Hey there!

Maven Mindset took a short pause while I was focused on health & healing (happy to report that I am cancer free!). I'm bringing it back with a tighter focus: practical revenue and growth ideas you can use.

Good timing too, since I'm about to disappear into fall conferences. FinovateFall in New York this week, MoneyLIVE North America in Chicago the week after, then Fintech Meetup Europe in Lisbon in October (and many more!). That's a lot of flights, hotel key cards, and conversations that start to blur together.

That stretch is also more expensive than it looks on paper, and not just in dollars. Once you count a founder's own time against it, a season like this runs closer to $18K to $48K and not just the number on the invoices.

A lot of what comes home from it isn't what it looks like either. A great conversation at a conference is not automatically pipeline, and by the time everyone's back at their desks, plenty of those conversations have somehow turned into opportunities in the CRM that were never quite that. The newest Revenue in Practice piece gets into why, and what should happen to a conversation before it earns that spot. Dig into the math and read the full piece here.

Conference Follow-up TL;DR

Before a conference conversation earns a place in your pipeline, it needs a real answer to each of these:

• Is there a real problem here that we solve, not just something adjacent to what we do?

• Is the institution doing something about it right now, not just curious about the idea?

• Do you know who else touches this decision?

• Is there a specific reason this could move soon, like a contract renewal or budget already set aside?

If only 1 or 2 of these have a specific answer, treat it as a follow-up, not an opportunity. That's not a knock on the conversation, it just means the next step is a real qualifying call instead of a CRM stage change made from the airport.

Worth a Read

I just finished Technofeudalism, and one line stuck with me: banks are becoming tenants to whoever owns the customer interface. It reframed how I think about GTM for the fintechs I work with. If your distribution runs through somebody else's closed ecosystem, you're renting space you don't control, and that changes what winning looks like.

Press Play: In the Loop with Holly & Angi

🎧 Listen here: Spotify, Apple Podcasts, YouTube, or Web

Where to Catch Me: September Events 

FinovateFall – New York, NY 🗽 
September 9-11, The Marriott Marquis Times Square
I'm speaking on a precision lending panel on the 11th: why not every borrower fits the 800 FICO, W-2 mold, and why lenders need cash flow and alternative data to serve more of them well.
Event Info →

MoneyLive – Chicago, IL 🌆 
September 14-15
Most excited to dig into experience-led banking, the shift in payments, GenAI's real role in FI marketing, and next-gen credit strategies like embedded and cash flow based lending.
Event Info →

Lendtopia – Indianapolis, IN 🏎️
September 21-23, JW Marriott Indianapolis
Sync1 Systems' annual conference for credit union lending professionals.
Event Info →

Midwest Fintech Quarterly Event – Chicago, IL 🌆 
September 24, Workbox - Civic Opera
Our quarterly event that brings the Chicago Fintech ecosystem together. This quarter, we are talking about surviving conference season.
Event Info →

That’s it for this issue of Maven Mindset. Will you be on the road for the 3 months too? Tell me where you’ll be, I'd love to grab a few minutes in person.

Until next time,

Angi 

mavenadvisory.co

Hey there!

Fundraising is always top of mind, especially as one year wraps and the next begins. Expectations are sharper, timelines feel longer, and clarity matters more than ever. Founders are being asked to show real progress, not just potential, and to explain their business with precision instead of polish.

This month’s spotlight looks at what that actually means in practice, from the perspective of someone who sees these decisions up close every day. I caught up with JD Audena from Connetic Ventures to chat about what investors are really focused on right now, where founders tend to get tripped up, and how the rules of fundraising continue to evolve.

What Investors Actually Care About Right Now

As part of my advisory work, I talk with founders every week who are navigating fundraising in a very different market than the one we saw just a few years ago. The questions are consistent. What are investors really looking for right now? How do you stand out when capital feels tighter and expectations feel higher?

When you talk to JD, it becomes clear why founders trust him. He combines analytical rigor with an ability to explain what is actually happening behind the scenes in venture, without hiding behind jargon or theory.

At Connetic, JD and his team take a different approach to early-stage investing by using AI to bring more consistency and fairness into how companies are evaluated. Their proprietary platform, Wendal, is designed to reduce the advantage of polish and proximity by structuring information, assessing evidence across multiple dimensions, and surfacing signal that might otherwise be missed.

Instead of relying only on warm introductions or subjective first impressions, Wendal supports a more repeatable and data-informed vetting process. AI helps normalize inputs, identify patterns, and highlight areas that deserve deeper human judgment. As JD puts it, “AI gets a voice, not a vote.” The goal is not to replace investor intuition, but to strengthen it with better signal and clearer context.

For founders, this approach matters. It means access is less dependent on who you know and more dependent on what you have built, how your team operates under pressure, and whether real evidence of progress exists.

Below are a few highlights from our conversation.

What investors are focused on now

JD was clear that the bar has moved since 2021. Vision and charisma alone are no longer enough.

He emphasized that early founders need to focus on building what he calls evidence of inevitability, including:

How positioning has changed in an AI-driven market

According to JD, standing out today is less about describing opportunity and more about showing how you’ve learned and adapted.

He pointed to a simple posture that is resonating with investors right now:

Investors are rewarding teams that demonstrate tight learning loops, distribution clarity, and the ability to hit real milestones within their current capital structure while preserving long-term upside.

Common mistakes founders still make

JD sees the same patterns show up repeatedly in early-stage fundraising conversations.

He also cautioned against confusing motion with progress:

And finally, a reminder many founders still learn the hard way:

How Connetic uses AI differently

Connetic’s approach is built on the belief that talent and capability are evenly distributed, but access is not.

Wendal, was designed to introduce a more consistent and evidence-based evaluation process. AI helps normalize inputs, surface patterns, and reduce bias, while human judgment remains central to investment decisions.

One piece of advice founders should remember

If founders take away only one thing from this conversation, JD was unequivocal:

He added that exceptional businesses still get funded, regardless of background, network, or geography, and that focusing on becoming exceptional is the most reliable path forward.

Founder Checklist: What This Means in Practice

Pulled directly from JD’s insights, here is a simple checklist founders can use to pressure-test readiness.

• Can you show real customer retention, expansion, or urgent pain?

• Do you have a clear burn narrative and runway discipline?

• Can you explain who buys, why now, and how you reach them repeatedly?

• Are you demonstrating learning loops, not just conviction?

• Are you converting interest into revenue or measurable progress?

• Can you clearly articulate what makes your business valuable independent of scale?

• Are you managing fundraising like a pipeline, not a waiting game?

Want to apply? Click here.

Practical GTM Strategies: Fundraising Starts Before the Pitch

Fundraising works better when investors already understand how you think and what you are building. Clarity and consistency do more work than a polished deck ever will.

Here is what actually helps:

• Be clear about your focus. Say exactly what you are building, who it is for, and why it matters. Ambiguity slows interest.

• Show real progress. Share lessons from customers, pilots, or product decisions. Evidence builds trust faster than vision alone.

• Share how you learn. Investors pay attention to teams that can explain what they believed, what they learned, and what they changed.

• Stay visible and consistent. Momentum comes from showing up regularly, not from a single announcement when you are ready to raise.

The strongest fundraising conversations usually start long before the raise. When done well, your presence creates context, credibility, and pull before you ever send the deck.

Sales & Marketing Tips: Amplifying Wins Matters More Than You Think

Clear wins do more than validate your work. They make your story easier to tell, your sales conversations easier to start, and your company easier to believe in.

Here is how to use wins well:

• Name the win clearly. Be specific about what actually happened. What problem was solved, for whom, and why it mattered. Vague success does not travel far.

• Tie the win to impact. Focus on outcomes, not effort. Show how the result changed a customer’s reality, not how hard your team worked to get there.

• Share it consistently. Wins should show up in sales conversations, marketing content, and investor updates. Repetition builds confidence and reinforces progress.

• Use wins as proof points. Let real examples support your narrative instead of relying on future plans or big ideas. Evidence builds trust faster than ambition.

• Reflect on what worked. Wins are signals. Pay attention to what made them possible so you can repeat the conditions, not just celebrate the outcome.

Teams that take the time to amplify wins make it easier for prospects to say yes and for investors to see progress clearly. Success only compounds when people can see it and understand it.

