Fintech Paid Media. Nothing Else.
We don't do "B2B." We don't do "SaaS." We do fintech - payments, treasury, lending, compliance, banking infrastructure. That's it.
Not because we can't do other things. Because fintech is different, and generalist agencies keep proving they don't get it.
Our Story
Over the past decade in B2B paid media, I kept seeing the same pattern: fintech companies burning through thousands in ad spend with nothing to show for it.
Not because they lacked good products. Because their targeting was fundamentally broken.
The problem was always the same - an overemphasis on "C-suite" targeting without any distinction between decision makers, influencers, and champions. Marketing teams were treating CFOs, Heads of Treasury, and Controllers as one homogeneous group, blasting the same generic message to all of them.
But here's what I learned: a CFO evaluating fintech cares about strategic outcomes and board-level ROI. A Head of Treasury cares about settlement efficiency and liquidity. A Controller cares about compliance and audit trails. They're all involved in the decision, but they have completely different priorities.
I watched companies burn through budgets targeting "decision makers" generically, wondering why conversion rates stayed low. The campaigns weren't failing because of creative or budget - they were failing because the targeting ignored how buying committees actually work.
That's why I founded Humble Roots.
- Macloud Moyo, Founder
Buying Committee Intelligence
Our methodology is simple: map the roles that actually influence your deals, then build campaigns that speak to each one.
Same product. Different messages.
A CTO doesn't care about your cost savings. A CFO doesn't care about your API documentation. Stop treating them like the same person.
This isn't complicated. It's just work most agencies won't do.
Meet Macloud
10+ years in B2B paid media. Agency side and in-house. £47M+ pipeline generated.
Former Group Media Director at Ledger Bennett, managing £50M+ in client budgets. Scaled campaigns from £120k to £4.4M annual spend. Led demand generation for American Express Global Business Travel, GE Digital, Neo1, and enterprise fintech clients across payments, spend management, and treasury.
You work with me directly. No junior account managers. No bait-and-switch. No strategist who disappears after the pitch.
Testimonial:
"Macloud's ability to balance the complexities of enterprise-level B2B campaigns while maintaining laser focus on ROI and lead quality... He's exactly the kind of strategic media leader you want driving your paid acquisition efforts". - Gary Bongiorni, Head of AI Marketing, American Express Global Business Travel
"He was instrumental in transitioning our acquisition strategy from lead gen to an end-to-end digital registration journey, removing sales touches and shortening sales cycles". - Marie Ligier, Product Marketing Manager, American Express Global Business Travel
How We Work
We don't send monthly reports and disappear.
We embed in your Slack. We join your pipeline reviews. We know your sales team's objections and your board's questions. When something's not working, we're already fixing it.
What's included - no surprise invoices:
Strategy, campaign builds, creative, ad copy, landing page guidance, ongoing optimisation, reporting, and regular calls. One monthly retainer. No hidden fees. No "that's out of scope".
Who We Work With
Growth-stage fintech companies - typically Series A to Series C - spending £10k+ monthly on paid media with enterprise or mid-market buyers.
You have a product with traction. You have a sales team ready to close. You understand that fintech buying cycles take time and demand generation isn't a 30-day fix.
We're not for everyone.
If you need cheap leads by Friday, we're not the right fit. If you want someone to "just run ads" without strategic input, hire a freelancer. If you're comparing us to £1k/month agencies, we're not aligned.
But if you want a partner who'll own pipeline outcomes alongside you - and actually understands why fintech is different - let's talk.
