Fintech · Payments · Wealth
Product marketing for companies where the compliance officer is part of the buying committee.
Four things change when a regulator is involved. Nine of the thirty-four outputs get done differently.
What changes.
The buying committee has a veto seat.
Risk, compliance or legal can stop a deal that product and finance both want.
You are selling a reduction in risk.
Feature lists do not lower it. A named customer in their sector, with a number, does.
The licence is the positioning.
Custody, settlement and jurisdiction are differentiators here. Most companies bury them in a footer.
The competitor is a bank.
Usually the incumbent relationship the buyer already has and does not love.
Which of the 34 change
9 done differently · 25 the same job
Open any one to see what changes. The other twenty-five are the same job they are anywhere else.
Where I have done this.
A currency-basket stablecoin and a card programme, sold to institutions across six countries.
One reusable go-to-market layer: one competitive position, one packaged offer, one proposal template, one rewritten site.
A retirement platform for GCC expats, co-founded through Antler Dubai.
Positioned on confidence rather than returns, with the education layer built before the investment product.
A checkout-native incentive in the UAE, with no category and no agreed description.
The marketing function from zero: category definition, merchant segmentation, a six-stakeholder messaging matrix and two live surfaces.
Identity verification sold into European gambling, where the regulator is also a buyer.
Three ICPs, each with its own personas, value framing and channel mix, plus a competitive assessment against four vendors.
Questions people send.
Will compliance need to approve the messaging?
Yes, and it is faster if they see it early. I write the claims ledger first so the review is about evidence rather than taste.
Do you know our regulator?
I have worked under DFSA, VARA and European gambling regimes. I will not pretend to know yours before reading it.
Where are you based?
Between Dubai and Barcelona, working across the EU and GCC on European and Gulf hours, not US hours.