LinkedIn Content Strategy for Fintech and Banking Analysts | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for fintech and banking analysts: how an Amsterdam fintech publisher reached 279 bank and fintech leaders in 6 weeks
We read every reaction on 23 posts from an Amsterdam fintech and banking advisor who publishes a weekly newsletter. 704 people, 279 fintech and banking leaders. Here is what brings buyers, what brings peers, and the 5 posts we'd publish next.
Max Sawyer · Netwarm··12 min read
The creator in this case studyAn Amsterdam fintech and banking advisor and newsletter publisher
Followers44,239
Posts~4 a week
These numbers are from 5 November. Your audience has already moved.
New fintech and banking leaders turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
SellsAdvisory and consulting for banks and fintechs, newsletter and podcast sponsorships, moderating and speaking
PeriodSep 25 – Nov 5
Ideal client: founders, CEOs and senior leaders at fintechs, sponsor banks and the vendors that serve them: future advisory clients, sponsors and event hosts.The challenge: The analyst breaks fintech and banking news every week: scoops, investigations, podcasts and panels. Compliance staff, analysts and other fintech writers read along. Which posts reach the leaders who hire an advisor or sponsor a newsletter?
Key takeaways
4 in 10 readers lead a bank or fintech.279 founders, CEOs, C-level leaders, VPs, heads and directors reacted in 6 weeks: 39.6% of everyone who reacted.
Every topic lands well.Each of the four topics brought 32 to 40% leaders. Single posts ranged from 28% to 47% among posts with 50+ reactions.
11 leaders are Hot right now.They reacted to 5 posts or more. One of them reacted to 20 of the 23.
01
Who actually reads you, and what the LinkedIn algorithm changed
The analyst posts about 4 times a week on the bank-fintech world: scoops and investigations (Synapse, no-KYC crypto cards, sanctions), podcast episodes with fintech CEOs, and the panels the analyst moderates. 23 posts between 25 September and 5 November.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. Fintech news is a crowded feed: the leaders who'd hire an advisor read it, and so do compliance analysts, product managers and other newsletter writers. Reach can't tell them apart. Who reacted can. We looked at every person who reacted and sorted them by role.
23posts in 6 weeks
704people reacted
279fintech and banking leaders
30came back 3+ times
Audience by roleThe 704 people who reacted, by roleFree
Leaders are the largest group: 279 people, 4 in 10. Other fintech writers are few, 23 people: this audience is not a creator echo chamber.
The next group, 258 people, works in fintech and banking without leading a team yet: compliance and BSA officers, risk and fraud analysts, product managers. They are the teams the analyst's clients run, and tomorrow's buyers.
SeniorityAll people who reactedFree
Founder, owner, C-level27.7%
Director, VP11.6%
Manager6.1%
Independent5%
Other49.6%
IndustriesFintech and banking leaders onlyNetwarm
Banking, fintech, payments & risk61.3%
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Core audience30 fintech and banking leaders engaged 3+ times · 11 engaged 5+ timesNetwarm
30 fintech and banking leaders keep coming back. One of them reacted to 20 of the 23 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your fintech and banking leaders work at.See company sizes
02
What to post on LinkedIn to reach fintech and banking leaders
Most analysts judge a post by its reactions. An analyst who sells advisory work and sponsorships should judge it by who reacted.
We tagged each of the 23 posts by topic, then measured the share of fintech and banking leaders among the people who reacted.
Your topicsWhat your 23 posts were aboutFree
23posts
Bank-fintech scandals & regulation7
Podcast episodes7
Events & panels6
Crypto & sanctions loopholes3
Topics that attract fintech and banking leadersShare of each topic’s reactions from fintech and banking leadersNetwarm
Podcast episodes39.8%
Events & panels38.5%
Bank-fintech scandals & regulation35.3%
Crypto & sanctions loopholes31.7%
Topics are close. Single posts range from 28% to 47% leaders. See which ones led.See which topics
Leaders come on every topic: 32 to 40%. Podcast episodes bring the highest share, crypto and sanctions posts the lowest, but crypto posts reach the most leaders per post: 24.
