Where to find outbound sales campaigns for embedded finance companies in the UK

Cormac Repman
19 hours ago
4 min read

Embedded finance is one of the fastest-growing segments in UK fintech. Companies building payments, lending, and insurance into non-financial platforms need sales teams. The problem? These aren't your traditional banks. They're harder to find, their buying committees are spread across tech and finance, and most outbound agencies don't understand their motion.

I've built sales campaigns targeting embedded finance companies for two years now. Here's where to actually find them, and how to structure outreach that works.

What you're looking for: The embedded finance buyer

Before you go hunting, understand who buys embedded finance solutions. These are typically:

Product teams at fintech platforms (payments, lending, or insurance) selling to SMBs or marketplaces.

Operations leaders at consumer platforms (food delivery, travel, ecommerce) looking to add financial services.

Treasury teams at larger companies (retail, logistics) evaluating embedded lending or dynamic discounting.

These aren't standard verticals. They're scattered across tech, retail, marketplace, and B2B SaaS. That's why generic lists fail.

LinkedIn search: The fastest way to map the space

Start on LinkedIn. Search for these job titles at fintech companies:

"Embedded Finance" + "VP Sales" or "Sales Director" will surface the people who actually own these motions.

"Partnerships Manager" + "fintech" finds business development teams who evaluate new solutions.

"Product Manager" + "embedded payments" or "embedded lending" identifies technical buyers who influence purchasing decisions.

Use the company filter to narrow to UK-based and Series A+ funded companies (smaller teams don't run formal outbound campaigns).

I typically find 40-60 qualified targets per week using this approach. The signal is strong because these people actively list their embedded finance work on their profiles.

Industry databases: ZoomInfo, Apollo, Hunter

ZoomInfo lets you search by company tech stack and keyword. Search for companies using Stripe or Plaid (infrastructure signals they're building payments) and filter by UK location. This typically surfaces 200+ companies.

Apollo.io is cheaper and updates faster. Search for titles like "Head of Sales" or "VP Partnerships" where the company description contains "embedded" or "fintech." The mobile number coverage on UK records runs about 35-45%, so expect lower direct dial rates than US lists.

Hunter.io is good for bulk email discovery. Once you've identified 20-30 target companies, use Hunter to pull email patterns and build verified lists.

The tradeoff: These tools have 30-60 day data refresh cycles. Embedded finance moves fast. Use these as a starting point, not gospel.

UK-specific directories and events

Innovate Finance maintains a member directory of UK fintech companies. Not all are embedded finance, but the filtering by services (payments, lending, insurance) narrows it quickly.

CityWire and Financial Times: Ignites publish annual rankings of UK fintech companies by segment. These are goldmines for finding smaller, growth-stage companies that won't appear in public cap tables yet.

TechCrunch Disrupt and Collision (both held in Europe) publish attendee lists and sponsor companies. Embedded finance vendors sponsor heavily. Use Crunchbase to scrape attendee data.

Combine these sources. You'll build a map of 150-300 realistic targets across embedded payments, lending, and insurance in the UK.

Qualifying before you outreach

Not every fintech company is a real prospect. Filter your list ruthlessly.

Do they have Series A funding or higher? Most embedded finance plays can't staff a sales function below Series A. Check Crunchbase or Companies House.

Have they launched a customer-facing product already? Or are they pre-product? Pre-product companies won't buy your outbound services for 6-12 months. Skip them.

Is there a "Partnerships" or "Sales" function? If the team is all engineers and a CEO, they're not ready for outbound campaigns. Check LinkedIn.

Do they have 5+ people on LinkedIn? That's a rough signal of growth maturity. Lean-team startups rarely have outbound motions.

This cuts 60-70% of your initial list. You're left with 50-100 real targets.

The outreach angle: Specificity wins

Generic "let's explore a partnership" emails get deleted.

Instead: Reference their specific product and buying motion.

"I see you built embedded lending for SMB marketplaces. We work with fintech companies running cold outreach to CPaaS platforms. We've booked 12 demos this quarter for companies in your space."

This works because:

You've done research. You know their product, not just their company name.

You've identified their buyer (CPaaS platforms, not random businesses).

You have social proof specific to their segment.

Connect on LinkedIn first. Wait 3-5 days. Then email. Most embedded finance people accept connection requests within a week if they know you're B2B sales-focused (check your profile message for clarity).

Embedded finance decision-makers get 80-120 cold emails per week. Personalization isn't optional, it's the bar for getting opened at all.

Tools for tracking and sequencing

Instantly.ai lets you send personalized sequences across email and LinkedIn. Import your 50-100 targets, build a 5-step sequence (email, LinkedIn message, email, call, email), and automate the send timing.

Outreach or Salesloft if your team is larger. Both have UK phone dialing built in for follow-up calls.

HubSpot if you want free. Clunky for cold email but tracks meetings well.

The metrics you should track:

30-35% email open rate is normal for personalized fintech outreach in the UK.

5-8% reply rate is good (that means 250-400 emails to get 15-30 meetings).

12-18 month sales cycle is typical for embedded finance companies buying outbound services.

One thing to know: Embedded finance buyers move slower than traditional SaaS. Their procurement is split between Sales, Finance, and sometimes Product. Account for longer evaluation windows.

Building a sales pipeline into embedded finance requires targeted research, specific personalization, and patience. But the buyers exist, and they need help.

That's what Nurturance does. We identify embedded finance companies in your market, run cold calling campaigns targeting their Partnerships and Sales teams, and book qualified meetings at a fixed cost per meeting.

No retainer. No long-term contract. You pay only when we book a call.

If you're selling to embedded finance companies and want a UK cold calling team to handle your outbound, let's talk. [Book a call with Nurturance](https://cal.com/cormac).