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B2B lead generation for insurtechs, brokers, commercial lenders and payments firms: who to target, the UK credit and PECR rules, and per-meeting pricing.
By Moe Alhosni · Published 29 October 2026 · 8 min read
Short answer: This is B2B lead generation for three thin corners of finance: insurance (insurtechs, MGAs and brokers), lending (commercial and equipment finance) and payments. We book meetings with business buyers: carriers, brokers, lenders, finance teams and merchants that are companies. No consumer insurance, consumer credit or retail leads. Pricing: $1,000–$3,000 setup, then $200–$500 per qualified meeting that took place, or a flat $5,000 a month. Nothing for a no-show.
I'm Moe Alhosni, founder of ROI Maximizer. Before this I sold at Moody's in London for four years and seven months, then ran sales as Sales Director at Coinshift, a Web3 treasury management company. I have not yet run a campaign for an insurance, lending or payments client. This page sets out who we would target, how, the rules that apply, and what it costs.
Search results for insurance, lending and payments lead generation are thin and mostly about the wrong thing. "Business loan leads" returns lead marketplaces selling loan applicants. "Merchant services leads" returns lists sold to card-processing resellers. "Insurance leads" returns consumer quote forms.
What is missing is the B2B version: a company that sells to insurers, lenders or payments firms, or one of those firms selling to other businesses, wanting meetings with decision-makers. That is the work we do. If your search turns into real demand for one of the three, it gets its own page later.
| You sell | To | Titles we book |
|---|---|---|
| Insurtech software, data or claims tools | Carriers and MGAs | Chief underwriting officer, head of claims, COO, CTO, head of distribution |
| Software and services | Brokers | Managing director, principal, head of operations, compliance officer |
| Commercial insurance (you are a broker) | Mid-size companies | CFO, finance director, operations director, owner |
Carriers buy slowly and by committee. Underwriting, claims, IT, procurement and compliance all have a say, and the first meeting is usually with the person who has the problem, not the budget. Brokers buy faster. A broker principal often decides alone, but has little time and a full inbox at renewal seasons.
Two things matter for broker lists. Brokers change firms and firms consolidate, so a list decays fast. And in the UK many small brokerages are partnerships or sole traders. PECR treats those as individuals: the ICO says "Sole traders and some partnerships are treated as individuals", which brings the consent rule in PECR regulation 22. We take them out of the list.
If you are a broker emailing companies about insurance, your own marketing is regulated. The FCA's ICOBS 2.2.2R says that when a firm communicates information, "including a financial promotion", to a customer it must be "clear, fair and not misleading". Your compliance lead signs off the copy before we send it. More on this segment in insurtech lead generation.
| You sell | To | Titles we book |
|---|---|---|
| Loan origination, credit decisioning or data tools | Banks, specialist and alternative lenders | Chief credit officer, head of lending, COO, CTO |
| Commercial or equipment finance (you are the lender) | Mid-size companies | CFO, finance director, owner |
| A lending product through intermediaries | Commercial finance brokers | Broker principal, managing director |
Selling technology to a lender is ordinary B2B. When the lender itself is emailing businesses about credit, the borrower's legal form matters. In the UK, a credit agreement under article 60B of the Regulated Activities Order is one with "an individual or relevant recipient of credit". Article 60L counts "a partnership consisting of two or three persons not all of whom are bodies corporate" as a relevant recipient. Article 60C exempts business lending where the lender provides "credit exceeding £25,000". So lending to sole traders and small partnerships can be regulated consumer credit, and we do not run those campaigns. Campaigns to limited companies are B2B.
If your buyers are banks, the buying committee is in lead generation for selling to banks.
| You sell | To | Titles we book |
|---|---|---|
| Payments infrastructure, fraud or reconciliation tools | Payment companies, acquirers, banks | Head of payments, COO, CTO, head of risk |
| B2B payments, treasury or FX products | Finance teams at mid-size and large companies | CFO, treasurer, head of finance operations |
| Payment acceptance | Merchants that are companies, with real volume | CFO, head of ecommerce, COO |
At Coinshift I sold a treasury product to finance teams. What I learned there: the CFO cares about control and audit trail first, cost second. The treasurer cares about how it fits the bank accounts already in place. The person who replies first is often in finance operations, and they need something to show the CFO.
