GTM Channel Discovery: Escrow Fintech

A trust-and-transaction product is not an impulse buy, and its volume can come either from consumers one deal at a time or from platforms that embed it. The team needed to know whether paid consumer channels worked, or whether budget belonged in partnerships and outbound, before scaling.

• +Tested five channels to a completed-transaction goal: cold outbound, platform partnerships, Google, Meta and trust content
• +Aimed outbound at marketplaces and dealers who could distribute the product
• +Measured to completed secured transactions, not clicks
• +Compared one-at-a-time consumer acquisition against embedded distribution

• +A ranked read on which channels drove completed transactions
• +The reason a trust product distributes better through platforms than ads
• +A plan concentrating on partnerships and targeted outbound

• +Platform partnerships and outbound won: embedding the product where the sale already happens drove real volume
• +Google and trust content captured a thin stream of consumers already searching for a safe way to pay
• +Meta lost: a high-trust transaction is not something people commit to from a social ad

This is a representative, anonymised composite of a go-to-market engagement. The client is described by what it does, never named, and the channel results illustrate the pattern we found rather than one account's exact figures. Each study reflects real engagement structure: channels were tested in parallel and measured against qualified pipeline, not vanity metrics. Talk to us about your channel mix.