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Narrative is the primary lever for trust in financial markets.
95% of your market isn't ready to buy. But they're watching — reading, scrolling, deciding whether you're worth their attention when they are.
I help fintechs build the strategic narrative that earns that trust.
A lot of narrative is noise.
The Problem
Revenue-chasing content is too product-heavy — features before benefits — or too generic to say anything a competitor couldn't. It optimises for dashboards, not decisions.
The Fix
The content that actually shortens your sales cycle is the consistent story you tell to a small, identifiable group of buyers — over time, across the channels they already visit.
Narrative that builds authority and contributes to pipeline.
I work with fintech and financial services organisations to produce thought leadership that speaks to your buyer's world — not just your product.
Expert Interviews
Interviewing your internal experts and customers to surface genuine insight.
Buyer Storylines
Identifying the narratives your target audience will actually engage with.
Distribution-First
Every asset has a distribution plan before it's created.
A process built around depth, not volume.
1
Discovery
Starting with your buyers — what they're wrestling with and where your thinking intersects with their reality.
2
Synopses
A structured brief before any writing: the angle, the argument, the expert voices, the format.
3
Creation
One lead writer (me), with specialist support where needed. Editorial quality without the agency overhead.
4
Distribution
A repurpose-first strategy. One strong piece becomes months of channel-specific content.
15 years of publishing. Applied to financial markets.
I cut my teeth at World Finance magazine, then spent years inside content studios developing editorial partnerships with some of the sector's most respected names. Among them: HSBC, Schroders, J. P. Morgan and KPMG. I launched my independent practice in 2019 to help fintech and financial services orgs build a sales cadence with narrative.
Clients Include
  • Bloomberg Media
  • Federated Hermes
  • Citywire Engage
  • Hubpay