budget into a measurable revenue engine.
Buying Committee Intelligence for Fintech Growth
We partner with fintech and financial services companies (£3M+ ARR) spending £5k+ monthly on paid media but seeing poor conversion rates from generic 'decision maker' targeting. We embed directly into your team as operators, mapping your specific buying committee structures - identifying which roles (CFOs, Finance Directors, Controllers, Treasury Managers) actually influence deals at each stage. Then we build role-specific campaigns and purpose-built content that resonate with each stakeholder's priorities, turning wasted ad spend into predictable pipeline growth and revenue.
Recognition: Stop Wasting Budget on the Wrong Decision Makers
Traditional brand awareness targets "CFOs" generically. We map your actual buying committees first - identifying which roles (decision makers, influencers, champions) research solutions at each stage. Then we build targeted campaigns that reach Controllers evaluating compliance, Treasury Managers assessing integration, and Finance Directors focused on operations - ensuring your fintech and financial services brand appears in front of stakeholders who actually influence deals, not just impressive job titles.
Relevance: Why Your Generic Fintech Message Isn't Converting
Awareness without relevance wastes budget. Most fintech and financial services campaigns send the same "reduce costs, increase efficiency" message to every stakeholder. But CFOs evaluating your solution care about strategic ROI, while Controllers need compliance assurance, Treasury Managers assess technical integration, and Finance Directors focus on team impact. We build separate messaging tracks for each role, ensuring every stakeholder sees content that addresses their specific decision-making priorities - which is why our campaigns convert while generic approaches don't.
Friction: Tracking the Invisible Buying Journey
Most fintech and financial services campaigns fail here - not because of poor landing pages, but because they rely on outdated MQL metrics and single form submissions. The B2B buying journey is invisible and non-linear. Your prospects research anonymously across dark social, Slack groups, LLMs, and LinkedIn - by the time they convert, they've already made most decisions. We track buying committee touchpoints across this invisible journey, identifying genuine buying intent signals from multiple stakeholders rather than waiting for one person to fill out a form. This approach reveals which roles are engaging, at what stage, and with what concerns - so you can remove actual friction points in committee consensus, not just optimise conversion rates.
Why Fintech & Financial Services Brands Trust Us
Compliance-aware campaigns. Sector expertise. Buying committee intelligence.
FCA & GDPR Compliance Built-In All landing pages, ad copy, and messaging comply with FCA guidelines and GDPR requirements from day one. No compliance surprises, no approval delays, no regulatory headaches holding up your campaigns.
Deep Fintech Sector Knowledge Payments. Lending. BaaS. Spend Management. Wealth Tech. Insurance Tech. We speak your language and understand your positioning challenges without requiring a fintech 101 education.
Complex Buying Committee Expertise Long sales cycles with 6-12 stakeholders don't intimidate us. Technical teams want integration proof, compliance officers want regulatory assurance, finance ops want efficiency gains, executives want strategic ROI - we build campaigns addressing each role's priorities.
Financial Services Marketing Experience Proven with enterprise fintech brands like American Express Global Business Travel. We understand trust barriers, procurement complexity, and risk-averse buying committees that kill deals when generic campaigns miss their concerns.
OUR CLIENTS
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Testimonials
Our clients appreciate our embedded approach and purpose-built content that drives measurable pipeline growth, turning their paid media campaigns into predictable revenue engines.
Data Leadr
B2B SaaS
Their team built integrated campaigns with purpose-built content for each stage of our funnel, turning our ad spend into a predictable pipeline engine. The targeted paid media strategy they developed has directly led to conversations with 15+ qualified prospects in our first quarter, including three enterprise deals now in our pipeline.
Acquirz
B2B Marketing Data
We were struggling with an agency that was slow to respond and reactive rather than proactive - we'd often discover campaigns were down before they did.
Within the first 30 days of working with Humble Roots, they identified critical account errors that were blocking our success and fixed them immediately. Our campaign approval rates jumped from 10% to 90%, and we saw lead volume increase by 466% improvement while reducing cost per lead by 25%.
Beyond the results, what's impressed me most is how Humble Roots works. They established clear communication protocols across email and Teams, implemented weekly strategic meetings plus monthly face-to-face sessions, and built us a live reporting dashboard so we can track performance in real-time.
They've also developed a systematic messaging and creative framework that ensures we're continuously testing and optimising based on data rather than guesswork.
For the first time, we have an agency partner who's genuinely proactive, commercially minded, and invested in our long-term success rather than just managing campaigns.
Cotswold Exterior Surface Cleaning
B2B Commercial Services
From our first conversation with Macloud, he just got it. We shared our worries, our goals, and where we felt stuck and he listened, understood, and came back with a clear, powerful strategy. In just a few short months, the impact on our business has been incredible from visibility and engagement to conversions and confidence. It feels like we've gained a partner, not just an agency.
Why Choose Us
Why Marketing Leaders Choose Humble Roots
Buying Committee Intelligence
We map how decisions actually happen
Most agencies target "decision makers" generically. We identify the specific roles (CFOs, Finance Directors, Controllers, Treasury Managers) in your target accounts, understand their distinct priorities, and build campaigns that address what each stakeholder actually cares about at each stage.
Pipeline Accountability
We own outcomes, not just activities
While other agencies focus on vanity metrics and MQLs, we're measured on what actually matters: qualified pipeline from multiple buying committee stakeholders and revenue impact. We track the invisible buying journey, not just form submissions.
Embedded Into Your Team
We become part of your marketing department
Daily standups, your tools, your processes - we integrate seamlessly rather than operating as an external vendor. You get strategic partners who understand fintech buying complexity, not account managers reading from playbooks.
Performance-Focused Strategy
Every campaign designed for pipeline impact
We diagnose before we execute, mapping buying committee structures first to ensure your media spend targets the right roles with the right message at the right time - not burning budget on broad targeting that doesn't convert.