Strategic Content Decisions for Financial Institutions and the Fintechs That Sell to Them
You’ve invested thousands in content. Is it actually helping you close deals?
Most financial institutions and B2B fintechs are sitting on a library of webinars, whitepapers, and blogs that cost a fortune and then gather digital dust. When that content sounds generic, dated, or out of touch with today’s market, institutional buyers notice.You don’t need more content. Instead, you need to make better decisions about the content you already have.I work with financial institutions — banks, credit unions, insurers, wealth firms — and the fintechs that sell to them and help them make the hard decisions about the content they already have.I diagnose where your messaging is failing, prioritize the assets that actually support a sale, and tell you exactly what to keep, fix, or throw away.
The Real Problem Isn't Lack of Content
Your marketing team has produced plenty. The problem is:
Your assets are sitting on a shelf. You spent thousands on a webinar, promoted it for a week, and then forgot about it. Meanwhile, your sales team is still spending half of their discovery calls explaining the same concepts the webinar was supposed to handle.
The messaging sounds like it's from 2022. Your team is smart, but they’re moving fast. If your whitepapers are built on old assumptions or startup-y language, it’s a red flag for institutional buyers. They can tell when you don't understand how their business works today.
It’s invisible to the people (and bots) that matter. If your insights are buried in 40-page PDFs with no summaries or clear takeaways, they won't show up in search or AI-driven research. You’re making it too hard for prospects to find the "why" behind your tech.
Nobody is actually making decisions. Your team is stretched thin, probably using AI to keep up with the schedule, but nobody is taking a step back to ask if you should even be making more. You keep adding to the pile without checking if it's still helping you close deals.
Your best insights are trapped in internal silos. The real juice, like the specific technical or regulatory insight that wins the deal, is buried in product docs, internal Slack threads, or the brains of your SMEs. It never makes it into your marketing.
You don't need more content. You need to use what you already have better. I help you bridge the gap.
How I Help
I don’t sell word count or content volume. I help you decide what to keep, fix, or scrap, then build on what actually closes deals.I offer three services: diagnose what's working, repurpose what exists, and fix what's fixable.
Financial Services Content Credibility & AI Readiness Audit
This is a deep dive into your current content library to see what’s actually helping you win deals and what’s quietly putting them at risk.I look for the red flags that make institutional buyers hesitate or walk away. I check whether your assets sound like they were created by people who understand banks, insurers, and wealth firms or if they read like generic AI filler anyone could have written.The audit is all about finding the great ideas buried in long PDFs, old blog posts, interviews, or videos.You get a Keep / Fix / Kill list for your library, a 90-day plan for your most important assets, and a summary you can hand to your CEO to show exactly where the budget is going.Price: $2,500 (15 assets) or $3,500 (25 assets) | Timeline: 10 business days
Webinar Content Repurposing
Many financial institutions and fintechs spend thousands on a webinar and then let it die. I dig into those recordings and your internal notes to find the technical insights your team shared.I activate those insights into sales-ready tools: blog posts, LinkedIn insights, a reactivation email, and a one-sheet for the sales team to use when they’re handling objections.Price: $3,500 | Timeline: 10 business days
Content Refresh Sprint
We take the most important assets from the audit and fix them. I restructure and rewrite the pieces that are dragging you down so they're updated, optimized, and actually sound credible to a financial institution.This stops your sales team from having to translate the marketing materials on every call.Price: $4,000-$12,000 (depending on complexity) | Timeline: 4-12 weeksPayment options: Full upfront (discount applied for multi-month projects) or split into monthly payments tied to the project timeline.
Who this is for
I work with Series B+ B2B fintech companies selling into financial institutions, and with established financial institutions themselves.
B2B fintech / vendors selling to FIs
My clients are typically leading marketing for platforms in:
Payments & Processing (card platforms, BaaS, embedded finance)
Risk & Compliance (fraud prevention, identity, KYC/AML tools)
Lending & Infrastructure (loan origination, core banking, treasury, credit platforms)
WealthTech (portfolio tools, advisor platforms, client reporting)
InsurTech (claims, underwriting, distribution)
You are likely a fit if:
You've inherited a "content debt" mess. You just took over the role and realized the library is full of outdated, generic content that you don't have time to sort through yourself.
You're hitting growing pains. You used to sell to startups, but now you're pitching $50B banks and insurance carriers and your content isn't keeping up.
Your sales team is ignoring you. Your sales team is quietly rewriting your decks and one-pagers because they don’t trust what marketing ships.
Banks, credit unions, insurers, and wealth firms
I also work directly with financial institutions that have complex products, long sales cycles, and years of legacy content.
You are likely a fit if:
Your content library was built for a different era. It no longer reflects how your business operates today.
Your best stuff is hidden. You’ve produced plenty of thought leadership, but the best insights are trapped in PDFs, internal docs, or SMEs’ heads, and sales can’t easily use them.
You want to use AI. You’re experimenting with AI, but worried about credibility, compliance, and what regulators and institutional clients will think when they read it.
If you’ve invested in content that isn’t delivering, let’s talk about what’s actually happening and how to fix it.
Industry Experience
Selected projects
Banking Content Audit and Optimization
For a regional bank's wealth management division, I ran a competitive analysis and full library audit. I delivered a Keep/Fix/Kill roadmap that aligned their legacy content with their new brand positioning.Life Insurance Content Consolidation
For a Fortune 500 life insurance company, I audited 100+ legacy posts and shrunk the library down to 40 high-performers. This cleared out years of outdated and redundant content, tightening their focus.B2B SaaS Webinar Activation
For a marketing technology platform, I took a technical SME webinar and turned it into actual marketing assets, including two thought-leadership articles, an executive whitepaper, and LinkedIn posts.
Published work
| Title | Website |
|---|---|
| Plastic Won’t Win Wallets – But Frictionless Experiences Will | The Financial Brand |
| Smart Banks Aren’t Building Card Programs, They’re Launching Them | The Financial Brand |
| How B2B Payments Are Becoming Strategic Growth Levers | American Express Business Class |
| Exit Planning for Small Business Owners: The SBA Loan Advantage | First Citizens Bank |
| Secure Business Operations With Bank Fraud Prevention Tools | First Citizens Bank |
| How to Approach Family Business Succession Planning | Eastern Bank |
| Financing Your Growth Through Asset-Based Lending | Eastern Bank |
| Benefits of Bank Fronted Surety Bonds | Travelers |
| Market volatility: What it means and how to manage with confidence | Thrivent |
| How to give the gift of life insurance | Thrivent |
A Little About Me
Hi, I’m Liz, a Boston native and a die-hard sports fan (I promise not to let the standings affect our project timeline).Before I started helping fintechs with their content, I spent years in corporate finance. I’ve been on the other side of the desk, interning at financial advisory firms and monitoring compliance for hedge funds. I’ve seen firsthand how the financial world actually operates.For over a decade, my client roster has included institutions like First Citizens Bank, Travelers, Thrivent, Protective Life, Western & Southern, and Eastern Bank, as well as industry publications such as The Financial Brand and American Express Business Class.I don’t need a crash course in your industry. I already understand what financial institution executives actually care about and the regulatory reality they live in. I use that experience to help B2B fintechs stop chasing awareness and start building the institutional credibility they need to actually close deals.
Let's Talk
If you've invested in content that isn't delivering, let's talk about what's actually happening and what to do about it.Email me liz@lizfroment.com or fill in the contact form below.
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