How Fintech Companies do Content: Galileo's Enterprise-Focused Content
If you read most content marketing advice and strategy, you’ll notice that a lot of it is written for SaaS companies.
But the thing is, content for SaaS is different to content for B2B fintech targeting enterprise customers.
Whereas in SaaS, they often have self-serve demos and short sales cycles, in B2B fintech you’re often targeting a buying group and sales cycles can be months, even years. The decisions are high stakes, the process is long, and the role of content is a lot more complex. According to research by Dreamdata, B2B buyers on average require 62 touches across three channels before closing!
That’s why content is so key in the world of enterprise: a lot of these touchpoints involve reading content. And the more touchpoints, the more the prospect moves along the sales journey.
That’s how Galileo, a fintech company that works with some of the most prominent financial companies around the world, sees content as well. Their goal with content is to answer as many questions as possible before a prospect even gets on a call. The result is that by the time sales steps in, the stakeholders in the prospect’s company are mostly aligned, they have a good understanding of Galileo and how the product can help them.
And it’s working very well.
In this case study, we talk to Scott Henderson, Senior Digital Marketing Manager and Rosa McGoldrick, Head of Public Relations and Marketing Content to unpack how Galileo approaches content for enterprise customers. From attracting the right buyers to enabling sales, from leveraging large language models to localising for new markets, this is a look at how content becomes a serious growth driver for Galileo.
Note: Every couple of months we release a new case study on how a financial services or fintech company does content. Join our newsletter to make sure you get each issue in your inbox!
Galileo’s backstory
Galileo Financial Technologies, founded in 2001 by Clay Wilkes, is one of North America’s largest payments processors and program managers. Long before fintech became a trend, Wilkes spotted an opportunity to modernize payments infrastructure, building a platform to support innovative financial products that legacy banks couldn’t handle.
The company became the backbone for some of the world’s most prominent fintechs, including Robinhood, Chime, Varo, Monzo, Revolut, and Wise. In the US, all five of the top fintechs are Galileo customers. By early 2020, the company was already profitable and processing $45B in annualized transaction volume, nearly doubling in just six months.
That same year, SoFi acquired Galileo for $1.2 billion in cash and stock, marking a major step in SoFi’s expansion into infrastructure. Galileo now operates as an independent division within SoFi, with Derek White as CEO.
Some of the products they offer include:
Card issuing (secured credit, debit, virtual and prepaid)
Digital banking APIs
Core banking infrastructure
Payments processing
Program management
Mobile and web-based white label UX
Fraud and risk management tools
Real-time ledgering
Direct deposit and account funding
KYC and identity verification integrations
They have 1,500 employees and the company is headquartered in Sandy, Utah, with offices in Salt Lake City, Mexico City, Ecuador, Uruguay and Argentina.
The role of content: moving buyers along the sales funnel
“Content is not just a marketing asset. It’s core to how we connect to modern B2B buyers, many of which, we’ve learned, are 70% through their journey before they even meet a salesperson”
This is how Rosa answered when I asked about the role of content.
For Galileo, content is not to do follow-ups or classic lead-gen – it’s the starting point of the sales journey. It builds awareness, earns trust, and helps decision-makers understand what they need, often before they’ve spoken to a single person.
As we mentioned earlier, in the enterprise world the buying decision is made by a group of people, each with different priorities and making a high-stakes decision. The more touchpoints, the better, and content is crucial to enabling that.
Galileo’s content strategy spans five key areas:
Media relations
Executive visibility
Analyst relations
Social media
Content marketing
With these five areas, Galileo can ensure they appear everywhere their buyers may look, whether that’s a top-tier publication, an industry analyst’s report, or a highly specific product page.
The goal is that when a prospect finally reaches out, they already know who Galileo is, what they offer, and why it matters. Sales doesn’t need to start from scratch that way, and instead step into a conversation that content has already opened.
How do they track it all? They use a tool called Bizible (Marketo Measure) as well as Salesforce and many other tools, that allows them to map every touchpoint and understand how content is influencing pipeline and revenue. Rosa also shares that they don’t have to “prove” it to leadership because leaders can see the role of content in real time. Often, when in the middle of a deal, the prospect will have six more questions, which leadership can answer with content.
The role of content is clear: appear everywhere that prospects are, answer their questions and increase the number of touchpoints.
