About

About Humble Roots

Humble Roots is the B2B paid media and audience strategy agency that fintech marketing leaders choose when generic 'decision maker' targeting isn't converting. We specialise in Buying Committee Intelligence - mapping how CFOs, Finance Directors, Controllers, and Treasury Managers actually make decisions, then building role-specific campaigns that drive predictable pipeline growth.

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Our Story

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Over the past decade working across B2B paid media, I, Macloud, Humble Roots founder, kept seeing the same pattern repeat itself: fintech companies burning through thousands in monthly ad spend with little to show for it. Not because they lacked good products or compelling value propositions, but because their targeting was fundamentally broken.

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The problem was always the same - an overemphasis on C-suite targeting without any clear distinction between decision makers, influencers, and champions. Marketing teams were treating CFOs, Finance Directors, Controllers, and Treasury Managers as one homogeneous group, blasting the same generic message to all of them.

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But here's what I learned: a CFO evaluating fintech solutions cares about strategic outcomes and board-level ROI. A Finance Director focuses on operational efficiency and team impact. A Controller prioritises compliance and audit trails. A Treasury Manager evaluates technical integration and day-to-day usability. They're all involved in complex B2B fintech buying committees, but they have completely different priorities and decision-making triggers.

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I watched companies burn through their paid media budgets targeting "decision makers" generically, wondering why their conversion rates stayed stubbornly low. The campaigns weren't failing because of creative quality or budget size - they were failing because the fundamental targeting strategy ignored how buying committees actually work.

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That's why I founded Humble Roots with a different approach: Buying Committee Intelligence. Instead of broad targeting and generic messaging, we map the specific buying committee structures for each client's target accounts, identify which roles convert at each sales cycle stage, and create role-specific campaigns that resonate with each stakeholder's priorities.

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Our Approach

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We partner with fintech companies (£3M+ ARR) spending £5k+ monthly on paid media but struggling with broad targeting and low conversion rates. Unlike traditional agencies that operate in silos with one-size-fits-all campaigns, we embed as operators within your marketing team, taking ownership of pipeline outcomes through deep buying committee understanding.

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Our methodology combines:

• Buying Committee Mapping: Identifying decision makers, influencers, and champions within your target accounts

• Role-Specific Messaging: Creating campaigns that address each stakeholder's unique priorities

• Purpose-Built Content: Developing whitepapers, case studies, and ad creative tailored to different roles

• Buying Intent Signal Tracking: Understanding buyer committee touchpoints across the invisible, non-linear B2B journey rather than relying on outdated MQL form submissions

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With 10+ years of combined expertise in B2B paid media and fintech marketing, we transform demand generation from a cost centre into a measurable revenue engine.

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Why Traditional Metrics Don't Work for Fintech

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The old way of measuring MQLs as the north star is outdated for fintech brands. The B2B buyer journey is invisible and non-linear. Buyers don't fill out forms - they research anonymously across dark social, Slack groups, LLMs, LinkedIn, and internal conversations. By the time they "convert", they've made most of the decision already.

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We track and understand buyer committee touchpoints to create clearer buying intent signals rather than waiting for that single form submission. This approach gives fintech marketing leaders visibility into the actual buying process, not just the final conversion moment.

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Why We Specialise in Fintech

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Fintech sales cycles are uniquely complex. Financial services buying decisions involve multiple stakeholders across technical, compliance, operations, and executive functions. Each stakeholder has different concerns - regulatory compliance, technical integration, operational efficiency, strategic alignment - and generic marketing campaigns can't address all of them simultaneously.

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By specialising exclusively in fintech, we've built deep expertise in financial services buying behaviour, compliance requirements, and the specific pain points that resonate with different roles within fintech buying committees. This specialisation allows us to deliver results that generalist B2B agencies simply can't match.

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Our Commitment

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We're not just another agency delivering reports and campaigns. We're strategic partners who care deeply about helping financial services businesses hit revenue goals through intelligent paid media. We embed with your team, own the outcomes alongside you, and continuously refine our approach based on what actually drives pipeline and revenue - not vanity metrics.