B2B Fintech SaaS

From invisible to present inside generative answers

A B2B fintech software vendor came to us with a problem that's easy to state and hard to solve: their prospects were using ChatGPT to shortlist tools, and their product never showed up. Invisible on Google for its product queries, invisible inside the AIs. Here we set out the diagnosis, the method applied and the work carried out over the eight months of the engagement.

Context

The client builds a cash-management platform for the finance teams of mid-market companies. A solid product, happy customers, but almost no visibility on organic acquisition channels.

The B2B fintech market has two traits that make SEO harder: a long, multi-stakeholder sales cycle, and very high expectations around trust. A CFO doesn't pick a treasury tool on a whim. They compare, read reviews, check compliance, ask their network — and increasingly, they ask an AI: "what's the best cash-management software for a mid-sized company?"

When we arrived, the client appeared in none of those answers. Their blog produced content, but with no architecture, no pages close to the buying decision, and no structure a generative engine could use.

The challenge

The starting point came down to three things:

No bottom-of-funnel pages. No comparisons, no "alternatives to" pages, no use cases by profile. The existing content captured the curious, never buyers.
A fragile technical foundation. Partial JavaScript rendering, missing schema markup, poor mobile load times.
Zero AI citability signals. No self-contained passages, no formal definitions, no llms.txt, no Person or FAQPage markup. The LLMs literally had nothing to cite.

The goal we set with the client: become a reference answer on fintech comparison queries, on Google and inside the AIs, in under twelve months.

Our approach

We applied the four steps of the LUWIZ Method, without skipping any of them.

Diagnosis

A full technical audit (crawl, indexing, Core Web Vitals, JS rendering), an editorial audit of the existing blog, and a mapping of the comparison queries where competitors were cited by the AIs but the client was not.

Foundation

Fixed the blocking technical issues, rebuilt the architecture into use-case silos, and created the first bottom-of-funnel pages structured into citable passages of around 150 words.

Authority

Built the E-E-A-T signal: named author pages, FAQPage + Article + Person structured data, a published llms.txt, and targeted link building on specialist finance media.

Steering

Monthly tracking of Google rankings, AI citations and AI Overviews via the dashboard, with two full reports a month tying every action to the pipeline generated.

The tipping point was reconciling SEO and GEO. Rather than treating Google visibility and AI visibility as two separate projects, we built every page for both surfaces at once. A comparison page ranking well on Google became, by design, a source ChatGPT could cite. That logic — one foundation, two surfaces — is what shapes the whole engagement.

What the engagement changed

Beyond the traffic, what really changed was lead quality. The bottom-of-funnel pages captured an already-mature intent: inbound demo requests regularly mentioned having "seen the product recommended by ChatGPT." The client moved from an anecdotal organic channel to a structuring acquisition source, with a cost that drops over time — where paid advertising pays top dollar for every click.

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