SCALING A SOLOPRENEUR-LED FINTECH FROM FOUNDATION TO GROWTH

[ DRIVING MARKET VISIBILITY AND PIPELINE ]

A woman entrepreneur with 20+ years in corporate leadership launched a fintech platform focused on SME financing and regulated debt-based investments.
Built the business from scratch as a solopreneur, handling product, partnerships, and investor onboarding alone.
Needed structured growth systems to expand both borrower and investor acquisition across GCC markets.
Required a predictable GTM engine to strengthen trust, credibility, and market visibility in the fintech ecosystem.

Limited brand awareness and difficulty standing out in a crowded fintech market dominated by larger, well-funded players.
Unstructured outreach to SMEs and investors, leading to inconsistent lead flow and low conversion.
No defined Ideal Customer Profiles (ICPs) for either borrower or investor segments, resulting in diluted messaging.
Lack of marketing automation, analytics frameworks, and a repeatable acquisition workflow.

Developed precise ICPs for SME borrowers, investors (HNIs, institutions, corporates), and women-led enterprises.
Designed a full ABM-driven GTM plan across LinkedIn outreach, email campaigns, webinars, and SME partnerships.
Built structured content systems including educational posts, investor messaging, SME finance guides, and thought leadership.
Implemented multi-channel acquisition workflows, CRM tracking, and performance dashboards to monitor funnel health.

Increased visibility across SME and investor communities through targeted outreach and strategic partnerships.
Established predictable acquisition funnels for both borrower and investor segments with higher-quality leads.
Strengthened brand credibility as a regulated, transparent fintech platform supporting SME funding.
Laid the foundation for scalable growth with structured GTM systems, automated workflows, and data-backed decision-making.