Introducing Intention.ly, a fractional CMO service for fintech companies founded by women
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After several years leading the marketing department of a fintech company in the Philadelphia area, Kelly Waltrich felt that there was room for growth engine consulting in this area.
She spent most of her career working in-house at companies such as: e-money advisor When Orionbut when the pandemic hit, she did some soul searching.
I asked myself, “Like everyone else, what do I want to do next?” she said.
her partner Megan Richter Waltrich said it aims to introduce a “more modern” approach to marketing and growth within financial services, which tends to be a slow-moving industry. In May 2021 they launched on purposebuilds an inbound marketing engine and contact channel for fintech customers.
The company builds frameworks, technologies, advertising plans, marketing automation and digital marketing strategies for financial institutions to acquire new customers. Intention.ly’s clients include legacy institutions, asset managers and advisories, as well as small early-stage fintech startups, Waltrich said. Also, Intention.ly custom builds his solution to each client’s needs, so there is no one-size-fits-all package.
“We’re connecting the dots for companies that otherwise couldn’t do it themselves.”
Waltrich recently outgrown his living room as an office in his home and opened a space in King of Prussia on Friday. She wanted a space where she could meet with her clients. The company frequently creates digital content, videos, and podcasts for clients, which is why they built the studio. She also hired some of her current employees from her eMoney and Orion, and although management won’t create a formal in-office work policy, employees will use spaces away from home. She thinks she’ll do her job.
“We like seeing each other,” said Waltrich. “We’re not every day, but it’s been great to reconnect and work together.”
Despite his experience in the space, Waltrich said he’s learning a lot as a first-time founder. She emphasized that employment is “even more important” when you’re working for yourself. We have aimed to build a “strong foundation” with Lancer. The company is bootstrapped for now.
She learned that outsourcing can be an attractive option for companies facing a recession, and Intention.ly’s service has helped fill some marketing holes companies might not want to hire themselves. It helped me fill it in.
“What I have noticed is that there are some very large companies in the financial services industry that have budgets everywhere and loud budgets,” Waltrich said. “And all the great companies that don’t have a say are focused on building software or building clients. I am connecting.”
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