Services and knowledge
Financial services
Businesses that move, lend, insure or grow money.
Banks, lenders, insurers, brokers and fund managers sell the same thing: a promise about money that the buyer cannot inspect before buying, so the buyer asks somebody else first. They put the eligibility question, the tax question and the exclusion question to an AI engine, and they treat the answer as settled. A firm absent from that answer is absent from the shortlist that follows.
Where the answer is being lost
Money questions get answered before anyone contacts a firm.
A finance director at a small manufacturer types "What documents does an MSME need for a working capital loan" and gets a list, a process and, often, a named lender. A family typing "Does health insurance cover pre-existing conditions after two years" gets a rule and an insurer that explains it well. Neither person has visited a website. The firms that lose here are not outranked, they are unmentioned, and they never learn it happened. What it costs is the whole top of the funnel: the enquiry arrives at whoever the engine named.
How we work here
The programme for financial services
Win the mechanics, not the rate
Aggregators own rate tables and premium comparisons, and they will keep them. The winnable ground is the mechanics underneath: documentation, eligibility, tax treatment, settlement, what happens when something goes wrong. We build answer-pages and blogs on those questions, because that is where an engine goes when a buyer asks how a thing actually works rather than what it costs.
Compliance-shaped from the first draft
Every page here passes a compliance desk before it reaches a buyer, so we write to that constraint from the first draft. No performance figures without a source. No eligibility language that reads as an approval. Rules move in this category, so pages are dated and rewritten when the circular changes rather than left to rot. Sourced, bounded writing is also what an engine prefers to quote.
Make the licence machine-readable
An engine will not recommend a financial firm it cannot identify. We fix that with schema and listings: registration and licence details, regulator, product lines, jurisdictions and entity relationships stated in a form a machine can read and reconcile. Then technical work removes the calculators, gated PDFs and rendering faults that hide the substance. Unglamorous, and it decides whether the rest gets used.
Where content cannot sell
Half this category does not buy through a website. A corporate banking mandate or a ratings engagement moves through committees, intermediaries and existing relationships. Content will not shorten that. What it does is put you in the answer when the consultant, analyst or CFO checks who is credible, using digital-pr, linkedin and data-assets rather than anything promotional. We say which half you are in before we start.
Money is bought on comprehension. Whoever explains the product ends up owning the customer, even when somebody else is selling it.
Sub-categories
6 total
Each one has its own page, its own buyers and its own limits on what can be published. Open the one that describes your business.
Banking
Taking deposits and lending them out.
4 specialisations02Lending and NBFC
Credit provided by non-bank lenders.
4 specialisations03Wealth and asset management
Investing other people's money for a fee.
4 specialisations04Insurance
Selling protection against defined risks.
4 specialisations05Capital markets
Where securities are issued and traded.
4 specialisations06Fintech
Technology firms delivering financial services directly.
4 specialisationsWhat changes
Enquiries change shape before they change count. A borrower arrives having read your documentation checklist, with the papers already assembled. A CFO asks about the letter of credit process you explained, not for a rate sheet. A broker's client comes with the tax question already settled. These people have done the reading, so the first call starts at terms rather than definitions, and fewer of them are shopping ten lenders at once.
Start here
See who gets named in financial services today
We put your buyers' real questions to the live models and come back with the businesses they name, the sources behind those answers, and the gap between that list and yours.