The UK FinTech sector continues to expand at pace, contributing £11.6 billion to the UK economy in 2022 (UK Finance). But with opportunity comes complexity. Unlike many B2B industries, FinTech companies must operate under the strict supervision of the Financial Conduct Authority (FCA)—and that means lead generation strategies need to balance growth ambitions with airtight compliance.
In this environment, a single misstep—an unclear email, a misleading LinkedIn message, or a poorly handled cold call—can result in fines, reputational damage, or even licence revocation. At the same time, businesses that embed compliance into their prospecting systems often find it becomes a competitive advantage, building greater trust with their audience.
FCA Compliance: The Starting Point
Under the Financial Services and Markets Act 2000, any communication that “invites or induces” engagement with financial services is treated as a financial promotion. That means your outreach—whether by email, phone, or LinkedIn—falls under FCA scrutiny.
Core requirements include:
- Clarity and accuracy: No exaggerated claims or misleading promises.
- Fair targeting: Messages must only reach audiences for whom the promotion is appropriate.
- Proper identification: All communications must clearly state who you are, your firm’s details, and regulatory status.
- Risk disclosure: Where relevant, appropriate warnings must be included.
The FCA enforces these rules rigorously. In 2023 alone, fines exceeded £392 million, with many penalties linked to marketing and communications breaches.
Email Outreach: Building Trust from the Inbox
Email is one of the most effective lead generation tools in B2B FinTech—but only when executed carefully. Lists must be built responsibly, focusing on businesses that have given consent or have a legitimate interest in your services.
Best practice includes:
- Clear sender details and accurate subject lines (no hype or misleading claims).
- Transparent explanations of your service, including any risks.
- Educational value upfront—e.g. regulatory insights or industry benchmarks—rather than immediate hard sells.
- Automated sequences that nurture interest: start with compliance-focused content, progress to case studies, and then introduce your solution with proper credentials.
By aligning your outreach with education and transparency, you reduce compliance risks and simultaneously build credibility.
LinkedIn Outreach: Professional, Not Promotional
LinkedIn remains a powerful FinTech lead generation channel thanks to its professional user base and advanced targeting. But the same FCA rules apply.
A compliant LinkedIn strategy should focus on:
- Transparent profiles: Clearly display regulatory approvals and authorisations on both company and employee pages.
- Content-driven engagement: Share regulatory updates, industry insights, and thought leadership rather than promotional hype.
- Relationship-first outreach: Avoid pushy language. Instead, reference industry developments, company news, or shared interests to open conversations.
LinkedIn Sales Navigator is especially valuable here, allowing you to refine audiences by firm size, industry, or role—helping ensure communications reach appropriate recipients.
Cold Calling: Education Over Selling
Phone outreach is still highly effective, with response rates up to 10x higher than email (Sales Management Association). However, every cold call in FinTech must be handled with precision.
Compliance requires:
- Immediate disclosure of who you are, your company, and your FCA status.
- Trained SDRs who understand both compliance obligations and industry regulations.
- Consultative calls: focus on discussing trends, risks, or challenges rather than making immediate product pitches.
- Call documentation: logs of who was contacted, what was discussed, and what follow-up was agreed—both for compliance audits and sales optimisation.
Handled this way, cold calling doesn’t just comply—it positions your business as an informed advisor.
Website Visitor Identification: Converting Hidden Traffic
On average, only 2–3% of website visitors fill out a form. The remaining 97% represent missed opportunities. Website visitor identification tools can reveal which companies are researching your services, what pages they’ve visited, and how engaged they are.
For FinTechs, this is especially powerful when prospects are viewing pricing pages, compliance resources, or case studies—clear buying signals. By reaching out promptly (ideally within 24–48 hours) and referencing the visitor’s interests, you demonstrate attentiveness while staying relevant and compliant.
Measuring Success Under FCA Rules
FinTech lead generation must track both performance and compliance metrics. It’s not enough to measure meetings booked—you must also monitor:
- Response and conversion rates.
- Complaint levels or opt-out requests.
- Regulatory reviews or compliance feedback.
Regular compliance audits of outreach content, call scripts, and processes are essential. Since FCA guidance evolves frequently, reviews must be ongoing, not one-off.
Conclusion: Growth Through Trust
For FinTech companies, lead generation isn’t just about volume—it’s about credibility, timing, and compliance. Businesses that combine multi-channel outreach (email, LinkedIn, calls, website identification) with FCA-compliant practices consistently outperform those that treat compliance as an afterthought.
Done right, compliance becomes a selling point, showing prospects that you take regulation and trust as seriously as they do.
At SendIQ, we help FinTech companies design and implement lead generation strategies that meet FCA standards whilst driving measurable business growth. The result: predictable pipelines, stronger relationships, and sustainable scaling without regulatory risk.