What’s their content strategy?
Every content piece is designed with one core objective in mind: be visible when a buyer goes looking, and be helpful enough that they stay.
Galileo’s content strategy starts with the fundamentals: content must be discoverable, trustworthy, and answer real questions. The website is treated not just as a brochure, but as a resource: somewhere a buyer, product owner, or CTO can go to get clarity on a complex problem.
Take one example: when fintech infrastructure provider Synapse began to collapse, the industry had questions. How do sponsor banks actually work? What’s an FBO account? Where does the ledger sit?
The Galileo marketing team realized it didn’t have a clear, public explanation of this model, so the team moved quickly to fill the gap. The result was a long-form article explaining the fundamentals of FBO accounts and how Galileo’s approach compares. It started ranking almost immediately and drew consistent, targeted traffic from people trying to make sense of a critical industry shift. You can read it here: How Do FBO Accounts Work in Fintech?
A big part of this strategy is monitoring trends. Scott works closely with the PR team to identify trends, keywords, and news events that shape buyer interest. “It’s not just about what we want to say,” he explained. “It’s about what the market is asking, and how they’re asking it.”
The inputs for this strategy come from everywhere: keyword research, sales recordings, analyst conversations, and even influencers like Simon Taylor’s popular fintech newsletter, Fintech Brainfood. But one of the most important sources is sales. Staying close to frontline teams helps the content team prioritize understand pain points and triggers, and create the right type of content. If a CTO needs to sell core banking modernization internally, Galileo wants to have the article that helps them do it. If a head of product is wrestling with how to think about embedded finance, they want Galileo’s perspective to be the one that shows up first.
That proximity means Galileo doesn’t just write content that sounds good, they write content that gets used. Because as Scott says, when your buyer’s biggest question is “How do I explain this to my CFO?”and your content gives them the answer, you’ve already won half the sale.
Galileo’s content strategy is therefore very much based on what they’re hearing and seeing from real sales calls with prospects, as well as within the wider market.
Distributing content via LLMs and the sales team
Galileo’s approach to content distribution is evolving quickly. While traditional SEO is still a major traffic driver, 2025 has brought a new kind of visibility challenge: large language models.
“In 2024, we had basically no traffic from LLMs,” said Scott Henderson. “Now, it's way higher than it was last year.”
To stay ahead of this shift, the team built a dedicated dashboard that tracks traffic from platforms like ChatGPT, Gemini, and Perplexity. What they’ve seen is encouraging: organic traffic from Google hasn’t dropped, but LLM-driven traffic is steadily rising. These aren’t just one-off visits: they’re new audience entry points coming from chat-based interfaces where users ask questions and expect authoritative answers.
That’s why Galileo is now optimizing its content not just for rankings, but for relevance: ensuring their pages are useful enough to be cited by LLMs when someone asks about topics like card issuing, embedded finance, or FBO accounts. “It’s about answering the kinds of questions we want buyers to be asking and shaping how they think about the solution,” Scott explained.
The team takes a full-funnel approach to this. Whether the user is exploring top-level questions (“What is issuer processing?”), mid-funnel comparisons, or bottom-funnel solution queries (“Best card issuing platforms”), Galileo creates content that can meet them wherever they are. AI tools, including ChatGPT and Gemini, are also used internally to analyze Gong sales calls, pulling real language and objections that can be turned into content ideas and optimized for future discovery.
But content’s reach doesn’t stop at Google or Gemini. They also work closely with their sales team to ensure the content reaches the audience.
To support this, Galileo has built a dedicated sales library within Confluence, organizing content by product line, use case, and customer segment. Whether a rep is prepping for a banking prospect or a fintech demo, they can easily find the right article, deck, or explainer. “I don't know how many times we get compliments from people.” said Rosa “It does a really good job of keeping everything in one place that's easily accessible based on topics for all of our sales folks.”
Some content is even bylined by the sales team themselves, a tactic that boosts both adoption and credibility. And while not every rep is a heavy user yet, the team is actively working on building the habit.
That mindset runs throughout Galileo’s content operations. The goal isn’t to get every rep posting or every AI tool adopted overnight. The goal is to build systems and habits that scale so that whether the buyer finds you in a chatbot or in their inbox, the right content is always within reach.