Press Play: Inside The GTM Loop

🎧 Listen here: Spotify, Apple Podcasts, YouTube, or Web

That’s it for this issue of Maven Mindset. If you’ve been looking for a strategic partner who brings clarity and real-world experience, you’re in the right place.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.

mavenadvisory.co | thegtmloop.com | Podcast | LinkedIn

Hey there!

The last 12 months brought more change than any other point in my career, and it pushed me to take a step I had been circling for years. I won’t spoil the full story here, but it starts with a lot of transition, a lot of reflection, and one very real moment where I knew it was time to bet on myself.

If you’ve ever felt the pull to build something on your own terms or wondered what the first year actually looks like when you take that step, this month’s spotlight will probably hit close to home.

A look back at the year I finally bet on myself.

Before this year even began, the idea of going on my own had been building quietly for a long time. After going through 6 acquisitions in my career, I learned how fast priorities shift, how often teams get restructured, and how easy it is to lose your sense of direction inside someone else’s roadmap. Each acquisition taught me something new, but they also made one thing clear. I was ready to build something that I could shape myself. Something stable, intentional, and aligned with how I actually work.

That experience pushed me to get honest about what I wanted the next chapter of my career to look like. It was time to create my own path instead of adapting to another company’s transition plan.

2025 started with an idea in the back of my mind. What if I finally went out on my own? What if I took everything I learned across banks, credit unions, and fintech and built something from scratch that reflected how I actually work and what I value.

By April, that thought turned into a real decision. I took the plunge, stepped away from the a full-time role, and committed to building Maven Advisory full time. It was exciting and terrifying at the same time. There is no framework for waking up one day and realizing the only person responsible for sales, marketing, operations, invoicing, deliverables, and growth is you. It forces a level of clarity you simply do not experience inside a larger organization.

There have been plenty of hair on fire days. Days where I am managing client work, planning events, fixing my website, posting content, and doing three intro calls before lunch. But the tradeoff has been worth every minute. I found the niche I always hoped existed. Helping founders, operators, and financial institutions make real progress has been the most fulfilling work of my career.

The highlight of this year has been the people. The founders I have mentored through RevTech Labs. The clients who trusted me with their strategy. The organizations that opened the door for collaboration. The Midwest fintech community that showed up as Holly and I built The GTM Loop. Every conversation reminded me why I wanted to build something of my own in the first place.

As I look ahead to 2026, the focus is on deepening and expanding what I started. Maven Advisory will continue to grow with a clearer and more structured offering for founders, fintech teams, and financial institutions that want practical support rooted in how this industry really works. I want to continue shaping programs that help teams sharpen their message, strengthen sales execution, and create predictable growth. The GTM Loop will keep evolving as a Chicago based network where operators can share honest conversations and practical guidance. I also plan to spend more time helping credit unions and banks modernize how they partner with fintech and how they approach go-to-market strategy.

And on a personal note, I am excited to bring a new project to life with my friend and colleague Mariana Carvalho. We have started working on a children’s book centered on financial wellness, inspired by our experience as Latinas and immigrants. Money is emotional and cultural and we want kids to have tools many of us never did.

This year taught me that choosing yourself is not the easy path, but it is the right one. It pushes you to grow, to listen, to lead with clarity, and to stay honest about what you want to build and who you want to build it with.

To every client who trusted me, every founder who let me be part of their journey, every partner who said yes, and every person in my community who cheered me on, thank you. None of this happens alone.

Here is to the first year of Maven Advisory and to the work ahead.

Thinking about going out on your own? Read this first.

Deciding to step into advisory work or start your own company is not just a career change. It changes how you think about stability, value, and responsibility. Being good at your craft matters, but it does not replace the need for structure.

If you have been thinking about taking the leap, here are a few areas worth getting right early:

• Get clear on who you serve.
  If you cannot describe your ideal client in one clean sentence, selling will feel harder than it needs to be. A focused audience makes your message clearer and your conversations easier to start.

• Be explicit about what you offer and what you do not.
  Flexibility is useful. Being undefined is not. When scope is unclear, your time disappears fast and your positioning becomes fuzzy right along with it.

• Build a simple, repeatable sales motion.
  Referrals help, but they are not a strategy on their own. You still need a reliable way to start conversations, qualify interest, and move opportunities forward without reinventing the process every week.

• Price for sustainability, not comfort.
  Keeping your rate low may feel safer at the start, but it usually limits you later. Your pricing should reflect your experience and support the business you are building, not just cover this month’s bills.

• Protect your confidence from your cash flow.
  Some months will be smooth and some will not. If your sense of progress rises and falls with revenue, the work starts to feel heavier than it needs to be.

Going out on your own or stepping into an advisory role can be rewarding in meaningful ways, but it is rarely easier. It takes intention, patience, and a willingness to build beyond just delivering the work.

The people who stick with it are not chasing quick wins. They are building something stable enough to last.

Sales & Marketing Tips: What changed when my name was on the invoice.

When I went out on my own, selling stopped being about a product and started being about trust. There was no brand to hide behind and no organization doing the positioning for me. Every conversation required clarity about what I actually do and how I help.

Here are a few things I had to get right quickly:

• Be specific about your value.
  Vague language sounds safe, but it does not create confidence. Clients want to understand exactly how you help, not just that you “do strategy.”

• Price with intention.
  Low pricing may feel easier at first, but it usually creates problems later. Your rate should reflect the impact you deliver, not just the time you spend.

• Set boundaries early.
  Clear scope makes better work and better relationships. Trying to say yes to everything usually has the opposite effect.

• Lead with understanding.
  Conversations go further when they start with curiosity, not pitching.

When your name is on the invoice, clarity becomes your strongest sales tool.

A Special Thank You to RevTech Labs

One of the most meaningful moments of this year came from RevTech Labs, a community that has been a big part of my journey as I built Maven Advisory.

I was honored to receive the Outstanding Mentor Award, and it was a reminder of why this work matters so much to me. Working alongside founders as they clarify their direction, build confidence in their decisions, and take real steps forward has been one of the most rewarding parts of this year.

I am deeply grateful to the RevTech team and the founders who trusted me with their stories and their businesses. Being part of your journey has been a privilege, and I am excited about what we will continue building together.

The GTM Loop Podcast Latest Episode

In this episode, we get tactical. We walk through the tools we rely on every day to run our GTM motion, from CRMs to automation hacks. We talk about why spreadsheets are not a sales process, how to pick the right CRM for your team size, and the integrations that actually make your life easier.

🎧 Listen here: Spotify, Apple Podcasts, YouTube, or Web

Catch the conversation and stay in the loop.

That’s it for this bonus issue of Maven Mindset. If you’ve been looking for a strategic partner who brings clarity and real-world experience, you’re in the right place.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.

mavenadvisory.co

Hey there!

Some of the most impactful ideas start quietly. They come from lived experience, from caring for someone, or from seeing a gap that has been ignored for too long. When those experiences turn into solutions that help real people, that is where purpose becomes progress.

This month I am featuring LetMeDoIt, a company that brings heart, intention, and lived experience into a space that has often overlooked the people who need the most support. Their story is rooted in family and built on the belief that independence should be accessible to everyone. LetMeDoIt was created by Amit and Angad Sahgal, a father and son whose bond sits at the center of everything they build. What started as a personal solution has grown into a platform designed to help people make decisions with confidence while staying connected to the people who support them.

Father & Son - Amit and Angad Sahgal

Where Purpose Meets Community.

The mission is simple and powerful. Help people live independently while keeping trusted supporters involved. Whether managing finances, healthcare, or daily responsibilities, LetMeDoIt gives users the confidence to take control while allowing families and caregivers to stay connected in a supportive way. It is technology built to preserve autonomy, not replace it.

Credit unions, in particular, are paying attention. They have always focused on people and community impact, and LetMeDoIt aligns naturally with those priorities. Many institutions are looking for tools that build trust, strengthen relationships, and support members through key life decisions. For organizations committed to accessibility and member care, LetMeDoIt is a thoughtful and practical way to serve people who are often overlooked in traditional financial services.

A Personal Note

I first met Amit and Angad at the Reseda Summit after Arjun invited me to join them for dinner. Arjun is Amit’s son and Angad’s brother, and the warmth between all three of them was immediate. It was the kind of connection you feel before anyone speaks. Within minutes, it was clear that their bond is at the center of everything they build. I left that dinner drawn to their mission, but even more drawn to them as people. Their care for one another shows up in every detail of the work they do.

