Go-to-Market Strategy Services for Financial institutions & FinTech companies
GTM strategy for FinTech companies
We help established FinTech businesses enter new markets, launch new products, or pivot with market intelligence, product roadmap, UX/UI & CX design, and a market-facing layer.
achievements
8+
Years of experience strategizing and delivering for Financial businesses
15 International awards, including Red Dot, CSSDA’s & London Design Awards
4,9
Average client satisfaction score on Clutch.co across completed engagements
Operating across UK, European Union, USA, Singapore, Ukraine, Canada
FinTech GTM strategy for key business moves
Entering a new market
A new market can change your buyers, competitors, and positioning. We map the market, segments, competition, and value proposition before you commit the launch budget.
Launching a new product or proposition
A product that makes sense internally still needs a clear place in the market. We align the audience, positioning, messaging, and customer journey around the new proposition.
Repositioning the business
Your business can outgrow the way the market sees it. We redefine the positioning, sharpen the story, and align it with the business you are building now.
RECENT WORKS
Recent FinTech GTM project we completed
LaFinteca
GTM strategy, custom branding, and web app design for a payment gateway
%2B1.avif)
FinUp
Website development and rebranding for a virtual card management system
Explore all of our
projects in works
TESTIMONIALS
What our clients say
1
/
12
“We were truly impressed by Goodface’s expertise in product design & web development. The outcomes were exactly what we expected. Our project really stands out among competitors, thanks to Goodface’s creative approach to FinTech design — it positioned us as an avant-garde player in the LatAm market. We’ve received a ton of positive feedback from clients saying it’s convenient and easy to use day-to-day.”
Omar Resendiz
CPO at LaFinteca
Quality
4.8
Willing to refer
4.9
Schedule
4.9
Cost
4.8
Case study
LaFinteca
1
/
12
“We hired Goodface Agency for a rebranding project and website development. We’ve chosen them for their impressive range of projects within the FinTech sector. They exceeded our expectations, leading to high stakeholder satisfaction. Goodface team was tasked with a comprehensive scope of work. They handled everything effectively, from market analysis to designing visual elements and implementing a brand launch strategy, meeting all deadlines.”
Julija Fescenko
CMO at Magnetiq Bank
Quality
4.9
Willing to refer
4.8
Schedule
4.9
Cost
4.8
Case study
Magnetiq Bank
1
/
12
“I really appreciated how much of their FinTech understanding came through in the actual design. A lot of the decisions — how onboarding is paced, how the home screen handles different user roles, how payment approvals work — were things they brought to the table, and they held up because the team genuinely knows this space. Pair that with strong product design and a real partner attitude, and that’s what made it work for us.”
Olegs Kravchenko
CEO at Emerald24
Quality
4.9
Willing to refer
4.9
Schedule
4.9
Cost
4.9
Case study
Emerald24
1
/
12
"We hired Goodface Agency to create a new brand identity and design & develop a website for our fintech platform. Their team impressed us with a refined sense of style, deep understanding of our needs, and excellent communication throughout the process. Every request was considered, every detail well-crafted. The result — a polished visual identity and a product that looks and feels exactly as we imagined. Everything was delivered on time and with great attention to quality."
Ivan Kovalyov
CEO at FinUp
Quality
4.9
Willing to refer
4.9
Schedule
4.8
Cost
4.9
Case study
FinUp
Let's talk about your product
Whether you're building, scaling or rethinking, we discuss the status-quo and outline the next steps.
FRAMEWORK
Our fintech UX/UI design framework
Market & Customer Analysis
See where the opportunity is and who is most likely to act on it.
Positioning & Messaging
Give your business a clear position and a story the market can understand.
GTM Planning & Activation
Turn the strategy into clear priorities across marketing, sales, product, and customer experience.
Estimate your business bets
Test the assumptions behind a new market, product, or direction before they turn into a budget commitment.
Assess a pivot's feasibility
Separate a real market signal from internal pressure to change direction — and see whether the pivot has a case.
Put the money behind data
Know where the strongest case for investment sits — and where the evidence is still too weak.
Give your team solid ground
Give marketing, product, sales, and leadership one view of the market, customer, and commercial case to work from.
Partnering with FinTech
Different verticals, business models, and company types
Crypto & digital assets
Financial products and infrastructure built around digital assets, payments and emerging financial models.
WealthTech & financial data
Investment, wealth management and financial data products that help people and businesses manage, analyse and act on financial information.
Digital banking & neobanks
Consumer and business banking products built around accounts, cards, payments and everyday financial management.
Payments & payment infrastructure
Payment orchestration, gateways, acquiring and payment platforms, open banking, BaaS and cross-border payments.
Banks & financial institutions
Banks and other financial institutions building digital ventures, launching new product divisions, or transforming existing products and customer experiences.
Financial services companies
Financial businesses building FinTech products, launching digital ventures, or shifting existing services towards a product-led model.
Established FinTech companies
Companies with proven products and market presence expanding their product ecosystem, entering new markets, or rethinking an existing product and brand.
FinTech scaleups
Capital-backed FinTech companies with a product in market, building the next product, entering new markets, or expanding into new customer segments.
Custom FinTech website development in current tech context
FinTech expertise from day one
Skip the onboarding curve — we already understand payment infrastructure, regulation, buyer roles, and FinTech products.
Strategy, marketing, and design in one team
Positioning, messaging, brand, website, and product experience follow the same direction.
A team that runs independently
Set the priorities, stay close to key decisions, and leave the day-to-day execution to us.
A second opinion on high-stakes moves
Challenge the assumptions behind a new market, proposition, or pivot before they become expensive commitments.
A clear path from strategy to market
Turn the GTM direction into tangible changes across customer touchpoints, marketing, sales, and product.
Context that lasts
Keep the business knowledge, past decisions, and market context as the next opportunity on the horizon
Ready for the next move?
A new market, product, or customer area.
FAQ
Answers to
common questions
What does a go-to-market strategy include?
A GTM strategy connects the market, target customers, positioning, proposition, channels, sales motion, customer experience, and execution priorities around a specific business move.
The exact scope depends on what you are trying to take to market. A new payment product and entry into a new country create different questions.
What is a go-to-market strategy for a FinTech company?
It defines how a financial product, service, or proposition should enter or expand in a specific market.
For FinTech, that can include market and competitive analysis, customer segments, positioning, messaging, sales and marketing priorities, customer experience, and the launch or expansion plan.
What is the difference between GTM strategy and marketing strategy?
Marketing strategy covers how you attract and engage customers over time.
GTM usually starts with a specific move: a new market, product, segment, or proposition. It brings marketing together with positioning, sales, product, and the customer experience needed to make that move work.
Do you create go-to-market strategies for payment companies?
Yes. Payment infrastructure and B2B FinTech are our primary focus. That includes payment orchestration, payment platforms, open banking, cross-border payments, and related infrastructure products.
Can you help with entering a new financial market?
Yes. We can cover the market and competitive analysis, customer segments, positioning, proposition, messaging, launch priorities, and customer experience.
If the market entry also requires a new website, brand, or product experience, we can take those into execution.
Do you work with companies that already have an in-house marketing team?
Yes. In fact, that is often the better setup.
Your team brings the internal context, customer knowledge, and existing channels. We add an external perspective, structure the work, and fill the gaps where you need additional strategy, design, or execution capacity.
Can Goodface execute the GTM strategy after planning?
Yes. Our work can continue from GTM strategy into positioning, brand, website, UX/UI, product design, and other customer-facing work. That connection between strategy and execution is part of how Goodface works with FinTech teams.