Posts that brought the most fintech and banking leadersShare of fintech and banking leaders in each post’s reactions1 of 5 open
#1Revolut's data breach, Whop's neobank and Chime buying a bank (pod)47.3%
#2Current's CEO on reaching EBITDA profitability (pod)46.8%
#3Survived another Money20/2044.9%
#4U.S. banks & fintechs operating in Venezuela43.8%
#5One week until the Unit21 AI Files session42.9%
For comparison, the Iran and Tether post, about a state actor rather than a bank or fintech, reached 28% leaders on 104 reactions.
6 rules for LinkedIn engagement from fintech and banking leaders
These rules come from what worked on the analyst's own profile, and from the best-performing posts by fintech and banking analysts on LinkedIn over the last 3 months.
1
Put the operator in the first line. Podcast posts open on "New pod just dropped." The guest's story (who built what, and the number that proves it) is the hook that makes leaders stop.On this profile: the two episodes with the highest share of leaders featured a fintech CEO and a fellow analyst, 46.8% and 47.3%.
Show up in the room, then post the photo. A short post from the event floor, with the people in it, reaches the leaders who were there and the ones who wish they had been.On this profile: the Money20/20 post reached 44 leaders, the most of any post, with two lines of text.
Walk through the mechanic, one step per line. Bank and fintech leaders read investigations to protect their own programs. Show how the loophole works, step by step, so they can check their own.Across the niche: Georg Hauer's step-by-step bank scam post drew 182 comments on 1,204 likes.
When it happens to you, say so. A first-person story ("I was debanked") makes a regulatory issue concrete, and brings people who've lived it into the comments.On this profile: the Wise post reached 32 leaders out of 92 readers who reacted.
Turn the beat you own into one ranked list. Three years of reporting fits in one list with a fact on every line. Lists get saved and shared inside bank and fintech teams.Across the niche: Arthur Bedel's ranked list of ex-Revolut startups drew 1,622 likes.
Tell operators what it means for them. Name the banks and fintechs involved, then say what changes for a sponsor bank or a program manager. The news alone brings readers; the "so what" brings buyers.On this profile: the Venezuela post, about which U.S. banks and fintechs are exposed, reached 43.8% leaders. The Iran and Tether post, about a state actor, reached 28%.
When fintech and banking leaders read: the best time to post on LinkedIn for fintech and banking analysts
We compared the share of fintech and banking leaders by the day and the 2-hour slot each post was published (Amsterdam time). Only slots with 3 posts or more are shown.
Share of fintech and banking leaders by posting dayAmong the people who reacted to each postFree
28.7%
Mon
40.7%
Tue
35.0%
Wed
31.9%
Thu
40.6%
Fri
32.1%
Sat
39.7%
Sun
Best time to post, by hourShare of fintech and banking leaders among people who reactedFree
37.7%
14:00
34.8%
16:00
Friday and Tuesday bring the highest share of leaders, about 41%. Friday also brought the most in total: 156 leaders across 5 posts. Monday brought the lowest share, 28.7%.
The 2 p.m. slot (8 a.m. on the U.S. East Coast) beat 4 p.m., 37.7% against 34.8%. Keep the investigations and the lead magnet for Tuesday and Friday at 2 p.m., and use Wednesday and Thursday for event reminders.
05
5 posts ready to publish to target fintech and banking leaders
Each post follows the rules above, in the analyst's voice and from the analyst's own reporting. Check every fact against the original story before posting.
1Ready to postStep-by-step explainer
How the corporate card loophole worksRule 3: walk through the mechanic, one step per line. Modelled on Georg Hauer's bank scam post.
Hook
A bank issues a corporate card. A few layers later, it's sold online as a "no KYC" crypto card.I call it the corporate card loophole. Here's how it works, step by step:1. A licensed bank issues or sponsors the card program.2. A program manager runs the program. An issuer processor provides the tech to create and authorize the cards.3. A corporate or fintech client further down the chain is allowed to hand out cards to its "employees."4. That client isn't handing them to employees. It's marketing them to the public as "no KYC" crypto spend cards.5. Buyers load crypto, get a card, and spend anywhere the network is accepted. Including, per The Economist's reporting, people locked out of the Western financial system by sanctions.The bank at the top of the chain often can't see step 4. Each layer only sees the one next to it.That's how cards issued by banks large and small, including Fifth Third, Central Trust Bank and Sutton, have ended up repurposed this way.What a sponsor bank can check this week:→ Every program where a client can issue cards to third parties, not just its own staff
→ How many cards each "corporate" client has issued against its actual headcount
→ Where those cards are being spent, and in which currencies they're loaded
→ Whether anyone has searched the program's BIN alongside "no KYC"Nested programs aren't new. What's new is how easy they are to sell.If you run a card program, which of those four checks would surprise you most?