The Heart Behind the Company

At the center of LetMeDoIt is a family that lives its purpose every day. Amit brings decades of executive experience and a grounded, thoughtful approach. Angad brings honesty, optimism, and a perspective shaped by real lived experience. Together, they have created more than a product. They have created a community built on respect and understanding.

Their story resonates because it shows what inclusion looks like when it is carried out with intention. Their leadership reminds us that meaningful tools come from listening first and building with care.

A Future Rooted in Purpose

For credit unions, exploring a solution like LetMeDoIt is not just a technology decision. It reflects a commitment to helping members live with more clarity, confidence, and support. The platform strengthens relationships by giving people a structured way to navigate important decisions while keeping their support system close. As more institutions focus on accessibility and member care, LetMeDoIt stands out as a thoughtful way to blend technology with real human connection. It is a company built on purpose and guided by the belief that everyone deserves the chance to say, “Let me do it.”

In Their Own Words: A Conversation with Amit and Angad

I wanted to close this month’s spotlight by sharing a few moments from my conversation with Amit and Angad. Their words reflect exactly why this platform exists and why their mission resonates far beyond their own family.

What does independence mean to each of you personally?

Angad:
“Independence, to me, means having the opportunity to make my own choices—and having the trust of others to support those choices. It’s about deciding where I want to go, what I want to learn, how I want to contribute, and who I want to become. Independence isn’t about doing everything alone; it’s about being seen as capable, being supported without being controlled, and having the confidence to say, ‘I can do this.’ My lived experience inspired LetMeDoIt: I wanted tools that make decision-making clear, structured, and empowering rather than overwhelming. For me, independence is dignity in action.”

Amit:
“Independence, to me, means giving my son—and everyone like him—the chance to live life on their own terms. It’s the belief that capability grows when trust is given, not when decisions are made for someone. As a parent, I’ve watched systems limit what people with disabilities are allowed to do, even when they are capable. Independence is the freedom to try, to learn, to work, to manage money, to make mistakes, and to thrive. It’s also the peace of mind that comes from knowing support can exist without taking away autonomy. LetMeDoIt reflects my conviction that independence isn’t just a personal milestone—it’s a human right.”

“Together, we guide LetMeDoIt with these beliefs at its core. Our definition of independence shapes the platform, the mission, and every decision we make—reminding everyone that, with the right support, everyone deserves the chance to say confidently, ‘Let me do it.’”

What moments made you realize this platform was needed beyond your own family?

“We realized LetMeDoIt was needed far beyond our own family when we saw the same challenges repeated across countless people with disabilities and their caregivers. Watching friends, peers, and members of advocacy networks struggle with everyday decisions—from managing finances and understanding benefits to navigating work and healthcare—made it clear that lack of support wasn’t a personal problem, but a systemic one.

Pilot programs with organizations like Georgia Advocacy Office, Bobby Dodd Institute and individual participants plus their caregivers confirmed this insight: users repeatedly told us they felt more confident, capable, and independent with structured guidance, and that these tools could change the way they live their lives. Conversations with credit unions, insurers, and direct support providers reinforced the scope of the need—there was no platform combining financial inclusion, supported decision-making, employment guidance, and social support in one accessible, empowering system.

These moments made it obvious that LetMeDoIt could have an impact at scale—helping people gain independence, confidence, and control over their lives while giving families and caregivers the reassurance of supportive, structured guidance. It wasn’t just about our family anymore; it was about an entire community that had been left out for too long.”

What does a good day look like for someone using LetMeDoIt?

“Any day where our users are in the driver’s seat when it comes to decisions that impact their life is a good day. It’s a day where they have clarity about what they want to do, confidence that they can do it, and the reassurance that help is just a click away if they need it.

A good day starts with structure. A LetMeDoIt user wakes up knowing what needs to get done—from morning routines to managing chores, buying groceries, handling their budget, and navigating other daily responsibilities. The app provides support step by step, with reminders, structured choices, and clear, easy-to-understand guidance so nothing feels overwhelming.

Throughout the day, users make decisions with confidence, while trusted supporters stay informed and connected without taking control. Notifications, tips, and progress tracking let them see achievements in real time, from saving money to completing tasks independently.

By evening, users feel a sense of accomplishment and autonomy. They’ve managed responsibilities, taken steps toward financial wellness, and engaged in meaningful activities—all while knowing support is available if needed. For a LetMeDoIt user, a good day is one where independence, confidence, and connection come together seamlessly.”

Amit, what made you decide to build this company with your son?

“For me, this was a no-brainer. We had always witnessed firsthand the soft bigotry of low expectations. We heard repeatedly that people with disabilities couldn’t do anything without supervision. Yet everything we saw Angad and his friends do every day told a completely different story. They are independent, confident young adults with the same sense of pride and achievement that all of us experience.

But society often views them through a lens of supervision, rarely providing the supports that most people take for granted. So when Angad pitched the idea of LetMeDoIt, I saw it as the best opportunity of my career. I get to work with my son on something we both know is needed—a platform that can potentially change the lives of millions. In that moment, I found my purpose.”

Angad, what part of LetMeDoIt are you most proud of?

“When I get to hear, I did it myself. It is about independence, confidence and having your own voice. I know what it feels like to want to do something on your own but not have the tools or support to make it happen. LetMeDoIt gives people the guidance they need without taking control, so they can feel proud of what they accomplish every day.”

Learn More and Get Connected

If you would like to learn more about LetMeDoIt or connect with their team, visit:
https://letmedoit.org/

They are building something meaningful, and it is worth paying attention to.

Practical GTM Strategies: Social Selling Drives Real Demand

Social selling has become one of the easiest ways for founders and sales teams to get traction without hiring early or pouring money into ads. When your personal brand is clear and consistent, it does a lot of the heavy lifting. It brings the right people in, builds trust before the first call, and speeds up every part of the sales cycle.

Here is how to use it well:

• Start with clarity. Be clear about what you do and who you help. People cannot engage with something they do not understand.

• Show your work. Share real wins, lessons, and experiences. It helps people see how you think and how you operate.

• Mix in personal content. You do not need to share your life story. A simple moment or perspective is enough to make you feel human and relatable.

• Use feedback as content. Bring people behind the scenes. Share what you are learning from clients, pilots, and product feedback. Buyers want to see how you solve problems.

• Stay consistent. A random post once a month will not move anything forward. Show up regularly so your point of view becomes familiar.

Build a presence that attracts the right people before you ever reach out. When social selling is done well, it builds momentum long before you scale your team.

Sales & Marketing Tips: Year End Readiness

The end of the year is not just a rush to close whatever is left. It is the time to get honest about your pipeline, your process, and what is actually going to land. The teams that take this seriously start January in a much better position than the ones who keep pretending everything will magically come in.

Here is how to run a real year end review:

• Start with pipeline honesty. Look at every deal and be direct with yourself. Is it qualified or did it hang around because it felt promising. If it is not real, move it out so you are not dragging wishful thinking into January.

• Clean up your CRM. Missing contacts, loose notes, and outdated stages will slow you down in Q1. Fix it now while you have the chance.

• Figure out what will push. Some deals need more time. Call it early and make sure your team knows what is rolling into next year so forecasting stays clean.

• Tighten your funnel. Be clear about the difference between marketing qualified and sales qualified. When those lines blur, forecasting and handoffs fall apart.

• Get ready for sales kickoff. Use December to sharpen your message, revisit your discovery questions, and define what success looks like in Q1. January moves quickly. Preparation now pays off later.

• A real year end review gives you a clean slate. It sets you up with a healthier pipeline, better forecasting, and a team that walks into January focused and ready.

The GTM Loop Podcast is Live with Episode 2

The GTM Loop explores what it really takes to build go-to-market strategies that scale. Each episode breaks down the real conversations around customer success, compliance, sales alignment, and the lessons that drive sustainable growth.

Episode 2 goes deeper into how teams actually create and manage lead generation. We talk about what works, what does not, and the tools we rely on to keep momentum going without burning out your sales team. It builds on Episode 1 and sets the tone for the more tactical conversations ahead.

🎧 Listen here: Spotify, Apple Podcasts, YouTube, or Web

Catch the conversation and stay in the loop.

Wishing you a happy holiday season 

I hope you get a moment to slow down, recharge, and enjoy time with the people who matter most.

Thank you for being part of this community and for all the support throughout the year. Excited for everything ahead in 2026.

What’s Next?

• Tell Me What You Think: I’d love your feedback and comments. Hit “reply” and share your thoughts.

