How Tribe Money Found the Right Content Marketing Partner

For early-stage startups, choosing the right content partner can feel like guesswork. Most marketing agencies promise the same things—SEO, social, email, and “growth.” But when you’re building something in fintech, the stakes are higher.

You’re not just selling a product. You’re earning trust with people’s money.

That’s exactly why Tribe Money, a group banking platform for small peer groups, was so selective in choosing a content partner.

“We were getting content that felt like it was written by ChatGPT,” said co-founder Joshua Lee. “And sometimes it probably was.”

The Challenge: Generic Agencies and Shallow Messaging

Before working with Money Marketers, Tribe Money had tested other marketing firms. The issue? Most of them were generalists.

“They offered everything—SEO, digital ads, social media—but none of it felt focused,” Josh explained. “And the content we got back sounded like it could apply to any fintech, not our fintech.”

That’s a red flag in financial services. Tone, nuance, and subject matter expertise make all the difference when your product deals with consumer behavior and financial habits.

What Tribe Money Was Looking For

Tribe wasn’t looking for volume—they were looking for:

• Message clarity: Content that spoke directly to their audience segments (e.g. college treasurers, roommates, friend groups)
  

• Editorial trust: A team that could own the writing process without constant handholding
  

• Strategic storytelling: Not just blog posts, but narratives that educate, convert, and resonate with readers (and even investors)

“We needed someone who understood how to talk about money in a way that wasn’t boring—or preachy,” Josh said. “We wanted to challenge behavior without alienating users.”

Why They Chose Money Marketers

In our early conversations with Tribe Money, we spent time digging into:

• Their waitlisted audience and what they cared about
  

• The behavioral friction that exists around shared money
  

• How to turn newsletters into both educational and trust-building content

This resonated with Josh and his team. “You weren’t trying to sell us five services at once,” he told us. “You were focused, and you had actual experience writing for fintech users.”

And we didn’t just write like marketers. We wrote like financial educators, trusted advisors, and behavioral storytellers.

The Result: High-Impact Content that Resonated

From the first newsletter we produced together, the feedback was clear. Tribe Money’s community noticed. And so did investors.

“We got replies from investors who hadn’t reached out in months,” Josh said. “They just wanted to say they read the email and loved what we were doing.”

That’s the power of aligned content—it doesn’t just engage users. It impresses stakeholders.

Tips for Choosing the Right Content Partner

If you’re a fintech founder looking for help with content, here’s what Tribe Money’s journey can teach you:

1. Look for financial fluency. If the agency doesn’t know how to write about money in a smart, trustworthy way, it won’t resonate with your users.
   

2. Ask about the editorial process. Who’s writing? Are they financial writers or just freelancers with Google Docs?
   

3. Evaluate how much time you’ll save. The right partner should take content off your plate—not add more back and forth.

“Even I learned things from the newsletters you wrote for us,” Josh said. “That’s how I knew we picked the right team.”

Looking for a content partner that knows fintech inside and out?

We write like insiders, so you can build like a pro. Let’s talk.