Where to find outbound sales campaigns for embedded finance companies in New York

Cormac Repman
1 day ago
4 min read

Embedded finance is reshaping how companies serve their customers. Banks aren't the gatekeepers anymore, which means fintech and insurtech vendors are embedded into shopping carts, SaaS platforms, and marketplaces across New York. If you're running outbound campaigns to reach these companies, you need to know where to look, how to build a clean list, and what to expect when you dial.

The Embedded Finance Opportunity in New York

Embedded finance has doubled in adoption over the last three years. Software companies that never thought they'd be financial services providers are now offering payments, lending, or insurance directly to their users. This shift created a massive sales opportunity for vendors selling integrations, compliance infrastructure, and payment processing tools.

New York is the epicenter. Manhattan alone hosts over 2,000 fintech companies, plus hundreds more distributed across Brooklyn and the wider metro area. These aren't all crypto startups either. You've got embedded lending platforms, payment orchestration layers, embedded insurance providers, and buy-now-pay-later networks actively looking to expand.

The challenge isn't finding embedded finance companies in New York. It's finding the right decision makers at the right stage with the right problem your solution solves.

Identifying Your Target Account List

Start with precision. Embedded finance is an umbrella term. You need to narrow down.

Are you selling to companies that:

Embed payments into their platform (e.g., SaaS billing integrations, marketplace transactions)

Embed lending (BNPL, business lines of credit, consumer loans)

Embed insurance (embedded warranties, embedded liability coverage, embedded health insurance)

Build the infrastructure (payment processors, compliance engines, KYC platforms, risk engines)

Once you define your segment, layer in geography. LinkedIn Sales Navigator lets you search by company location. Filter for New York metro area. Add industry filters (SaaS, Fintech, Payments, Insurance Tech). Set employee size ranges that match your ICP.

You're looking for companies with 50-500 employees in most cases, because they're established enough to have budget and decision-makers, but agile enough to move fast.

Building Your Campaign List

Your list is only as good as your data quality. Garbage in, garbage out.

Start with these sources:

LinkedIn Sales Navigator: Search embedded finance companies + decision maker titles (VP of Product, Director of Partnerships, Chief Financial Officer). Export the results.

Crunchbase and PitchBook: Filter by "embedded finance" as a category, add location filters, review recent funding rounds (Series B and later tend to have more budget).

Company websites and LinkedIn: Identify your target titles. Chief Revenue Officer, Director of Business Development, VP of Partnerships. If they're embedded finance, they're actively adding integrations.

Vendor lists: Look at the customer lists of adjacent vendors. If a company uses competitor X, they're likely in-market for solutions like yours.

Once you have raw names, validate the data before you dial. Bad phone numbers and invalid emails waste your team's time. Use email verification tools to clean the list. Validate phone numbers. Remove duplicates.

A clean list of 500 prospects typically yields 50-75 conversations when executed by a trained calling team. Your connect rate depends on dialing volume, time of day, and list quality, but expect 10-15% initial connects on a freshly built list.

The Campaign Structure

You need a multi-touch sequence. Outbound calls work best when they're supported by email and LinkedIn.

Here's the typical sequence:

Day 1: Email introduction (personalized to their company + role, not generic)

Day 2-3: Call attempt #1

Day 3: LinkedIn connection request with a note

Day 4-5: Call attempt #2

Day 5: Follow-up email (different angle, focused on their specific problem)

Day 7: Call attempt #3

Day 8: Final email before pause

The goal isn't to close immediately. The goal is to qualify interest and get them on a discovery call with your sales team. Conversion rates from outbound prospecting typically sit at 2-5% for properly executed campaigns in fintech, meaning you'll get 10-25 qualified meetings from a 500-person list.

Execution and Team Structure

Cold calling isn't a side project. You need dedicated calling resources who can dial 50-80 conversations per day while maintaining quality.

A typical execution model looks like this:

One full-time BDR or calling representative can manage 300-400 cold outbound dials per week

Two reps can handle a 500-person list in 3-4 weeks with proper follow-up

Schedule calls between 9am-11am and 2pm-4pm EST (peak answer rates)

Stagger campaigns by geography (Manhattan, then Brooklyn, then surrounding areas) to make timing natural

Your team needs a simple CRM to log calls, track disposition, and schedule follow-ups. Salesforce is overkill. Use HubSpot, Pipedrive, or even a solid Google Sheet. The point is you need a record of every attempt.

Expect voicemail rates of 40-60% on cold outreach. That's normal. Your team should have strong voicemail scripts that reference the prospect by name and their company, not generic "hey we can help" messages.

Handling Objections and Qualification

The most common objections in embedded finance sales:

"We already have a vendor for this" (reframe: you're not replacing, you're comparing)

"Not in budget right now" (qualify: when does budget cycle open? Can I circle back?)

"We're evaluating other options" (probe: who are you talking to? What are you trying to solve?)

"Too early stage for us" (qualify: when do you plan to expand? Can I follow up in Q4?)

Train your team to probe, not pitch. A good discovery call is 70% listening, 30% talking. You're qualifying whether they have a problem worth solving, not selling them something they don't want.

Building an outbound campaign for embedded finance companies in New York is achievable if you approach it systematically: tight targeting, clean data, structured sequences, and disciplined execution.

If you'd rather skip the setup and work with a team that's already dialed in on fintech and insurtech prospects, Nurturance runs cold calling campaigns through the Glencoco marketplace. We handle list building, calling operations, and qualification for embedded finance vendors selling into New York metro. We charge per meeting booked, so you only pay for conversations that actually happen. Let's talk about your campaign. Book time at cal.com/nurturance.