I'm going back to fintech
Not that I ever really left. But I spent the last couple years building Osric Digital as a generalist B2B paid media agency for B2B companies with a sales-led motion.
That meant we worked with B2B SaaS across verticals like digital adoptions software, HR management, agile measurement, proptech, legaltech, and many others.
As well as B2B services companies doing software development, video production, high-end legal services, corporate advisory, etc.
We got good results across verticals, but the fintech engagements were where we did our best work.
Before the agency, I ran PPC and SEO at Preqin, an alternative assets data platform that was eventually acquired by BlackRock. I also had a fintech niche site, Fintech Drift, that was acquired by a fintech company.
When I started Osric Digital, our first clients were all in fintech or finance-adjacent, including Wall Street Prep, Socialsuite, Dynamic Advisor Solutions. I could go on.
That background kept showing up in client work. When a B2B fintech came through the door, not only was the sales process much easier, because of the logos I’d worked with and my understanding of the market. But the execution always worked better as well.
So, I'm making it official. Osric Digital is sharpening its focus around B2B enterprise fintech. Specifically, companies that sell data, software, and services into private equity firms, hedge funds, asset managers, and institutional investors.
Alternative data vendors. Portfolio analytics platforms. Capital markets infrastructure. The companies that live in the overlap between financial services and information services, where the buyers are sophisticated and the compliance requirements are real.
This isn't a pivot so much as a recommitment. The current market rewards that. When budgets tighten, CMOs don't want a generalist agency that's going to spend the first three months learning their vertical. They want someone who already speaks their language.
And while I’m not firing any clients, I am restructuring everything aroun this. Our hiring process, the content we produce, the sales process. Everything will be built around running PPC for fintech companies.
