What is FinTech?
FinTech (financial technology) refers to technology-driven companies and platforms that deliver financial services such as payments, lending, banking, treasury, and wealth management. In B2B sales development, “FinTech” is a target vertical made up of software vendors, infrastructure providers, and tech-enabled financial institutions that buy tools and services to power digital, automated finance operations across businesses.
Understanding FinTech in B2B Sales
FinTech matters to B2B sales development because it sits at the core of how businesses move money, manage cash flow, and comply with regulation. The global FinTech market was worth about $340 billion in 2024 and is forecast to surpass $1.1 trillion by 2032, growing at roughly 16% CAGR, which signals sustained investment and a large, expanding TAM for vendors selling into the space.digitalsilk.com B2B-focused FinTech alone generated an estimated $139 billion in revenue in 2024, showing how substantial the business buyer segment has become.scottmax.com
Modern sales organizations treat FinTech as a data-driven, sub-segmented vertical rather than a monolith. For list-building, that means using firmographic (size, region), technographic (payment rails, core banking system), and financial signals (funding rounds, partnerships, licenses) to identify the best-fit accounts and buyer personas-typically CFOs, heads of finance, payments leaders, risk/compliance, and operations executives. Because over 63% of companies have adopted automated B2B payment solutions and more than 58% now use digital transaction tools, the landscape is crowded, making precise targeting and differentiated messaging critical.globalgrowthinsights.com
FinTech’s evolution also changes how SDR teams operate. Early FinTech revolutions focused on disrupting consumer banking and payments; today, much of the innovation is in B2B payments, embedded finance, and back-office automation. As a result, outbound teams must understand complex, multi-stakeholder buying committees and long sales cycles, while still moving quickly enough to capture momentum at high-growth firms. Effective FinTech sales development pairs high-quality, continuously refreshed prospect lists with domain-specific messaging about risk reduction, revenue enablement, and operational efficiency.
For list-building specifically, FinTech is one of the most dynamic verticals: new startups emerge, consolidate, or pivot frequently, funding events change priorities overnight, and regulatory shifts create new solution categories. Successful teams therefore invest heavily in enriched data, research processes, and specialized SDR expertise to stay on top of who the FinTech players are, what they do, and when they are most likely to buy.
Key Benefits
High-Growth Target Market With Strong Budget Ownership
FinTech companies operate in a rapidly expanding market and often control or influence significant technology and operations budgets. This makes them attractive targets for B2B vendors selling infrastructure, security, analytics, or enablement tools designed to support digital finance operations.
Rich Data Signals for Precise List-Building
Because FinTech firms are heavily funded and regulated, they leave a strong digital footprint-funding rounds, licenses, product launches, and partnership announcements. These signals can be used to build highly segmented prospect lists based on funding stage, product type, regulatory geography, and technology stack.
Clear, Repeatable Use Cases Across Sub-Verticals
FinTech sub-verticals-payments, lending, regtech, insurtech, wealthtech-share common challenges such as onboarding, KYC/AML, fraud, and reconciliation. Once your team validates messaging and list criteria in one sub-vertical, you can systematically replicate that motion into adjacent segments with similar pain profiles.
Alignment With Digital-First Buying Behavior
FinTech buyers are inherently digital and comfortable evaluating vendors through online research, demos, and remote interactions. This aligns well with SDR-driven outbound, where targeted lists and digital outreach (email, social, calls) can efficiently start conversations without heavy reliance on field sales.
Strong Cross-Sell and Expansion Potential
Many FinTechs run multi-product roadmaps and expand quickly into new regions and segments. Once your SDR team lands an initial product with a FinTech account, the same buying committee often drives additional projects, making high-quality contact and account data extremely valuable for expansion plays.
Common Challenges
Constantly Shifting Company Landscape
New FinTechs launch, merge, rebrand, and pivot regularly, which makes static lists go stale quickly. Without ongoing research and data hygiene, SDRs end up calling closed companies, outdated titles, or irrelevant product lines, wasting time and damaging credibility.
Complex, Multi-Stakeholder Buying Committees
FinTech deals often involve finance, risk, compliance, product, and engineering leaders. If your list-building process doesn't map all key stakeholders, SDRs may over-focus on a single champion and miss the influencers who actually control budget, security approvals, or integration decisions.
Regulatory and Geographic Nuance
FinTech buying criteria vary sharply by jurisdiction (e.g., U.S. vs. EU vs. APAC) due to licensing and data residency rules. Poorly segmented lists that ignore regulatory footprints or licensing status lead to irrelevant pitches and low response rates in regions where your offer cannot be deployed.
Ambiguous or Overlapping Categories
Many FinTech companies straddle categories-such as a payments company that also offers lending or a bank that operates a separate SaaS platform. If your data model is too simplistic, you may either disqualify viable targets or send non-specific messaging that fails to resonate with their actual business model.
Data Fragmentation Across Multiple Sources
Funding data, technology stack information, and decision-maker contacts often live in separate tools. When list-building isn't centralized, SDRs manually patch lists together, increasing errors, duplications, and gaps that slow outreach and skew performance metrics.
Key Statistics
Related Tools & Resources
Salesforce
A leading CRM used to manage FinTech account hierarchies, track multithreaded opportunities, and centralize contact data for SDR teams.
HubSpot Sales Hub
A CRM and sales engagement platform that helps SDRs sequence outreach, track engagement, and manage FinTech deal pipelines.
ZoomInfo
A B2B data platform providing detailed firmographic and contact data for FinTech companies, including org charts and technographics.
Clearbit
A data enrichment tool that adds industry, funding, and technology details to FinTech leads and accounts for more accurate segmentation.
Apollo.io
A prospecting and sequencing platform offering FinTech contact data, email verification, and outbound automation for SDR teams.
Crunchbase
A database of company and funding information that SDRs use to discover and prioritize high-growth FinTech startups and scaleups.
Partner with SalesHive for FinTech
Using SalesHive’s AI-powered platform and eMod personalization engine, we tailor messaging to each FinTech sub-vertical-whether you’re targeting B2B payments providers, embedded finance platforms, or regtech vendors. Our SDRs leverage verified phone numbers and enriched email data to cut through noise and secure meetings with hard-to-reach executives.
Backed by a track record of booking 100,000+ meetings for 1,500+ clients across industries, SalesHive offers month-to-month, low-risk programs that make it easier to test and scale your FinTech motion. From initial list strategy to ongoing list cleaning, sequencing, and call execution, we function as an extension of your team to turn FinTech data into qualified pipeline.