• Next Issue: Spotlighting another industry expert.

• In Every Issue: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration Updates 

That’s it for this issue of Maven Mindset. If you’ve been looking for a strategic partner who brings clarity and real-world experience, you’re in the right place.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.

mavenadvisory.co

Hey there!

Fintech partnerships sound exciting on paper. The promise of new technology, faster workflows, and better customer experiences is hard to resist. But the reality is that the work does not stop when the contract is signed. For financial institutions, the real challenge begins with implementation.

That is why I wanted to feature Gayathri Raghavan, Vice President and Senior Application Development Manager at Old National Bank, in this month’s spotlight. Gayathri has spent more than a decade leading technology initiatives across Commercial, Consumer, and Mortgage Lending. She knows what it takes to turn vendor promises into working solutions inside a financial institution, and how complex it can get along the way.

In our conversation, Gayathri shared what makes fintech implementations succeed or fail, how vendors can set themselves apart, and what lessons she has learned from driving digital transformation across multiple lines of business.

Implementation Realities: What Fintechs Often Miss

According to Gayathri, the biggest gap she sees is around assumptions. Fintechs often believe their out-of-the-box solution will fit a bank’s workflows with minimal customization. Once implementation begins, they realize how differently each institution operates.

“Although every financial institution has the same fundamentals, the operating models vary widely,” she said. “Once implementation discussions begin, fintechs often discover the true depth of customization required, leading to added scope, costs, and time.”

She also called out a few areas fintechs consistently underestimate:

• Data conversion and integration needs

• Regulatory and compliance differences between institutions

• Timelines for third-party risk assessments

• Data quality issues within core systems

Each of these can derail progress if not surfaced early.

Where Projects Go Sideways

When projects stall, Gayathri says it usually comes down to one thing: unclear communication. “Unclear requirements and constant changes are big red flags,” she noted. “Teams also get stuck trying to make everything perfect instead of making progress.”

Other common roadblocks include competing goals across teams, shifting priorities, and underestimating the effort required for integrations with third-party systems. Her advice: stay adaptable, communicate often, and prioritize progress over perfection.

Balancing Speed, Stability, and Compliance

Gayathri believes in moving fast, but never at the expense of compliance or stability. “Start with the workflows that are most critical to business operations and compliance,” she said. “Take a phased approach and pilot first. Once the MVP is stable, work collaboratively to fix issues and release updates gradually.”

She also recommends testing in sandbox environments to speed up learning without risking stability.

Driving Change and Adoption

Rolling out new technology does not end with go-live. Gayathri believes adoption starts with empathy and support. “Always start with a pilot group,” she said. “Celebrate early wins, share measurable metrics, and treat complaints as opportunities for improvement.”

Communication is the foundation of successful adoption. Release notes, clear benefit statements, and training materials make it easier for teams to embrace change. “Over-communicate rather than under-communicate,” she said. “Listen to feedback and adjust when necessary.”

Her advice to fintech partners: be patient, be empathetic, and champion your client’s change journey. 

Looking Ahead: The Next Frontier for Fintech

When asked where fintechs can add the most value, Gayathri pointed to the next generation of banking customers.

“The next big opportunity will come from serving younger, digital-first consumers,” she said. “They expect instant lending decisions, alternative credit models, and a seamless mobile experience. The fintechs that help banks deliver that while maintaining strong risk and compliance controls will stand out.”

Her advice to fintech founders is simple and powerful:

Gayathri’s perspective is a reminder that successful implementations are not about technology alone. They depend on clarity, communication, and partnership. Fintechs that take the time to understand the complexity of a bank’s systems and workflows, and work alongside them with transparency and empathy, are the ones that turn pilots into lasting success stories.

Practical GTM Strategies: Implementation Readiness

Winning a deal is only half the battle. The real work begins when the partnership moves from contracting to production. Fintechs that prepare for this transition early are the ones that keep momentum after the signature.

Here’s how to build an implementation plan that works:

• Start before the contract. Use late-stage conversations to identify integration points, data dependencies, and compliance needs.

•  Create an internal checklist. Align sales, product, and implementation teams on who owns what and when.

• Define success milestones. Map out the first 30, 60, and 90 days so both sides know what progress looks like.

• Keep communication constant. Weekly syncs prevent small misunderstandings from becoming big delays.

A strong GTM plan does not end at the close. It begins with readiness, clarity, and shared accountability.

Sales & Marketing Tips: Sell with Empathy

A strong GTM plan does not end at the close. It begins with readiness, clarity, and shared accountability.

Features don’t sell, outcomes do and the best teams sell on that understanding. Banks and credit unions need partners who get how complex their world is, with legacy systems, competing priorities, and the pressure to deliver compliance and innovation at the same time.

Here’s how to show empathy that earns trust:

• Do your homework. Know the institution’s structure, decision process, and what their teams are balancing.

• Ask smarter questions. “What usually slows projects like this down?” tells you more than any product demo ever could.

• Be a guide, not a vendor. Share insights and frameworks that make their job easier, not just your product shinier.

• Stay patient. Change takes time. Respecting their process builds credibility.

Empathy turns a sales conversation into a partnership. When fintechs listen first and solve second, they get invited back.

The GTM Loop Podcast is Live!

Big news from the collaboration front. The GTM Loop Podcast is officially live.

The GTM Loop explores what it really takes to build go-to-market strategies that scale. Each episode breaks down the real conversations around customer success, compliance, sales alignment, and the lessons that drive sustainable growth.

The first episode, How Customer Success Fuels Growth, is available now and sets the stage for what is ahead. Upcoming guests will include leaders across fintech, banking, and SaaS who are redefining how GTM works from the inside out.

🎧 Listen here:

• Spotify

• Apple Podcasts

• YouTube

• Web

Catch the conversation and stay in the loop.

Where I’ll Be: November Events 

ACU Lending Council Conference 2025 – Anaheim, CA 🌴
November 2-5, Hilton Anaheim
The Lending Council Conference 2025 brings together credit-union lending leaders and industry experts in Anaheim, California to explore the future of lending through peer networking, hands-on sessions, and strategic insights.
Event Info →

What’s Next?

• Tell Me What You Think: I’d love your feedback and comments. Hit “reply” and share your thoughts.

• Next Issue: Spotlighting another industry expert.

• In Every Issue: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration Updates 

That’s it for this issue of Maven Mindset. If you’ve been looking for a strategic partner who brings clarity and real-world experience, you’re in the right place.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.

mavenadvisory.co

Hey there!

This month I’m spotlighting the growing momentum between fintechs and credit unions, with lessons from Reseda Summit, TruStage Fintech Summit, and CU Lending School in Atlanta.

Every conversation came back to the same point. Partnerships succeed when they are built on trust, mission alignment, and measurable outcomes. Flash doesn’t win. Real value for members does.

Reseda Summit Recap
Reseda brought together credit unions, fintechs, and investors in a format that balanced networking with deep-dive conversations. Thought leadership breakouts gave credit union leaders space to discuss 2026 priorities. Portfolio companies presented their solutions, and a pitch competition created visibility for founders not yet in the Reseda portfolio. The vibe was collaborative, open, and focused on uniting credit unions and fintechs.

TruStage Fintech Summit Recap
At TruStage, founders pitched in seven-minute slots while credit unions met them in the exhibit hall. What stood out was the engagement from credit unions already working with fintechs, which made the conversations more focused as leaders head into planning season.

Companies like Remynt, who participated in both Reseda and TruStage, say that credit unions are a natural fit for their mission.

Executive Conversations in Atlanta
At CU Lending School, I joined a candid discussion with credit union lending executives on fintech partnerships. The conversations focused on outcomes that matter most to them. They want to make better lending decisions, create stronger member experiences, and solve the daily challenges they face.

Don Arkell from CU Lending Advice delivered feedback that was direct and sometimes tough to hear, but it resonated. His message was that credit unions (especially smaller ones) must look at fintech partnerships as essential for growth.

My Top 4 Takeaways

• Compliance first. If you cannot prove it, you are not moving forward.

• Pilots matter. Clear outcomes and timelines beat flashy demos every time.

• Mission alignment wins. Show how your solution drives lending, engagement, or new digital services for members.

• Trust is everything. Credit unions partner with fintechs who listen, adapt, and grow with them.

Success in this space is not about chasing the fastest yes. We need to focus on proving value, earning trust, and aligning with the mission of serving members. For fintechs who get this right, the opportunity is massive.

