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Lead generation for open banking and banking-as-a-service firms: the four campaigns, who decides at sponsor banks, and the rules buyers follow.
By Moe Alhosni · Published 1 November 2026 · 5 min read
Short answer: Open banking and banking-as-a-service (BaaS) lead generation means booking meetings in a two-sided market: providers need banks to partner with and businesses to sell to, and banks need fintech partners they can trust. The buyers are heads of partnerships, payments, product and treasury, and every deal passes a third-party risk review. We charge $200–$500 per qualified meeting that took place, after a $1,000–$3,000 setup. We have not run an open banking or BaaS campaign yet.
Who wrote this. I'm Moe Alhosni and I run ROI Maximizer. I led sales at Coinshift, a treasury platform for Web3 organisations, and before that spent four and a half years in sales at Moody's in London, most recently as Assistant Director, Sales, covering banks and other financial institutions. Neither company has any connection with ROI Maximizer.
This page is for open banking providers (account information, payment initiation, data and verification), BaaS platforms, embedded finance providers and the vendors that serve them. For selling to banks in general, see how to sell to banks; for payments, see best lead generation agency for payments companies.
| You are | You want meetings with | What they care about |
|---|---|---|
| A BaaS or embedded finance platform | Fintechs and brands that want to offer accounts, cards or payments | Time to launch, cost, the bank behind you, compliance support |
| A BaaS platform or fintech | Sponsor banks | Your compliance programme, your controls, your clients' risk |
| An open banking provider | Lenders, payment firms, accounting and ERP platforms, merchants | Data coverage, conversion, cost per payment or check |
| A vendor to any of the above | Compliance, risk and operations teams | Oversight of partners, reporting, reconciliation |
Each needs its own list and message. The sponsor bank campaign is the slowest and the most valuable.
Banks are accountable for their fintech partners. In the US, the interagency guidance on third-party relationships, issued in June 2023 by the Federal Reserve, FDIC and OCC, expects banks to manage the risk of third parties over the whole relationship. For a sponsor bank, a fintech programme is a third party with its own customers, which is why a bank's first questions are about your compliance, not your growth.
The data rules are changing. In the UK, account information and payment initiation services are regulated under the Payment Services Regulations 2017. In the US, the CFPB published its personal financial data rights rule under section 1033 of the Dodd-Frank Act in November 2024; check the CFPB's current position before relying on its dates. In the EU, payment services fall under PSD2. Your buyers follow these closely, and a message that shows you do too is read differently.
This is general information, not legal advice; check with your compliance team or counsel.
At a bank: the head of partnerships, banking-as-a-service or embedded finance, with risk, compliance, BSA/AML and information security involved early. At smaller sponsor banks, the CEO or chief banking officer may be in the first meeting.
At a fintech or brand: the founder, head of product or head of payments for the launch decision; the CFO for cost; compliance for the partner bank question.
At lenders and platforms buying open banking data: the head of credit or risk, head of product, or head of payments.
In our Financial Services Outbound Index, 62.5% of the 48 digital banks and banking-as-a-service firms checked publish a DMARC policy of reject, the highest share of any segment we track. A weak sending setup doesn't reach these companies. Check yours with the email setup checker.
A sponsor bank relationship can support a whole business, and a large platform client can bring years of revenue. Use the financial services cost per meeting calculator separately for each campaign: the value, close rate and cycle of a bank meeting are very different from a fintech meeting.
Usually a head of partnerships, BaaS or embedded finance, with compliance and risk involved from the first call. At smaller banks, senior executives often join the first meeting.
The email itself is B2B marketing, under each country's email rules. The services you sell may be regulated, for example account information and payment initiation under the UK's Payment Services Regulations 2017. Not legal advice; see is cold email legal for financial services.
Often several quarters, because of due diligence on your programme and your customers. Fintech and platform deals can be faster.
No. We haven't run a finance campaign yet. Our published results are from PR agencies, and you pay only for qualified meetings that took place.
Ask the partner which of the four campaigns it will run, how it will reach both the business and the risk owner, and what counts as a qualified meeting. Ask what happens to a no-show. If that fits, book 30 minutes or email moe@roimaxi.com.
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
After Moody's he was Sales Director at Coinshift, a Web3 treasury management company (2024). Before Moody's he worked at BLOM Bank France in London on settlements and customer service, including AML/KYC record updates. Full career
Or run the free GTM teardown on your own site for the ICP, cold email and numbers specific to your company.
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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