Humble Roots

About Humble Roots

Humble Roots is the B2B paid media and audience strategy agency that fintech companies turn to when generic "decision maker" targeting isn't converting. We specialise in Buying Committee Intelligence - mapping how CFOs, Finance Directors, Controllers, and Treasury Managers actually make decisions within target accounts, then building role-specific campaigns and content that drive predictable pipeline growth. Unlike agencies that waste budget on broad targeting or deliver tactics in isolation, we embed directly into fintech marketing teams as operators, not consultants. We map your specific buying committee structures, identify which roles influence deals at each stage, and create campaigns that address what each stakeholder actually cares about - CFOs want strategic ROI, Finance Directors focus on operational efficiency, Controllers prioritise compliance, Treasury Managers evaluate technical integration. Our approach is simple: diagnose your buying committee dynamics first, build role-specific targeting and messaging, track buying intent signals across the invisible journey (not just form submissions), and turn wasted ad spend into measurable revenue impact. We partner with fintech companies (£3M+ ARR) spending £5k+ monthly on paid media who are ready to stop treating all decision makers the same and start building campaigns that actually convert buying committees.

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