Panel Discussion with: Eric Loehr, Sam Das, and Jim Ryan

Practical GTM Strategies: Pilots That Drive Action

A pilot is not just a “try before you buy.” It is the proving ground for whether your solution fits and whether the credit union can see a future with you. Too many pilots stall because they lack structure, outcomes, or urgency.

Here’s how to set up a pilot that actually moves the relationship forward:

• Define outcomes up front. Agree on 2 to 3 measurable results that matter to the CU (loan growth, engagement lift, time saved).

• Put it on a timeline. Pilots without deadlines turn into case studies for inertia.

• Assign ownership. Know who is accountable on both sides for tracking progress and next steps.

• Close the loop. End every pilot with a decision: expand, adjust, or walk away.

A good pilot builds trust, generates proof points, and gives your champion the confidence to push for adoption.

Sales & Marketing Tips: Learn From The No

Most teams celebrate the yes and bury the no. But when you lose a deal, you gain clarity you cannot buy.

A no tells you more about pricing, positioning, and product gaps than any closed won ever will.

Here’s how to make NOs work for you:

• Ask directly. “Can you share what made you decide to go another direction?”

• Look for patterns. Track lost deal reasons in your CRM such as pricing, compliance, timing, or competitor features.

• Feed it back. Share insights with product, marketing, and leadership. One no is anecdote; ten no’s is strategy.

• Respect the no. Thank them, leave the door open, and re-engage when the timing or need changes.

A yes feels good. A no tells you what to fix. The fintechs who learn from rejection are the ones who win in the long run.

Partnerships & Collab Corner: The GTM Loop

I am so excited to share that Holly Glowaty and I have launched The GTM Loop.

The idea came from a clear gap. The Midwest is full of great fintech founders, but too many struggle to scale because they do not have the same go-to-market support that coastal startups take for granted. Holly and I decided it was time to change that.

The GTM Loop is a network designed to give founders in the region the support they need to get to market faster, sell smarter, and build sustainable businesses. The name reflects both our purpose and our philosophy. Growth does not happen in a straight line. The best teams build loops that connect sales, marketing, and customer success into one repeatable engine. And of course it nods to Chicago’s iconic Loop.

Here is what is coming:

• Podcast launch: Our first episode drops in late October. Real conversations with founders, bankers, and operators who are in the trenches of growth.

• Workshops and events: Invite-only dinners and hands-on workshops across the Midwest where fintechs and FIs can connect and share what is working.

• Annual Summit: In 2026 we will bring it all together in Chicago for an event that focuses on conversations, connections, and strategies that last.

This is not another community. This is a network built for founders, operators, and FI leaders who want practical, proven approaches to growth.

👉 Want to follow along? Sign up here

New From Maven Advisory

Many of you have asked about support for marketing and social selling. I recently launched Maven Growth Marketing Options to help with exactly that.

👉 Curious? Take a look here: Growth Marketing Options

Where I’ll Be: October Events

Money20/20 – Las Vegas, NV 🎲
October 26–29, The Venetian Resort
The largest global fintech event of the year, bringing together leaders across payments, banking, fintech, and innovation.
Event Info →

What’s Next?

• Tell Me What You Think: I’d love your feedback and comments. Hit “reply” and share your thoughts.

• Next Issue: What it really takes to run a successful implementation with a financial institution.

• In Every Issue: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration Updates 

That’s it for this issue of Maven Mindset. If you’ve been looking for a strategic partner who brings clarity and real-world experience, you’re in the right place.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.

mavenadvisory.co

Hey there!

This month I’m spotlighting Rachel Lauren, COO & Co-Founder of Debbie, and her bold approach to tackling credit card debt by rewarding better habits, not just better credit scores.

Rachel isn’t building another financial app. She’s focused on changing how people relate to money, using encouragement and real incentives instead of shame and penalties.

Let’s dive in.

Rewarding Better Habits, Not Just Better Credit Scores

Rachel Lauren didn’t set out to create another financial app. She set out to build a better relationship between people and their money, especially for the millions of Americans navigating credit card debt, living paycheck to paycheck, or feeling like their financial goals are always just out of reach.

Alongside her best friend and CEO & Co-Founder, Frida Leibowitz, Rachel launched Debbie, a fintech platform that flips the traditional debt model on its head. Instead of punishing people for missed payments, Debbie rewards users for good behavior with cash incentives and habit-forming tools that actually stick.

What started with a focus on helping users pay down high-interest credit card debt has grown into a full behavioral finance platform, combining rewards, education, and motivation. The average Debbie user is a millennial, often juggling credit card debt and multiple financial goals. But the platform’s reach is expanding from college students to retirees, because debt isn’t just a math problem. It’s a behavior challenge.

The user stories are what keep Rachel going.

Debbie now has over 100,000 lifetime users and strong monthly engagement. The team is committed to keeping the product free for users by partnering with aligned financial institutions.

What makes Debbie stand out is that it doesn’t offer a magic solution. It asks users to show up for themselves. In return, it meets them with tools, encouragement, and real rewards for real effort.

Rachel is also focused on building an inclusive team and culture. When hiring, she asks candidates how they earned their first dollar, not just what’s on their resume. That kind of real-world context matters when you’re building for underserved consumers.

Want to learn more or get involved? Check out JoinDebbie.com and follow Rachel’s work as she continues to shape fintech with empathy, clarity, and real-world impact.

Practical GTM Strategies: Don’t Overcomplicate the Buyer Journey

If your buyer has to navigate a maze to say yes, that’s a no.

Fintechs love their demos, decks, and deep dives. Most buyers don’t have time or patience for all that. Especially at community FIs, where teams are lean and decision-makers wear five hats.

Here’s how to simplify without dumbing it down:

• Cut the bloated demo. Show only what solves their specific problem

• Swap long decks for one-pagers with visuals, use cases, and outcomes

• Get clear on next steps at the end of every call (no “circling back”)

• Help them sell it internally. Arm your champion with talking points and ROI bullets

• Make contracts, onboarding, and implementation feel lightweight

You’re not just selling a product. You’re selling clarity. If your process feels easy, you’ll stand out before the tech even shows up.

Sales & Marketing Tips: Ditch the Persona, Embrace the Person

Selling into FIs? Skip the generic personas. “Marketing Mary” and “Ops Oscar” aren’t helping you close.

People don’t buy because of titles. They buy because something you said made their job easier, their numbers better, or their inbox lighter.

Here’s how to personalize without creeping them out:

• Review their LinkedIn and recent press. What do they care about?

• Reference their goals: member growth, digital efficiency, regulatory pressure

• Tailor your outreach to how they talk about success

• Drop the script. Nobody wants to be sold to by a robot

• Follow up with relevance. Timing and context beat spammy persistence

Stop trying to game the funnel. Start building a reputation as the person who actually gets it. That’s what gets replies.

Partnerships & Collab Corner:

Be on the lookout for a major announcement with Holly Glowaty (UniFI Group) towards the middle of September! We’ve been cooking up something bold for the GTM world and excited to share!

During the week of FinovateFall, I’m teaming up with Krida to host an exclusive, invite-only dinner for senior banking leaders. This isn’t your average networking event. It’s a curated evening of fine dining and roundtable discussions on the future of banking innovation.

The goal? Real conversations that spark real action.

Where I’ll Be: September Events

CU Lending Advice Lending School at APCU – Atlanta, GA 🍑
Private Event: Joining Don Arkell at CU Lending Advice Lending School
September 4
I’m teaming up with Don Arkell to host a private event with CU executives focused on fintech strategy. Excited to join this conversation with the APCU leadership team.
Learn More About CU Lending Advice →

FinovateFall – New York City 🗽
Panel: How Can Community Banks Innovate with Intent?
September 9, 10:40 AM
I'll be breaking down how community banks can innovate with purpose and build strategic plans that actually get used.
Event Info →

2025 Reseda Summit – Detroit, MI 🚗
Panel: Successfully Navigating Credit Union Investments in Fintechs
September 17–18, Shinola Hotel
A candid discussion on what works, what doesn’t, and how to create value on both sides of the table.
Event Info →

 What’s Next?

• Tell Me What You Think: I’d love your feedback and comments. Hit “reply” and share your thoughts.

• Next Issue: Curious about working with Credit Unions? I’ll break that down.

• In Every Issue: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration Updates.

That’s it for this issue of Maven Mindset. If you’ve been looking for a strategic partner who brings clarity and real-world experience, you’re in the right place.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.

