Clarify Conversion Objectives in Fintech Launches using Get Who To By
So, you’ve got a fintech launch. Let me guess: the deck is 40 slides of 'disruption' and 'democratizing finance,' but nobody can actually tell me what the user is supposed to click first. Great. While you’re burning through your Series A, the rest of us are using Get Who To By to actually get things done. It’s a four-step reality check designed to stop the aimless 'brand awareness' chatter and force you to define what a win actually looks like before the VCs start asking uncomfortable questions.
The TL;DR
Stop the fintech fluff. Use Get Who To By to nail down exactly who you're targeting (GET), why they’re currently ignoring you (WHO), what you need them to do (TO), and the actual hook that makes them do it (BY). It turns a vague launch into a conversion machine.
Why Get Who To By Saves Your Fintech Launch
Because most fintech launches fail not because the tech is bad, but because the strategy is a pile of vague 'visionary' nonsense that ignores how people actually handle money.
The Four Steps
GET
Which specific group is actually going to move the needle?
Don't say 'Millennials.' That’s lazy. Are they gig workers with tax anxiety? Parents trying to set up a college fund? Pick the smallest, most winnable group that actually has a problem you solve.
WHO
What is their actual financial pain or habit?
People don't switch financial tools for fun. They switch because they're annoyed, scared, or greedy. Find the specific friction point they're currently tolerating because they think switching is too hard.
TO
What is the one stupidly simple action you want?
Deposit $10. Link their primary checking account. If they have to think for more than three seconds, you've already lost them. Make the conversion goal singular and surgical.
BY
How are you actually forcing their hand?
What is the mechanism? A $50 sign-up bonus? A 'skip the line' invite? A direct comparison showing how much they're losing in fees? It needs to be the 'how' that makes inaction feel like a mistake.
Fintech Launch Blunders
(Try not to do these. Please.)
- ×Targeting 'anyone with a smartphone' because your VC said the TAM is huge
- ×Using words like 'synergy' or 'ecosystem' in your 'TO' message
- ×Assuming users care about your 'innovative proprietary backend'
- ×Making the onboarding flow a 12-step nightmare that requires a blood sample
- ×Ignoring the fact that people are inherently terrified of losing their money
- ×Vague calls to action like 'Experience the future of finance'
- ×A 'BY' mechanism that requires a manual and three business days to work
- ×Trying to solve five financial problems at once in one campaign
Avoiding these pitfalls puts you ahead of 90% of the 'disruptors' who will be out of business by next Christmas.
Real Examples
Neobank Launch
A campaign targeting freelancers who are tired of their personal and business expenses being a mess.
GET
Side-hustlers and freelancers using their personal bank accounts for work.
WHO
They spend every Sunday night manually sorting spreadsheets and dreading tax season.
TO
Open a dedicated business account and automate your tax savings in 3 minutes.
BY
An automated 'Tax Pot' feature that swipes 20% of every deposit into a locked savings bucket.
Investment App
An app trying to get first-time investors to move beyond just keeping cash in savings.
GET
Risk-averse savers with at least $2k in a low-interest savings account.
WHO
They know inflation is eating their cash, but they're too intimidated by the stock market to start.
TO
Start a managed portfolio with just your 'spare change'.
BY
A round-up mechanism that invests the change from every coffee purchase into a low-risk ETF.
Crypto Wallet
A secure wallet launch focusing on users worried about exchange collapses.
GET
Crypto holders who still keep all their assets on centralized exchanges.
WHO
They’ve seen the headlines about exchange hacks and collapses but find self-custody 'too technical'.
TO
Take total control of your keys without the headache.
BY
A biometric-only recovery system that eliminates the need for a 24-word seed phrase.
Frequently Asked Questions
Can't we have three 'TO' objectives for the launch?
No. If you have three objectives, you have zero. Pick one conversion event - like 'Account Funded' - and obsess over it. You can't ask a stranger to marry you, move house, and buy a dog on the first date.
What if our 'GET' group is too small for our growth targets?
A small group that actually converts is better than a huge group that ignores you. You can't boil the ocean. Win the small group first, then move to the next one.
Is 'WHO' just a user persona?
Personas are usually fictional characters created by bored marketing interns. 'WHO' is a real, messy behavior or a deep-seated frustration. It's the 'why' behind their current inaction.
Why is 'BY' so important in fintech?
Because financial products are boring and scary. The 'BY' is the engine that makes the 'TO' actually happen. Without a mechanism, you're just making a polite suggestion.
How do we know if our 'TO' is clear enough?
Show it to someone outside of fintech. If they have to ask 'So, what do I do?', it’s garbage. Go back and make it a verb that a five-year-old understands.
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