Hi there,
Thanks for getting in touch! I'm happy to give you some initial thoughts and guidance on your go-to-market strategy for your fintech app. It sounds like you've got a solid foundation with the product roadmap and beta feedback, which is a great starting point. Launching a new app, particularly in the fintech space, can be a real challenge, so I'm happy to help you think through things.
We'll need to look at your ideal customer profile...
First things first, I'd say you need to really drill down into who your ideal customer is. You mentioned expats and digital nomads, but that's still quite broad. Think about niching down further. For instance, are you targeting:
-> Specific nationalities? (e.g., American expats in Europe)
-> Specific professions? (e.g., tech workers, freelancers)
-> Specific age groups? (e.g., young professionals, retirees)
The more specific you can be, the easier it will be to tailor your messaging and find them online. It's like that old saying, “If you try to appeal to everyone, you appeal to no one.” If you try to target everyone, you might end up with too many ad groups, and you might end up spending a lot on ineffective ads. One of the main points of digital marketing is to make sure you have a specific ad for a specific group of people, in a specific geo, with specific wants and needs.
I'd say you need to focus on content marketing...
Content marketing could be a great option. One campaign we worked on we created content for software engineers moving to Berlin, which drove a lot of downloads for the client's app. Instead of trying to reach too many people too fast, focus on building a loyal base of beta customers who love your product and will shout about it for you. I've detailed my main recommendations for you below:
You probably should create content to help your customers...
What problems are expats and digital nomads facing when it comes to managing their finances? Think about topics like:
-> Navigating international tax laws
-> Opening bank accounts in different countries
-> Transferring money across borders
-> Investing as a non-resident
Creating blog posts, guides, and webinars around these topics can attract your target audience and establish you as an expert in the field. Plus, it's a great way to improve your SEO and get found on Google.
You'll need some user feedback...
You mentioned that you have a small beta group already, which is excellent. Make sure you're actively collecting feedback from them and using it to improve your app. What features do they love? What are they struggling with? What would make their lives easier? If your customers are raving about your service, they will do the marketing for you, saving you money in the long run.
Once you've got a solid product and a clear understanding of your target market, you can start experimenting with different acquisition channels. Social media could be the best way for you to gain momentum.
-> LinkedIn: Can be effective for reaching professionals, but it can be quite pricey.
-> Facebook/Instagram: Can work if you get your targeting right, but it can be difficult to cut through the noise.
-> Google Ads: Can be a good option if people are actively searching for solutions like yours.
I'd recommend starting small with a few different channels and tracking your results closely. See what resonates with your audience and then double down on what's working.
I've detailed my main recommendations for you below:
Here's a recap:
| Recommendation | Details |
|---|---|
| Niche Down Your Target Market | Focus on a specific type of expat or digital nomad (e.g., American tech workers in Berlin). This will make your messaging and targeting much more effective. |
| Create Helpful Content | Develop blog posts, guides, and webinars that address the specific financial challenges faced by your target audience. |
| Gather Beta Feedback | Actively collect feedback from your beta users and use it to improve your app. |
| Test Different Acquisition Channels | Experiment with LinkedIn, Facebook/Instagram, and Google Ads to see which channels deliver the best results for your target audience. |
Implementing all this and scaling your app properly can be tricky, and sometimes you just need an expert helping hand. That's where we come in. We've helped a number of software companies, big and small, to get their advertising right. For example, we got one software client 3,543 new users at a cost of just £0.96 each using Google Ads. We also helped a client in the eLearning space generate $115k revenue in just 1.5 months through Meta Ads. If you'd like to discuss your specific situation in more detail and explore how we could help you achieve similar results, I'd be happy to offer you a free consultation. You can learn more about my company on the website in my bio.
Regards, Team @ Lukas Holschuh
Lukas Holschuh
Founder, Growth & Advertising Consultant
Great campaigns fail without expertise. Lukas and his team provide the missing strategy, optimizing your entire advertising funnel—from ad creatives and copy to landing page design.
Backed by a proven track record across SaaS, eLearning, and eCommerce, they don't just run ads; they engineer systems that convert. A data-driven partnership focused on tangible revenue growth.
