How to sell to Heads of Marketing at Fintech companies in Canada
Heads of Marketing in Canadian fintech companies are primarily measured on customer acquisition rates. They respond positively to outreach that demonstrates a clear understanding of the competitive landscape in payments and lending. Highlighting specific challenges like increasing customer engagement or optimizing marketing ROI will catch their attention and prompt a response.
Written and maintained by the SoloRiff team, who build outbound software and run outbound with it. The figures below are our own: we measured 570 fintech company domains over public DNS on 2026-09-03. Last updated 2026-09-03.
What actually hurts
- high customer acquisition costs
- ineffective campaign performance
- inability to track ROI
- market saturation
The playbook
- 01
Identify recent funding rounds
Focus on Canadian fintech firms that have recently closed funding rounds. Use sources like Crunchbase or PitchBook to filter for companies that raised over $5 million in the past 6 months. These companies typically have more resources to invest in marketing initiatives.
- 02
Research their current campaigns
Look for insights on the marketing strategies of your target companies by analyzing their recent campaigns on social media and their website. Pay attention to their messaging around customer acquisition in payments or lending, as this will help you tailor your outreach.
- 03
Craft your outreach around their growth goals
When reaching out, reference specific growth goals related to customer acquisition or engagement that you identified in your research. For example, if a company aims to increase customer engagement by 30% this year, mention how your insights can help them achieve that.
- 04
Address common objections upfront
Be prepared to counter objections such as 'we're already working with a vendor' or 'we don't have the budget right now.' Highlight how your approach can complement their existing efforts or provide a cost-effective solution that aligns with their current needs.
- 05
Follow up with industry insights
If you don’t receive a response, follow up within a week with relevant industry insights or trends in fintech marketing. This can include changes in consumer behavior in payments or lending that could impact their strategies, showing that you are knowledgeable and invested in their success.
Can fintech companies even receive your mail?
We measured the DNS of 570 fintech companies, sampled evenly across company sizes, to see how many authenticate their own email. It matters in both directions: a domain that does not authenticate is a domain whose team is used to mail going missing — and if your own domain is in the gap, yours is the mail going missing.
Publishes a DMARC policy of quarantine or reject — the domain actually asks receivers to act on failures.
The gap is the finding: 34.3% of 1–10-person companies against 92.2% of the largest — 58 points apart. Small companies are where the unauthenticated domains are, and small companies are who most cold outreach is aimed at.
Where does your domain sit?
Same three lookups, run live against your domain. Nothing is stored and nothing is emailed to you.
How this was measured
Company domains were sampled within employee-count bands, then queried over public DNS for SPF (TXT at the apex), DMARC (TXT at _dmarc.) and MX. One domain per company, deduplicated. Anyone can reproduce any single row of this with dig.
DKIM is deliberately absent. A DKIM key lives under a selector that cannot be enumerated from outside the domain, so a company with flawless DKIM under a name we did not guess would be counted as having none. That would measure our guess list, not the industry.
Domains with no MX record are excluded rather than counted as failures — parked and redirect-only domains would otherwise drag every figure down and make the result an artefact of the sample.
Sampled within bands, so this describes the population of companies, not of employees: a 10-person company counts once, as does a 10,000-person one. Each band is at least 60 domains; bands below that are not published. Figures are percentages of the sample, not of the whole industry, and we publish no company names — only counts.
Measured 2026-09-03. Re-measured monthly.
The full census across every industry — sortable, with sample sizes, free to reuse under CC BY 4.0.
Subject lines that fit
- Boost your acquisition strategy
- Insights on fintech marketing trends
- Optimize your campaign performance
Questions
- Why do Heads of Marketing in fintech ignore cold outreach?
- They often receive numerous pitches and prioritize communications that clearly align with their current goals. If outreach lacks specificity or relevance to their immediate challenges, it tends to be overlooked.
- What marketing metrics are most important to fintech CMOs?
- Fintech CMOs typically focus on metrics like customer acquisition cost, customer lifetime value, and conversion rates. These metrics are crucial because they directly impact the effectiveness of their marketing strategies and overall business growth.
- How can I demonstrate value to a fintech marketing leader?
- To demonstrate value, provide insights that are directly applicable to their current marketing challenges. This could be data on industry trends, case studies of successful campaigns, or specific strategies that have worked for similar companies in the fintech space.
- What common challenges do fintech marketing leaders face?
- Common challenges include differentiating their brand in a crowded market, navigating regulatory compliance in advertising, and effectively measuring the success of marketing campaigns. These challenges require innovative solutions and strategic thinking.
Or have it run itself
SoloRiff does every step above on its own — finds the companies, finds the people, writes each of them individually, and handles the replies. Drop your URL and watch it work before you sign up for anything.
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