Hey there!

This month I’m shining a light on what it really takes to sell into community banks and why so many fintech founders get it wrong.

I sat down with Brian McEvoy, Chief Retail Banking Officer at Webster Five and a seasoned community banking leader, to hear his perspective on how fintechs can earn trust and stand out. trust and stand out.

Let’s dive in.

Think Community Banks Aren’t Buying Tech? Think Again

There’s this common belief floating around in fintech circles that community banks don’t buy technology. That they’re too small, too slow, too cautious. 

The reality? Very different.

I had the chance to sit down with Brian McEvoy, a community banking leader who sees firsthand how these banks operate and make decisions. As he put it, “In the absence of a clear message, people make up their own. And the reality for us is  very different than the narrative that has formed about community banking.”

So let’s set the record straight. 

Community banks are nimble by nature

Community banks have a reputation for being stuck in the past, but Brian sees it differently. These banks know their customers and their markets better than anyone. They already compete with regional and national players every day. 

Brian shared his own experience:

The takeaway? These banks don’t say yes to everything, but when the fit is right, they’re quick to act.

Not all banks are the same

This is where many fintech founders trip up. Too often, they assume that “a bank is a bank.” But every institution is different. 

Brian explained, “Banks come in all sizes and shapes and flavors. Even community banks have very different focus areas and needs.” Some community banks skew more consumer-focused and prioritize mortgage lending; others are more commercial-oriented. Still others serve very specific geographic communities or market niches – such as medical professionals, attorneys, or the wealth market.

So before you send another pitch, take the time to figure out who they really serve and what their pain points are.

The partners that stand out

When I asked Brian about the fintech partners he’s most excited about, he didn’t hesitate to share a few examples that have made a meaningful impact.

He talked about Spiral, which helps banks enable customer-driven charitable giving and savings goals inside the digital banking experience. As he put it, “They offered us the opportunity to really put a definition around community. It’s fully embedded in our digital banking experience and it adds a charitable giving element to our offering .”

He also called out Lemonade LXP, which helps deliver microlearning and gamified training for bank employees. “Who has time for scheduled training? Having microlearning opportunities and gamification, especially with a younger employee base, is a great fit for us.”

And finally, he highlighted Lenders Cooperative, which provides a digital small business lending platform. “It gives us a turnkey digital application for small business owners who don’t have time to come into a branch. It levels the playing field for community banks with non-bank lenders.”

What stood out in all of these examples is that the solutions met real needs, worked within his team’s capacity, and fit their brand promise of serving the community.

Storytelling matters

Brian also pointed out something fintechs tend to miss: community banks often don’t tell their own stories very well. Many are modernizing, adding digital tools, and finding creative ways to serve their communities. But they’re not shouting it from the rooftops.

That creates an opportunity for fintechs who can help tell that story alongside their solution.

Keep your expectations grounded

One of the more candid moments in our conversation was when Brian talked about budgets and decision-making.

That doesn’t mean they aren’t willing to invest. It just means they’re careful. And it means you have to show up prepared.

Why this matters

Community banks aren’t a fallback option. They’re deeply embedded in their communities, eager to compete, and ready to innovate. But you have to do the work to earn their trust.

Big thanks to Brian for sharing his perspective and reminding us that community banks are still very much in the game. If you’re a founder thinking about how to reach them, take a step back, do your homework, and approach them like the unique institutions they are.

Because they’re listening.

Practical GTM Strategies: Stop Selling, Start Matching

One of the biggest mistakes fintechs make with community banks is treating sales like persuasion. You don’t need to talk a banker into buying tech. You need to show them it’s the right fit for their institution.

Instead of pushing your solution, focus on matching their specific priorities and risk appetite.

How to shift from selling to matching:

• Research their unique customer base and market niche (commercial, mortgage-heavy, etc.)

• Align your pitch with their stated mission and brand promise

• Be ready to walk away if the fit isn’t there because scarcity builds credibility

• Position your product as a complement to their strategy, not a replacement for it

Community banks do buy tech. But they don’t buy hype. They buy when it feels like the natural next step for what they’re already trying to achieve.

Sales & Marketing Tips: Make Your Value Obvious

Bankers have heard it all. They’ve seen enough vendors overpromise and underdeliver to make them wary of vague claims. If they have to squint to see your value, you’ve already lost them.

What works? Proof.

How to make your value crystal clear:

• Lead with measurable business outcomes they can relate to

• Use specific examples of impact at other FIs

• Highlight testimonials and case studies with real metrics

• Illustrate a clear before-and-after story for their staff or customers

• Avoid fluffy buzzwords, be direct and concrete

Your audience is trained to spot risk. Show them that your product delivers real results for people just like them. Take the guesswork out of the equation.

Partnerships & Collab Corner:

Big things are brewing with two of my favorite collaborators. Holly Glowaty (UniFI Group) and I are cooking up something bold for the GTM world. And with Mariana Carvalho (Women in Technology Publication), I’m working on a project that’s been a life goal and a dream come true.

The details? Not spilling the tea just yet. You’ll want to stick around for this.

Where I’ll Be: August Events

August is the perfect mix of recharging and reconnecting with industry leaders.

🍀 August | Ireland
I’m taking a much needed holiday with my family to ride trains, road trip through Ireland, and enjoy some slower moments. I’ll also catch up with Jill Robb of AttainX while I’m there.

💡 August 18–20 | Point Clear, AL
I’ll be joining the Conductiv team at the VISION Conference of Ideas and Innovation, a forward-looking event for credit union and fintech leaders. With TED-style presentations, interactive idea-sharing, and innovation exercises, it’s designed to spark bold thinking and practical takeaways.
Event Info →

Beautiful Northern Ireland

 What’s Next?

• Tell Me What You Think: I’d love your feedback and comments. Hit “reply” and share your thoughts.

• Next Issue: Spotlighting a startup putting people over profits.

• In Every Issue: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration Updates 

That’s it for this issue of Maven Mindset. If you’ve been searching for a strategic partner who’s not afraid to cut the fluff, look no further.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.

Hey there!

This month, I’m highlighting how mission-driven banking can help break financial barriers and create real economic freedom.

I had the chance to catch up with Glenn Murray, Chief Strategy Officer at DreamFi, to hear how his team is building a platform for true financial inclusion.

Let’s dive in.

Glenn Murray & DreamFi are building a better financial future.

 When Glenn Murray made the leap from traditional banking to fintech, he didn’t just take a new job. He signed up for a mission. After decades in the industry, Glenn had seen the cracks up close. The cost of being underbanked. The lack of trust in institutions. The missed opportunities to truly help people build lasting financial health. With DreamFi, he is taking all of that experience and using it to build something better.

DreamFi is a financial platform designed to level the playing field. Co-founded with support from attorney Ben Crump and backed by Business Funding Group and FinWise Bank, it is not just another digital bank. DreamFi is creating an ecosystem rooted in saving, growing, and investing, with real tools for real people. From financial literacy in bite-sized formats to insurance products and debt support, every feature is designed to drive economic freedom.

What stands out most is the team. Glenn has brought together seasoned leaders from places like SoFi and Simple. These are people who have done the hard things before and still show up every day with a fire to do them again, but this time, in service of something bigger. 

Glenn is also a proud Chicagoan and someone who thrives on building bridges. He’s known for making connections, collaborating generously, and showing up for others in the fintech community. That mindset is reflected in the way DreamFi is being built, through thoughtful partnerships, mission-first decisions, and a deep commitment to inclusion.

Glenn is the kind of person who genuinely loves this space. He’s always up for a chat with a founder who wants to pressure-test an idea or get grounded advice from someone who’s been in the trenches. If you’re building something that touches financial inclusion or just trying to solve a real problem for real people, Glenn is someone you want in your corner.

DreamFi is launching soon, and it’s worth keeping on your radar. Whether you're a partner, builder, or just someone who cares about breaking down financial barriers, this is a mission to watch. 

Thanks to Glenn and the DreamFi team for letting us share their story. We’ll be cheering them on every step of the way.

Join the waitlist here.

Practical GTM Strategies: Build from the Banker’s Reality

Most fintech founders lead with what their product can do. The smarter move is to start with what a banker or FI exec deals with every day. If you do not understand their reality, your GTM will miss the mark.