Visual · Single imageA simple chain diagram: bank → program manager → issuer processor → corporate client → "no KYC" card site, with the point where the bank loses sight marked.Check before postingEvery fact here comes from your October 9 and October 15 posts. Re-check the bank names against your original reporting before posting.
The agentic bank, with Brett KingRule 1: open on the guest's story and one claim, then the episode. Modelled on Miguel Armaza's Nubank episode post.
Hook
Brett King co-founded Moven, co-hosts Breaking Banks, and has a new book coming on what comes after the bank you know.It's called Bank 5.0: The Rise of the Agentic Bank.The idea: a growing share of payments will be made by software acting for people and businesses. Machine to machine.So I asked him what that means for banks that still run on branches and face-to-face service.We covered:-Why people adopt, or don't adopt, new technology in financial services-Why some countries still run on cash and checks, and what payment acceptance really costs-What agentic commerce changes for card issuers and merchants-What a banking system built for the machine-to-machine economy looks like-How smaller banks can find their place in itThe part I keep thinking about: if agents start choosing which account to pay from, a bank's app stops being the place where loyalty is won.Find it where ever you get pods or at Fintech Business Weekly.
Visual · Single imageA still of Brett King mid-sentence with the book title as a caption. No episode artwork.Check before postingThe episode is already out (October 31). Use this structure for your next guest, or repost it with the new opening. Check the line about agents and loyalty matches what Brett said.
3 years of no-KYC crypto cardsRule 5: turn the beat you own into one list with a fact on every line. Modelled on Arthur Bedel's "Revolut Mafia" list.
Hook
I've been covering so-called "no KYC" crypto cards since July 2023. Here's the whole story in 6 steps:→ July 2023: Laso, leveraging Stripe and Celtic Bank. The first program I wrote about.→ Earlier this year: the most common loophole. Grey- or black-market providers sign up for corporate card programs meant for employees, then market the cards as "no KYC" crypto spend cards.→ The banks: cards issued by Fifth Third, Central Trust Bank and Sutton, among others, repurposed this way, often through several intermediaries.→ September: The Economist covers the topic, including use for sanctions evasion, and tests one of the providers I'd previously written about.→ October: FT's The Banker covers it too, adding sites like OffGrid Cash and 2Fiat to the PayWithUs and Uncash I'd written on.→ October 28: a webinar with Crystal Intelligence and The Economist's Corbin Duncan on the loopholes these providers use.What hasn't changed in 3 years: the issuing bank is usually the last to know.What I'm watching next: whether sponsor banks start auditing nested programs before the press does.What would you add to the timeline?
Visual · CarouselOne slide per step, the date large at the top, one line under it. Last slide: "The issuing bank is usually the last to know."Check before postingEvery date comes from your own posts. Confirm the month of The Economist piece and the providers you list before posting.
Why I asked the inspectors general to look at SynapseRule 6: say what happened, then what it means for the people reading. Modelled on Jason Heister's "What happened? So what does it mean?" format.
Hook
Earlier this month, I asked the inspectors general of the Fed, FDIC and Treasury to investigate the Synapse-Evolve debacle.What happened?-I asked them to look at regulators' handling of the matter, the missing end-user funds, and potential criminal conduct by bank personnel-Including whether Evolve personnel made false statements to, or obstructed, bank examiners or the bankruptcy court-I sent the same request to the Council of Inspectors General on Financial Oversight, and asked it to coordinate one overarching inquiry-And I shared a copy with the chairs and ranking members of the Senate Banking, House Financial Services and House Oversight committeesSo what does it mean?👉 For sponsor banks: the questions asked about Evolve are the questions examiners can ask about any partner bank. Who reconciles the ledger? Who can see end-user balances?👉 For fintechs: "our bank partner holds the funds" isn't an answer if nobody can say which funds belong to whom.👉 For everyone else: transparency and accountability in this case are long overdue.If you run a bank-fintech program, could you show an examiner every end-user balance today?
Visual · DocumentThe first page of the request letter, with personal details redacted.Check before postingUse your real request and its exact recipients. Only post the letter if you're comfortable sharing it publicly.