What we do not run: low-ticket merchant acquiring aimed at small shops and sole traders. That market is volume calling, and the PECR rules above remove much of the list in the UK.
| Where | Cold B2B email to a company address | Primary source |
|---|---|---|
| UK | Allowed to corporate bodies; sole traders and some partnerships need consent | ICO, PECR reg 22 |
| US | Allowed if it meets CAN-SPAM: "no exception for business-to-business email" | FTC |
| Canada | Needs express or implied consent; s10(9) covers conspicuously published, role-relevant addresses | CASL |
| Germany | Needs prior express consent, no B2B exception | UWG s7 |
The full version, with the investment-promotion rules, is in is cold email legal for financial services.
This is general information, not legal advice; check with your compliance team or counsel.
We have no insurance, lending or payments results. Our published results come from PR agencies: PR Noir, 27 leads, 10 qualified meetings and a $90,000 contract in 45 days; and P1 Communications, 20+ qualified meetings in hospitality PR. Neither is finance. The process carries over: a written definition of a qualified meeting, a verified list, short copy, and replies answered the same day.
My own background is the buyer's side of finance. At Moody's I was a Client Service Associate, then Account Manager on Tier 1 banks and asset managers, then in Credit Solutions sales, and most recently Assistant Director, Sales, covering central banks, financial institutions, asset managers, PE and VC in Central and Eastern Europe plus Portugal, Malta and Cyprus. Earlier, at BLOM Bank France in London, I worked on settlements, customer due diligence and AML/KYC record updates. Moody's has no connection to ROI Maximizer.
Every meeting is judged against six criteria agreed in writing before outreach starts: seniority, company size and sector, budget authority, expressed need, held not booked, and no-show handling. The full clause is in what counts as a qualified meeting. For a carrier or a bank, add the stage of their vendor process. That is covered in what "qualified" means when the buyer is a bank.
| Plan | What you pay | A month with no meetings |
|---|---|---|
| Per meeting | $1,000–$3,000 setup, then $200–$500 per qualified meeting that took place | Nothing after the setup |
| Flat | $5,000 a month | $5,000 |
No minimum term. Nothing for a no-show. Every term is in pay per meeting lead generation pricing, and the cost per meeting calculator puts any quote, ours included, against what a meeting is worth to you.
The rest of the finance cluster starts at the financial services hub. For fintechs selling to banks and finance teams, see fintech lead generation.
Insurtechs selling to carriers mostly win through events, partnerships and outbound to the person with the problem, such as the head of claims. Brokers win commercial clients through referrals, renewals and outbound to finance directors. Cold email is the part you can schedule, as long as the list excludes sole traders in the UK and the copy is signed off.
Long with carriers, because underwriting, IT, procurement and compliance all review the vendor. Shorter with brokers, where a principal often decides. We have not run an insurtech campaign, so I will not give you a number of days. Plan for a first meeting to be the start of the process.
Yes, to companies, if the email meets PECR in the UK or CAN-SPAM in the US. In the UK, lending to individuals, sole traders and partnerships of two or three people can be a regulated credit agreement under the Regulated Activities Order, with an exemption for business lending over £25,000. Check with counsel before you target small borrowers.
For B2B payments, treasury and infrastructure products sold to finance teams and payment firms, yes, if the list is narrow and the copy speaks to control and reconciliation. For low-ticket merchant acquiring to small shops, calling and partnerships usually work better.
If you sell into insurance, lending or payments, or are one of those firms selling to businesses, book 30 minutes or email moe@roimaxi.com.
Moe Alhosni, founder, ROI Maximizer (M Ventures LTD, 4 Beau Street, Bath BA1 1QY).
About the author: Moe Alhosni, founder of ROI Maximizer. Before that he spent four and a half years in sales at Moody's in London, most recently as Assistant Director, Sales, working with banks, asset managers and private equity firms. He runs the campaigns behind the first-hand data on this site. LinkedIn
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ROI Maximizer is a trading name of M Ventures LTD, registered in England and Wales, company no. 15554493. Registered office: 4 Beau Street, Bath BA1 1QY, United Kingdom. moe@roimaxi.com
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