Gabriel Onyango

I'm a freelance writer eating stories for breakfast and long conversations for lunch. I have my nose in marketing, fintech, open banking, startups (majored in entrepreneurship in uni) and some other thing that hasn't been invented yet. #AlwaysExperimenting.

Bootstrapped and Sold for $200Million: An Analysis of ProfitWell’s Unusual Positioning Strategy (Screenshots Galore)

How do you bootstrap your company for 10 years, get the respect of your category, and cement ‘an expert’ positioning among your target customers?  Well, in this article I’m going to dive into 6 things I learnt about ProfitWell’s journey; all from snooping on their website and combining that with insight from being a consumer …

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Thumbnail of webinar

Secrets of a Professional Cold Emailer: Scaling to 60 Leads a Month Through Cold Emails

How do you scale sending cold emails from 0 to 60 leads per month without getting thrown into the spam bin and the lights turned off? Matt McQuinn, the founder of list building company Coldlytics, sat down with Alexi Ivanov, the founder of Hypergen; a cold emailing agency that’s helped businesses land meetings with companies …

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The Collaborative Content Creation Framework Case Study With NMD+’s Dave Wallace

After 20+ years of building digital experiences for some of the UK’s largest financial institutions, from Schwab, RBS, HSBC, etc. to selling his agency to WPP. Dave Wallace wanted to start a fresh chapter through NMD+; a new agency specialising in designing active customer experiences and hyper-personalisation for financial services brands. These services required a …

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Marketing a new category: Lessons from Snooping on TrueLayer

In the UK, 50% of all open banking traffic goes through one bank API aggregator, TrueLayer.  In this article, we follow the breadcrumbs to uncover how fintech marketers are carving out a new category; Open Banking . You’ll see the segments being targeted for adoption and the unexplored opportunities. Follow the data, get the insight, …

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banking as a service

The Layman’s Guide to Banking as a Service

Banking as a Service (BaaS) is the democratisation of financial capabilities that have fiercely been protected, isolated and hidden in silos for hundreds of years by banks. The fact that BaaS opens up banks’ capabilities and essentially empowers anyone to be able to create their own financial products, goes against every fabric of the traditional …

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ecommerce payment fraud

Three Trends in E-commerce Payments to be Concerned About

With ecommerce sales skyrocketing, the options for online transactions are manifold. But what are the problems that come with these many choices to pay? Find out.  Global e-commerce sales hit $29 trillion in 2017 according to data released by the United Nations Conference on Trade and Development (UNCTAD) early this year. Here are three e-commerce …

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alternative data

Alternative Data Meets Fintech: Tweets, Parking Lot Pictures & Criminal Takedowns

In an increasingly competitive market, how are fintech companies adapting to improve their decision making? In industries such as insurance, capital markets, cryptocurrency, wealth and asset management — alternative data is proving to be a valuable source of insight. Like a broken leaf to a hunter or a change of wind direction to a sailor, …

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TransferWise’s $5 billion customer personas and how they market to them

Marketers…what are you doing to tailor your content and messaging to what your customers think and feel? Market disruptors like TransferWise are using deceptively simple tactics to tap into customer insights to create a moat. Here’s how: Let’s get it out of the way shall we (unicorn junkies section); TransferWise is an international money transfer …

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I Reverse Engineered Monzo’s Content Marketing Strategy, Here’s What Marketers Can Learn

  App-only challenger banks have risen to try and push incumbents off their financial perch, and in this battle, content marketing has been a valuable tool in their repertoires. Have you ever wondered how they do it? Monzo If you’ve never heard of Monzo, it’s a UK-based challenger bank that has grown to 4 million …

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