top of page

Selling Enterprise Partnership Solutions

Let's pick a concrete example and dive-in: selling B2C cybersecurity solutions to FinTech. Picture this, a world where cybersecurity isn't a boardroom buzzkill but the belle of the ball in the FinTech soiree. That's the dream, and you’re the matchmaker. You’re not just selling a product; you're the Cupid connecting FinTechs with cybersecurity solutions that their consumers don't know they need yet. But like any good romance, it starts with understanding and meeting the right partners.

The building blocks:

1) Understand the FinTech Landscape:

FinTech companies are mushrooming across the financial sector, driven by innovation, consumer demand, and an appetite for disruption. Here’s how to navigate this ever-expanding terrain:

  • From Startups to Titans: Initially, many FinTech firms are agile startups, capable of rapid innovation but often overlooked by large enterprises. As they prove their worth, they attract more users and greater investment, growing to a point where they influence the market significantly. An example is a mobile payment service that starts locally and expands globally, like M-Pesa in Kenya, which transformed into a major financial service.

  • Market Disruption and Adoption: These companies are not just growing in size; they're altering the very fabric of financial services. They lead with user-friendly platforms, lower fees, and innovative services that traditional banks struggle to match. For instance, Revolut and TransferWise (now Wise) have reshaped international money transfers with their ease of use and transparency.

  • Regulatory Landscape: As FinTechs grow, they encounter a complex web of regulations that weren't as pressing when they were smaller. Cybersecurity solutions for these companies must not only protect against threats but also ensure compliance with regulations like GDPR in Europe or the CCPA in California. It’s about safeguarding data and winning trust.

  • Ecosystem Collaboration: Recognizing the potential for growth, traditional banks and financial institutions are increasingly open to partnerships, accelerators, and investment in FinTechs. For cybersecurity providers, this creates opportunities to become a part of the larger ecosystem, offering solutions that serve both the disruptors and the established players

2) Partnering Strategies:

The essence of a successful partnership lies in the symbiosis of needs and offerings. Banks and FinTechs often engage in a delicate dance, forming relationships that range from strategic alliances to customer/vendor transactions.

  • Vendor Relationship: As a vendor, your role is to supply the FinTech with a cybersecurity product or service that they, in turn, offer to their customers. For example, a cybersecurity firm might supply an anti-fraud solution that a FinTech integrates into its payment processing system. This kind of relationship is transactional but crucial. It’s about embedding your solution into their infrastructure so seamlessly that it becomes indispensable.

  • Referral Partnership: In a referral partnership, you leverage the FinTech’s customer base in exchange for a commission or fee. For instance, you might strike a deal where the FinTech refers their clients to your cybersecurity service for a discount, and for every conversion, the FinTech gets a kickback. This creates a win-win scenario where the FinTech adds value to their offerings, and you gain access to a broader market.

  • Direct Collaboration: This is the most intimate form of partnership. You and the FinTech work hand-in-hand to create custom solutions. An example could be co-developing a security feature that addresses a unique challenge faced by the FinTech’s customers. This kind of collaboration often results in innovative solutions and can lead to shared intellectual property or co-branded services.

3) Align Offerings to Partner Needs:

To create a value alignment, your cybersecurity solution must not only solve a problem but also enhance the FinTech partner's value proposition to their end-users.

  • Assessment of Needs: Start by conducting thorough research into the FinTech's user demographics, customer journey mapping, common cybersecurity challenges they face, and the regulatory environment. For instance, if the FinTech serves small businesses, they may need a cybersecurity solution that helps these businesses comply with data protection laws without requiring extensive IT expertise.

  • Customization of Solutions: Tailor your product to these needs. If the FinTech’s user base is highly mobile, focus on mobile security features. For example, develop a security app that helps users monitor their financial transactions on-the-go for any signs of fraudulent activity.

  • Demonstration of Value: Provide clear, quantifiable benefits. A sturdy competitive analysis will enable you to further understand the added value. For example, if your solution can reduce the time to detect a breach, quantify that benefit in terms of cost savings. If your solution has a track record of reducing fraud by a significant percentage, present case studies or testimonials that validate these claims.

  • Integration and Implementation: Work closely with the FinTech to ensure that your solution integrates smoothly into their platforms. This could involve developing APIs that allow for easy integration, or it could mean providing support during the implementation phase to ensure that the solution works as intended in the real-world environment of the FinTech’s operations.

  • Education and Support: Offer comprehensive training for the FinTech’s staff and support for end-users. This might involve creating easy-to-understand guides, videos, or even in-person training sessions that help both employees and customers understand how to make the most of the cybersecurity features.

4) Understand the Cost of Cybercrime:

The financial implications of cybercrime are staggering and represent a significant threat to both businesses and consumers. Here’s how to grasp the depth of this issue:

  • Economic Impact: With cybercrime draining $2.9 million every minute, it's a relentless drain on global resources​​. For FinTechs, which handle sensitive financial data, the stakes are even higher. A single breach can result in direct financial loss, regulatory fines, and severe damage to reputation.

  • Downtime and Recovery Costs: Beyond the immediate financial loss, there’s the cost of downtime and recovery. For example, if a FinTech platform goes offline due to a cyberattack, they not only lose transaction fees but also customer trust. The recovery process involves IT expenditures, customer service surges, and potential legal costs.

  • Insurance and Premiums: Companies are increasingly investing in cyber insurance to mitigate these risks. However, premiums are high and often depend on the company's cybersecurity posture. A robust cybersecurity solution can be a bargaining chip to reduce these insurance costs.

  • Customer Trust: The intangible cost of lost trust is incalculable. FinTechs thrive on the confidence that customers have in their security. A data breach can lead to a mass exodus of users and a tarnished brand image that takes years to rebuild.

How to get started, Enterprise Partnership selling :

1) Market Research: Understand the specific needs and challenges faced by FinTech companies regarding cybersecurity.

2) Tailored Solutions: Develop cybersecurity solutions that address those specific needs and can be seamlessly integrated into the FinTech’s existing offerings.

3) Build Relationships: Establish strong relationships with key decision-makers in the FinTech industry through networking and thought leadership.

4) Demonstrate Value: Clearly articulate the value proposition of your cybersecurity solutions, including how they protect both the FinTech and its customers.

5) Educate Your Partners: Provide resources and training to ensure the FinTech’s team can effectively communicate the benefits of the cybersecurity solutions to their consumers.

6) Feedback Loop: Maintain an open channel for feedback to continuously improve the partnership and the solutions offered.

Each of these steps should be executed with precision and tailored communication, ensuring that the message is clear, the value is undeniable, and the partnership is fruitful. It’s not just about making a sale; it’s about building a relationship that strengthens the FinTech ecosystem as a whole.

In the end, selling Enterprise Partnership solutions - here cybersecurity to FinTech, is like a dance. It's about rhythm and understanding your partner's moves. You want to be the one they lean on when the music of cyber threats starts playing. And remember, while you're waltzing through the complexities of enterprise sales, the ultimate goal is to make sure that when the FinTech glass slipper is found, it fits just right – secure, snug, and ready for the ball that is the ever-evolving digital landscape. As usual, if you wish to delve deeper into the matter, jump ahead to our 10-minutes Basics and start your journey towards becoming an expert on this topic…

Entreprise Partnership Solution B2B2C hand shake
Entreprise Partnership Solution B2B2C


Recent Posts

See All


bottom of page