The no-KYC card trackerLead magnet: a tracker of every program covered, sent on request. Modelled on Scott Van den Berg's monthly report, sent to anyone who comments.
Hook
I've kept a list of every "no KYC" crypto card program I've covered since 2023. I'm sharing it.Anyone who follows my work knows I've gone deep on these cards, and the loopholes grey- and black-market providers use to offer them.The pattern rarely changes:→ A licensed bank issues or sponsors the card
→ A program manager and an issuer processor sit in the middle
→ A "corporate" client further down the chain hands the cards to the publicBy the time a card is sold as "no KYC," the bank at the top is often several layers away.So I put it all in one place. The No-KYC Card Tracker:-Every program and site I've reported on, from Laso in 2023 to PayWithUs and Uncash-The layer each one sits on, where it's known: issuing bank, program manager, processor-Its status: still live, shut down, or rebranded-The loophole each one relies on, including the corporate card loopholeIt's built for compliance, risk and partner-bank teams who'd rather find out before an examiner or a reporter does.Comment TRACKER and I'll send it to you.
Visual · Single imageA cropped preview of the tracker: column headers and the first three rows, the rest blurred.Check before postingBuild the tracker first, from your own reporting only. Put your Netwarm Reveal link in the reply so you can see which bank and fintech leaders open it.
Free forever: unlimited scheduling through LinkedIn’s official API, with images, video and PDF carousels.
06
LinkedIn lead generation: lead magnets that work to target fintech and banking leaders
Reactions show interest. A request shows intent. The fastest way to find out which bank and fintech leaders are serious is to give them something useful and see who asks for it.
In fintech, banking and finance, these formats get the most requests:
Format 1The monthly trackerEvery deal, launch or program in one niche, updated each month, the full version sent on request.
Format 2The research reportThe key findings in the post, the full report one click away.
Format 3The capped listA list for a set number of people in one role, offered at the end of a sharp take.
Our pick for you: “The No-KYC Card Tracker”Built from the analyst's three years of reporting on "no KYC" crypto cards: every program and site covered, the layer it sits on, its status and the loophole it uses. It speaks straight to compliance, risk and partner-bank leaders. Offered in post 5.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients
Content brings bank and fintech leaders to the profile. It doesn't say when to reach out. Most never comment, so they stay invisible, and a leader reading every post in October may have hired another advisor, or sponsored another newsletter, by January.
On LinkedIn, the right moment to start a conversation is when someone keeps coming back. We call that Hot: 5 or more points over 90 days, where a reaction counts 1, a repost 2, a download or a reply 4.
Hot right now11 fintech and banking leaders · not contacted yetNetwarm
11 fintech and banking leaders are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Hi Dana, you've been reading my posts on sponsor banks for a few weeks. Are nested card programs on your team's list this quarter?Hi Sam, I saw you reacted to the Current episode. Would your team want to tell its own story on the pod?
A first line for each of them, ready to send.See the openers
Netwarm sends nothing for you. It tells you who and when, and you write the message. It also works inside Claude and ChatGPT: ask “Who's Hot today?” and get the list.
08
FAQ
Every topic brought 32 to 40% fintech and banking leaders here, so build the post, not the topic: the operator in the first line, the mechanic step by step, a first-person story, and what it means for a sponsor bank or a fintech at the end.
For this analyst, Tuesday (40.7%) and Friday (40.6%) brought the highest share of leaders, and Monday the lowest (28.7%). Friday brought the most leaders in total: 156 across 5 posts.
This analyst posts about 4 times a week, and 30 leaders came back 3 times or more in 6 weeks. Four a week works when each post gives leaders something to act on.
Look at who reacts, not how many. Group reactions by role, measure the share of your ideal clients per post, and follow the people who keep coming back. A free Netwarm scan does this for you.
Yes. Netwarm only reads public reactions to your own posts. It never logs in as you, never asks for your password, and never messages anyone for you.
How we made this playbook
We read the public reactions on 23 posts published between 25 September and 5 November 2026 (up to the first 100 people per post), and sorted the 704 people by role. Comments were not counted, so engagement figures are a floor. Two posts were left out: a book promotion published by another account, and an article written by someone else.
Niche rules come from top posts by fintech and banking analysts over the last 3 months. Role groups are approximate; a Netwarm scan matches people to your own ideal client.