How they create reports with proprietary data (cost-effectively!)
At Galileo, proprietary data is a key content differentiator. But instead of investing in expensive standalone studies, the team has found a smarter and more efficient model: they partner with analyst firms like Datos when a survey is already in motion.
In other words, if Datos is running a survey already, and Galileo can ask to add five to ten custom questions into that survey for a lower price.
This approach delivers unique, high-quality insights without the cost or complexity of a full-scale research project.
Galileo’s latest ebook came from this method, and it performed very well. They were able to use consumer behavior data and tie it to a specific segment or product solution, such as embedded finance or fraud prevention, and then launch it as part of a targeted campaign.
A key part of this is planning well in advance. In August, the team already starts coordinating with analyst partners to secure slots in upcoming studies. This timing is crucial, especially if they want to access early planning discounts offered before the new year. By being proactive, they’re able to line up cost-effective research that aligns with their editorial calendar.
Once a report is done, they create SEO focused blog posts and landing pages which are visible in search engines and LLMs. This allows them to get their key points out there while keeping the main assets gated.
How do they use AI? They do use AI tools to help with efficiency, but never to replace human insight. Large language models help with brainstorming and structure, but the actual content is always shaped and reviewed by a human. The goal is to support creativity and precision, not automate it.
With careful planning, trusted partners, and a repeatable process, Galileo is able to produce high-impact, data-driven content that informs, converts, and scales without draining the budget.
How they localise content to reach a broader audience
As Galileo expands globally, content localization has become a critical part of the strategy. Rather than simply translating US content (a piece of content about ACH transfers is not relevant to a Brazilian audience, for example), the team reworks it to reflect local context, regulations, and market dynamics. This ensures the message lands with the same clarity and impact across different regions.
To identify what to localise, the team looks at which pieces have performed well in the US over the past few years. From there, they adapt those high-impact assets for key markets like Brazil, Mexico, Colombia, and Argentina. Regulatory language is also updated to reflect local requirements and expectations.
The localization effort extends beyond blogs and articles. Galileo also localises ebooks, not just by translating them, but by rewriting examples, reframing insights, and tailoring value propositions to different audiences. The result is content that feels native, not repurposed.
In 2025, the team has ramped up publishing significantly, often releasing new or refreshed content nearly every day. They also take a disciplined approach to maintaining the quality of the content library. Anything older than two years is reviewed to determine whether it should be updated, restructured, or removed entirely.
Alongside these efforts, Galileo is also testing a new distribution tactic: publishing third-party media coverage directly on their own site. These are in-depth articles that promote Galileo’s offerings in external publications, and republishing them helps bring added credibility and third-party validation directly into the buyer journey.
Localization at Galileo is not just about language. It is about making sure the right message reaches the right audience, in a way that resonates culturally, contextually, and commercially.
What content are they proudest of?
Open APIs in Banking Speed Fintech Innovation & Deployment
This was one of the first blog posts written by Scott, and it continues to rank well in search and drive meaningful traffic. It’s a strong example of evergreen content that answers a critical industry question and continues to deliver value long after its original publication.
The Complete Card Launching 101 Manual [Downloadable Resource]
This is another resource that the team is especially proud of, completed in collaboration with Tearsheet. This multimedia campaign includes video content and breaks down how to approach embedded payments and card issuing. It was designed to be both strategic and accessible, helping brands and fintechs understand how to navigate a product launch in a complex regulatory and technical environment.
The content didn’t just land well with audiences, it performed. And now, Galileo is refreshing and updating the piece to keep it current and relevant as the space continues to evolve.
Galileo’s content: actually supports the enterprise buying process
In the world of enterprise, it’s easy to create content endlessly without ever being able to track and attribute how it’s helping sales.
But the fact is that in B2B, content is even more important. However, it has to be the right type of content – the type that can only be created if you regularly listen to sales calls, stay on top of trends in the industry and analyse what your prospects are reading.
When done right, content can speed up the sales process, help increase the quality of inbound leads, raise awareness and do so much more.
That’s what Galileo has been able to do with content, and we hope it inspires other B2B fintechs to really dial into using content to help increase the number of touchpoints and shorten the sales cycle.
Massive thank you to Scott and Rosa for agreeing to be interviewed and sharing all their insights on how they approach content at Galileo!