How to ground your GTM in the FI world:

• Spend time with actual FI users, not just prospects

• Listen for what slows them down or causes operational friction

• Frame your value in terms of solving pain points in the FI workflow, not showing off features

• Use their language, not fintech jargon

A strong GTM plan for FIs starts with empathy. Understand their world first.

Sales & Marketing Tips: Make your easy to see.

FI buyers are skeptical and risk-averse. They have seen too many over-promises. What cuts through? Proof.

Ways to show clear value:

• Lead with business outcomes, not technical features

• Use examples that show measurable impact for FIs

• Share testimonials from other banks or credit unions

• Show a clear before-and-after for their team or customer experience

• Skip vague promises, be specific

If an FI buyer has to guess how your product helps their bank or members, you will lose them. Make it obvious.

Partnerships & Collab Corner: Maven x GDS Link

I’m honored to be the cover and feature story in the new issue of The Sync Up from GDS Link.

Big thanks to the GDS Link team for the opportunity, and special shout out to Sara Smith and Shaunessy Renker. Always a pleasure to collaborate with you.

You can grab the issue here: Download The Sync Up

Where I’ll Be: July Events

Chicago Tech Week is coming up in July.

I’ll be co-hosting The GTM Loop with Holly Glowaty from Unifi Group during Tech Week. We will be bringing together fintech founders and banking leaders for a thoughtful conversation on how to build real go-to-market strategies across the full funnel. Stay tuned!

If you will be in Chicago that week and want to join us, send me a note.

 What’s Next?

• Tell Me What You Think: I’d love your feedback and comments. Hit “reply” and share your thoughts.

• Next Issue: Spotlighting what it takes to win from an FI perspective.

• In Every Issue: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration updates.

That’s it for this issue of Maven Mindset. If you’ve been searching for a strategic partner who’s not afraid to cut the fluff, look no further.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.

Hey there!

This month, I’m diving into fintech for good and how the right solutions can drive real financial inclusion.

I had the chance to catch up with Jacqueline Birkel, Co-Founder & CEO of round.

A Simple Observation. A Big Impact.

The idea for round started at a nail salon in Chicago.

Co-founder and CEO Jacqueline Birkel, a fellow Chicagoan with a background in payments, noticed her nail tech accepting a tip through a peer-to-peer app. The balance sat idle, earning nothing and creating risk, while dramatically affecting financial stability. That moment revealed a bigger problem.

Beauty professionals lose approximately three weeks of income annually to payment processing costs (what they call "ghost services") and outdated financial tools.  Jacqueline knew she could use her fintech experience for good. That spark became round.

Round eliminates these fees through a surcharging model, allowing merchants to keep 100% of their service revenue while providing points redeemable for rewards that fuel their business. Setup takes minutes with no hardware or tech headaches. And this is just the beginning. Embedded banking and daily interest are on the way.

For too long, beauty pros and small business owners have been overlooked. Jacqueline, deeply passionate about using fintech to create better outcomes for everyday entrepreneurs, is leading round to change that.

Round’s core mission is that we're looking to democratize passive investing. Provide modern financial tools that honor their craft, protect their income, and finally give them the financial dignity they deserve.

I first met Jacqueline through 1871 and was immediately inspired. Warm and passionate about building fintech with purpose, her commitment to solving real problems and advancing financial inclusion came through loud and clear. Since then, every conversation is one of mutual support and genuine joy for helping others thrive.

Round is creating real impact for beauty pros and micro-merchants. And they’re just getting started. Check them out at round.dev.

Practical GTM Strategies: Want more time? Automate the Repetitive Stuff.

If you’re spending hours manually updating your CRM, chasing meeting links, or sorting leads from form fills… you’re not selling, you’re stuck.

The fastest way to reclaim your time is automation.

Here’s how to stop wasting hours on repetitive tasks and start using automation to work smarter:

1. Connect your tools
Use platforms like Zapier or Make to link your forms, email, and CRM. Eliminate manual data entry and keep everything in sync automatically.

2. Automate lead follow-ups
Set up workflows to route leads and trigger instant emails. No more letting hot leads go cold while you catch up on admin.

3. Streamline scheduling
Use calendar booking tools with built-in reminders. Say goodbye to the back-and-forth of scheduling calls.

4. Score and sort your leads
Build simple workflows that prioritize leads based on behavior or fit. Spend your time on conversations that actually matter.

5. Track the right data
Create a short weekly dashboard to monitor key metrics. No more digging for data, see what matters at a glance and take action fast.

Time is your most valuable asset. Spend it on the parts of sales that move the needle, not on busywork a bot could do in seconds.

Sales & Marketing Tips: Want Reach Reach? Talk to the Right Pain.

If you’re marketing to small businesses, generic value props won’t cut it. These founders aren’t buying “innovation.” They’re buying time, stability, and tools that actually fit their day-to-day.

Here’s how to connect with small business owners in a way that builds trust and drives action:

1. Lead with their reality
   Show you understand their work. Beauty pros, food vendors, freelancers. They want to know you’ve done your homework.

2. Ditch the fluff
   Skip buzzwords and over-engineered language. Speak in real terms: what it is, how it helps, what it costs.

3. Use examples that look like them
   Highlight other small businesses using your product. Social proof matters, especially in tight-knit communities.

4. Make it frictionless
   If your signup flow takes 15 steps, you’ve already lost them. Convenience is not a feature. It’s the expectation.

5. Respect the craft
   These are entrepreneurs with deep pride in their work. Don’t pitch like you’re saving them. Show that you’re building with them.

The takeaway? Your best marketing doesn’t just talk to the market. It speaks for them.

Partnerships & Collab Corner: Maven x HubSpot

Maven Advisory is now a certified HubSpot Solutions Provider.

 I’m excited to share that Maven Advisory is officially a HubSpot reseller. This opens the door to even more ways I can support early-stage fintechs and FI partners with tools that actually work for scaling sales and marketing.

 HubSpot brings the platform. I bring the strategy. Whether it’s CRM setup, RevOps automation, or building a real demand engine, I can now help clients go from chaos to clarity faster and more affordably.

 If you're building a GTM engine and want HubSpot to actually work the way you sell, this new partnership could be exactly what you need.

Where I’ll Be: June Events

June is packed, and I’m excited to connect with fintech and insurtech leaders who are building what’s next.

🗽 June 2–3 | New York City
I’ll be attending The Fintech Marketing North American Conference & Awards, where top marketers are being recognized for bold, data-driven work. Looking forward to celebrating the teams turning strategy into traction. (A dear friend is getting an award!)
Event Info →

🎤 June 11–12 | Charlotte, NC
I’ll be speaking at Fintech + Insurtech Generations (FIG), one of the premier innovation events for leaders in financial services, insurance, and tech.
Event Info →

Here’s where you’ll find me at FIG:

Panel | June 11 - 2:05–2:45 PM
Design to Win: Smarter CX & GTM for Growth
How fintech and insurtech leaders are using behavioral insights to build seamless customer experiences and GTM strategies that convert.

Workshop | June 11 - 3:00–3:40 PM
Go-to-Market, Go-to-Win
A practical session on building a GTM strategy that aligns with your customer, your product, and your growth goals. Ideal for startup and scale-up teams looking to move with focus and clarity.

If you're heading to either event, let’s connect.

 What’s Next?

• Tell Me What You Think: I’d love your feedback and comments. Hit “reply” and share your thoughts.

• Next Issue: Spotlighting a neobank that’s focusing on financial inclusion.

• In Every Issue: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration updates 

That’s it for this issue of Maven Mindset. If you’ve been searching for a strategic partner who’s not afraid to cut the fluff, look no further.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.

Hey there!

This month, we’re taking a look beyond our usual borders and diving into the fintech landscape in Latin America.

I had the chance to sit down with Veronica Crisafulli, CEO & Founder of MO, and her insights were too good not to share.

Veronica (affectionally known as Vero) is not only a fintech leader but also a mom, and a woman who is using her platform to drive change for the better. Her work is a reminder that impact and inclusion aren’t just buzzwords. They’re choices we make in how we build.

MO is rethinking the way everyday people in LATAM access financial products, with inclusion, accessibility, and trust at the center. Vero and I talked about how fintechs can scale responsibly in emerging markets, what it really means to localize GTM, and why collaboration is key to moving the industry forward.

A few gems from our convo:

• Local context isn’t a "nice to have", it’s a must. Just translating your product doesn’t count.

• Trust is earned slowly, especially in markets where financial exclusion has been the norm.

• The partnerships that matter most are the ones built on shared values, not just shared metrics.

