Embedded Finance Clients
Copywriting for Embedded Finance & Lending
Embedded finance is a two-way sell. First you have to sell the platform on the benefits of offering capital. Then you have to help them sell that capital to their merchants. The problem is that most BaaS platforms are tech companies, not banks. I've been writing for embedded finance companies since 2019 and I know both sides of the conversation.
The Challenge
They often struggle to market lending products without sounding condescending or predatory to their users.
Your copy needs to bridge the gap between your tech and the end user's needs. I can help you position capital as a tool for recovery and expansion, rather than just credit.
I write messaging frameworks that allow non-financial platforms to offer financial products with confidence, ensuring you stay compliant while still converting, whether that's onboarding new platform partners or driving merchant uptake.
Key Topics I Cover
What I Deliver
Investor-ready reports on capital deployed, merchant outcomes, and financial inclusion metrics.
Search-optimised articles targeting SMEs and platform partners.
Case studies, partner onboarding decks, one-pagers, and battlecards for your platform sales team.
Conversion pages for partner onboarding and merchant acquisition.
Embedded Finance Clients
Why Now
BaaS regulation is tightening across Europe, and platforms that once offered financial products under the radar are now facing compliance scrutiny. At the same time, embedded lending is moving from a nice-to-have to a core revenue driver for SaaS platforms.
The winners will be the companies that can clearly articulate the value of embedded capital to non-financial platforms, while staying on the right side of the regulator. That requires copy that educates without overwhelming.
I've seen this shift firsthand, writing product positioning and thought leadership for YouLend as they scaled embedded lending across Europe, and building iwoca's SEO content programme around SME finance. I know what both the platform buyer and the merchant end-user need to hear.
Selected Work
Case Studies
Created a data-driven impact report analysing 100k+ funding instances, earning media coverage in Fintech Times and FF News, plus an FStech Award for Financial Inclusion.
Read case study
Defined a new content strategy, built a team of 4 writers, and delivered a 40% traffic increase generating over £300k in new loan volumes in 6 months.
Read case studyFAQ
Yes. I've worked closely with compliance teams at YouLend and iwoca. I understand FCA requirements around financial promotions and can write content that's both persuasive and compliant.
That's the core of what I do in embedded finance. The platform partner needs to understand revenue share and integration. The merchant needs to understand how capital helps them grow. I write for both audiences.
Most blog posts and articles take 2-4 working days. Impact reports and white papers are typically 2-3 weeks. For retained clients, I maintain a consistent publishing cadence agreed upfront.
Yes. At iwoca I built and now manage an external content team of four writers. I can operate as a Fractional Content Lead, handling strategy, briefing, editing and publishing alongside my own writing.
I only write for fintech. I already understand what BaaS means, how revenue share models work, and why compliance messaging matters in embedded lending. That means fewer review rounds, less hand-holding from your product team, and faster time to publish.
Whether you need platform partner collateral or merchant-facing content, I can help.
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