Guenther Petelin

About

I work with fintechs and financial-services firms whose product is hard to explain: investment, lending, insurance, payments infrastructure, tax and accounting. Usually there's no marketing lead yet, and the founder has been carrying marketing alongside everything else.

The problem I see most: sell a regulated product like software and compliance stops you. Sell it like a bank and nobody listens. Most outside marketers spend their first months learning your product on your budget. I start with more than a decade inside regulated finance, at Société Générale, BearingPoint and Raisin, where I built the investment business's marketing from scratch.

Work takes one of two shapes. Either I act as your fractional CMO and own the marketing function, or I take one area: positioning, content, PR or a launch. Which one comes out of the first call. I don't sell packages; you get a proposal written for your situation.

I'm hands-on. I write the strategy, then I write the newsletter, the press pitch and the website copy. In regulated finance, the person who understands the product should be the one writing the sentence.

I'm based in Sydney and spend two to three months a year in Berlin, so I work in English and German across Australia and Europe. If it's not a fit, I'll say so on the first call.

Big wins

• Built Raisin's digital investment business in Germany from zero to over €1.2B AUM
• Ran PR for a Berlin tax-tech's €36M raise: 35+ articles incl. Spiegel, Sifted, Business Insider, Handelsblatt
• Evaluated Australian market entry for a Swiss alternative-investment firm