Check out the full interview below for the deep dive.

Fintech, Motherhood, and the Fight for Credit Inclusion

When I sat down with Veronica Crisafulli, CEO & Founder of MO, I knew we were going to talk fintech. But what I didn’t expect was how deeply her story would connect so many themes I care about: inclusion, motherhood, ambition, and the grit it takes to build something that truly matters.

Vero is originally from Italy but has spent the last 10 years living in Colombia. Her background spans consulting gigs across South Africa, the Czech Republic, Spain, and the UK, before eventually working with MasterCard where she built the strategy for the first digital bank in Colombia. With that global lens, she saw something clearly: credit access was broken. Especially for women. Especially in emerging markets.

Her goal? Build the infrastructure for financial institutions to finally serve the people they’ve historically ignored. 

After years of building strategy for others, she took the leap into entrepreneurship in 2017. The early days of MO weren’t easy. A co-founder split. Shifts in focus. Learning in real time. But in 2021, Vero made a call that changed everything, to focus entirely on being the credit management platform of the future.

MO’s mission is to help financial institutions of all sizes issue credit in a modern, flexible, and cost-effective way. The real dream? A world where a woman selling empanadas on the street can get a loan the same way a tech worker can. MO is working with many financial institutions across Latin America. A focus on the US market is in her line of sight, but not in the near term. 

But it isn’t just the tech that makes MO special. It’s the way Vero leads.

We talked about what it’s like being a founder and a mother. Vero has two little ones under the age of three. She’s also running a fast-growing fintech company.

She broke down the three things that help her navigate the chaos:

1. Structure everything. If it’s not in the calendar, it doesn’t happen.

2. Rely on your network. Whether it’s your team, your investors, your family, or your best friend for a glass of wine on Thursday night, your support system matters.

3. Be present. When she’s with her kids, she’s with them. No phone. No laptop. Just connection. 

We also got real about burnout. Vero shared how after the birth of her second child, she reached a breaking point. Her mom called and said, “I’ve never seen you this tired.” That’s when she started blocking time for the gym, for meals, for meditation.

Still, she’s raised funding, grown the team, and signed major clients. She’s proof that leadership looks different than the old model, and it works.

MO is not just a credit platform. It’s a bet on a more inclusive financial future.

And Vero? She’s not just a founder. She’s a mom, a builder, and a woman rewriting the rules of what fintech leadership looks like.

If you’re curious about the LATAM fintech scene, MO, or thinking about expanding globally, Vero’s perspective is one you want in your back pocket.

Practical GTM Strategies: Pipeline Starts With Clarity

Let’s talk pipeline. If you don’t know exactly who your product is for, your messaging will be vague, your outreach will fall flat, and your team will burn cycles on the wrong leads.

Here’s what I tell founders:

• Get specific about your Ideal Customer Profile (ICP). One clear ICP beats five fuzzy ones.

• Reverse-engineer your sales process. How does someone actually buy your product? Map that.

• Don’t just generate leads, generate conversations. Cold outreach should sound like curiosity, not a pitch.

Your pipeline is not just a numbers game. It is a focus game.

Sales & Marketing Tips: Want More Leads? Be More Human.

Social media is your front door (no flashy office space required!). I’ve seen early-stage fintechs fill their pipeline through consistent, genuine engagement on LinkedIn and other social media platforms.

Here’s what works:

• Comment more than you post. Join conversations already happening in your space.

• Share what you’re learning in real time, not just wins, but also the messy middle.

• Be helpful without being salesy. People remember value, not velocity.

• Consistency is required (3-5 posts per week). Don’t drop off the earth for weeks or months at a time and expect results.

• Stop worrying about what people will think. Develop strong content pillars and start posting!

If you’re building in public or selling to a niche audience, your voice matters more than your ad budget.

Partnerships & Collab Corner: Maven x FedFis

Big news on the partnership front: Maven Advisory has teamed up with FedFis to help early-stage fintechs get the insights they need to approach financial institutions with confidence. 

FedFis brings the data. I bring the GTM strategy. Together, we’re helping fintech founders identify better-fit FI partners, understand how they buy, and craft messaging that resonates and gets noticed.

If you’re a founder trying to break into the FI world, this collaboration might be exactly what you need.

 What’s Next?

• Tell Me What You Think: I’d love your feedback and comments. Hit “reply” and share your thoughts.

• Next Issue: Spotlighting an exciting new startup.

• In Every Issue: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration Updates 

That’s it for this issue of Maven Mindset. If you’ve been searching for a strategic partner who’s not afraid to cut the fluff, look no further.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.

Hey there, Angi here! I’ve been hinting for a while that something big was brewing at Maven Advisory and now I can finally spill the beans. Let’s talk about our brand-new look, why we’ve rebranded, and the mastermind (a.k.a. brand strategist) who helped make it happen.

Meet Maven Advisory

If you’ve been following along, you know I’m big on simple words, and helping founders build sustainable sales and marketing foundations for success. That’s exactly what the rebrand aims to deliver. No fluff, no empty buzzwords. Just a refined identity that shows my approach for creating or refining go-to-market strategies for startups.

What’s New?

• A punchy, no-frills voice that sounds like me!

• Sharper messaging so founders have exactly what they need for sustainable growth (no revenue chaser tactics here!).

• Gorgeous new color palette, logo, and pattern that blends my feminine design sensibility with a masculine edge.

• Oh, and we can talk about that tagline? The cornerstone of my philosophy “Hope is not a strategy!”

Why I Decided to Rebrand

When I first launched Maven Advisory, I went all in on a visually appealing brand, logo, color palette, and website, assuming that was enough to stand out and attract the right clients. But as my business grew, I realized people still didn’t fully grasp what I actually do. It was clear that while the aesthetics were eye-catching, the brand wasn’t resonating with my ideal customers or even reflecting my own core vision.

Over time, I saw that a great logo doesn’t necessarily translate into happy clients. My brand lacked a deeper narrative, a strategic framework that articulated my unique promise and values. Think of your business as an entire story and the logo as the cover: if the content inside doesn’t match the cover’s promise, readers (or potential customers) are left confused. That was the sticking point for Maven Advisory, and I knew something had to change to truly stand out in a crowded market.

That’s when I decided to bring in a brand strategist who could unite the visual and the verbal. Instead of jumping right back into colors or fonts, we mapped out my core mission, defined how I help clients, and clarified where the company was going. We focused on communicating what Maven Advisory stands for at every touchpoint, so clients immediately understand who I am and why it matters.

Meet Joel Sousa

None of this would’ve been possible without Joel Sousa from GrowingDesign. He’s the mastermind who took my “I just know I need a change” and it into a strategic new look.

If you are looking for a strategist who can build a brand that sounds like you and resonates with clients and prospects (and not just make it look pretty), Joel Sousa might be your new favorite person.

Joel helps online brands find that sweet spot between design and growth, without the usual “Oh, that’s just creative fluff!” baggage. I have been working with Joel on my re-brand and wanted to share the experience and why he’s not your typical designer who just wants to talk fonts (and I love a good font!) and color palettes.

Photo by Joel Sousa - GrowingDesign

In his own words and unfiltered style, Joel shares how he got started and how his approach has evolved:

Photo by Joel Sousa - GrowingDesign

My take?  Design needs to move the needle. A stunning visual is useless if it’s not solving a real problem.

Working with Joel and GrowingDesign means getting design with purpose. Your visuals will look modern and sleek, but you’ll also have a strong brand voice and ICP persona to work from. This approach is crucial to any growth strategy.

When everyone’s selling buzzwords like, “innovation” and “disruption,” Joel’s zero-fluff demeanor is a breath of fresh air. He’ll tell you if your idea needs rethinking or if your copy doesn’t reflect your personality. You will get honest feedback that makes your business stronger.

If you’re tired of design for design’s sake and ready for brand storytelling that leads to actual traction, go see what Joel and Patrícia from GrowingDesign are up to.

What’s Next?

• Tell Me What You Think: I’d love your feedback on the new look.

• Next Episode: LATAM & Fintech, Female Founder Profile

• In Every Episode, As Requested Via LinkedIn Poll: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration Updates

That’s it for this inaugural edition of the newsletter. I’m thrilled to take Maven Advisory into this new chapter, and I’m even more excited to bring you along. If you’ve been searching for a strategic partner who’s not afraid to cut the fluff, look no further.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi

P.S. Hope is not a strategy.