How Fintech Startups Can Keep Waitlisted Users Engaged with Email Content

When you’re running a fintech startup, your waitlist isn’t just a list—it’s a pipeline of potential users, investors, and champions. But most startups drop the ball by treating their email list as an afterthought.

That was the challenge Tribe Money faced. The group banking platform had hundreds of people on its waitlist but struggled to communicate with them consistently. The process was manual, time-consuming, and, as co-founder Joshua Lee put it, “kind of a headache.”

The Problem: Manual Systems, Burnout, and Missed Opportunities

Tribe Money started out like many startups: capturing early signups through a form, storing them in a spreadsheet, and trying to keep them warm through the occasional Beehiive send.

But without a clear system or dedicated team, engagement was inconsistent. Some emails went out weekly, some monthly, and sometimes—nothing. Worse, unsubscribes piled up.

“The hardest part was knowing what to say and when,” Josh said. “We didn’t want to sound too generic, but we also didn’t have time to reinvent the wheel every week.”

The Solution: Build a Narrative, Then Automate Execution

When Tribe Money partnered with us at Money Marketers, our first move was to create a content framework: a structure that aligned messaging with key customer segments (college roommates, club treasurers, shared households) and addressed their pain points in clear, engaging ways.

Then we built a cadence—weekly content that could be:

• Sent to waitlisted users to keep them warm
  

• Repurposed as blog posts for SEO and investor visibility
  

• Published with consistency to develop inbox trust

“What made it different is that you weren’t writing for everyone—you were writing for someone,” Josh said. “It felt like we were speaking directly to our audience.”

Why This Matters in Fintech

In fintech, trust is everything. If you’re building a product that touches people’s money, you need to build credibility long before they sign up. Consistent email content is one of the most effective ways to do that—if it’s done right.

• Tone matters. Content needs to sound like you—not a generic AI.
  

• Consistency builds trust. Your users will forget about you if you disappear for weeks at a time.
  

• Education sells. Teaching your audience something useful builds authority and keeps them coming back.

What Tribe Money Got from the Partnership

By offloading content creation, Tribe Money was able to:

• Focus on product and fundraising without worrying about the next newsletter
  

• Keep users engaged with helpful, persona-specific content
  

• Get investor attention after newsletter sends (“They actually replied!” Josh said.)

Best of all, the process became frictionless.

“I’d send a couple of ideas, and you guys would turn it into something thoughtful and educational. Even I was learning new things from what you wrote,” Josh told us.

Final Thoughts

If you’re running a fintech startup with a waitlist, don’t wait to nurture it. Every email is a chance to build trust, reduce churn, and validate your value before launch.

And if you want to take that off your plate entirely? That’s where we come in.

Ready to automate content that actually resonates?

Click here to schedule a time to talk.