Opening a new market through targeted business development
Fintech — Market entry & business development
A fintech provider wanted to turn a regulatory change into a market-entry opportunity, reaching senior bank decision-makers in a new European market and building the relationships needed to develop business.
The challenge.
The client offered advisory applications used within banks’ suitability and appropriateness frameworks. New requirements around investors’ sustainability and ESG preferences created a timely reason for banks to review how they captured and incorporated those preferences into their advisory processes.
The opportunity was clear, but the client had limited visibility and relationships in the target market. It needed a focused way to reach the right decision-makers, establish credibility and create openings for commercial conversations.
What we did.
Grndworx mapped the target market, relevant decision-makers and the channels that could provide credible access to them, including media, events and industry associations. We then developed a phased marketing and business-development strategy designed to build visibility, demonstrate relevance and progressively create direct engagement with target institutions.
The work included localising existing retail-investor research to create a market-relevant point of view, running a targeted LinkedIn and PR campaign, building relationships with relevant industry associations, and preparing presentations for ESG committees.
Each element was designed to give the client a credible reason to engage with the market rather than relying on cold business-development outreach.
What changed.
The campaign established the client’s visibility within the target market and created multiple routes into the institutions it wanted to reach. Press coverage, interviews and speaking opportunities at industry events helped turn that visibility into warm introductions and direct contacts with relevant bank decision-makers.
The client entered the market with a stronger network, greater credibility and a pipeline of relationships from which to develop commercial opportunities.
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