Have you ever had a taco?

The perfect blend of crunchy, soft, meaty goodness.

What makes a good taco? According to Google:

• Meat (pork? Something else??)

• Seasoning

• Toppings (lettuce, tomato’s, salsa, sour cream, guac, jalapenos is a must btw)

• Cheese

• The taco itself

One of the first mentions of the term ‘taco’ comes in an 1836 Mexican cookbook. Little did Antonia Carillo know that nearly 200 years later, I’d be referencing his work in an article that helps people sell things for lots of money.

That’s just the way the taco… crunches???

(sorry)

Today’s article is Mexico themed 😄 why? Well..

Santander has started operating in Mexico with the launch of a website, app, and TONNES of offers.

This presents a significant opportunity for fintech outsourcing, particularly in reaching the country's unbanked population.

Here’s your Mexico themed dressings for today:

🪇 = bullet points

🌮 = hot tips

🌯 = find the secret burrito (if you do, reply with a screenshot and you’ll get featured in the next article)

The Source: What We’ll Cover

🪇 What: An in-depth look at Santander's Openbank expansion into Mexico.

🪇 Who: Key stakeholders involved in this initiative.

🪇 Where: Focus on operations within Mexico.

🪇 Why: Exploring the motivations behind this move + opportunity for service providers.

🪇 How: Opportunities for digital & tech outsourcing leaders to work with Santander.

✨TL;DR✨

The boiling point was driven by a few factors..

• Financial Inclusion: Mexico has a large unbanked population, providing a significant market for accessible banking services.

• Digital Transformation: Santander aims to position Openbank as a leader in fully digital banking solutions.

But what next? And how can your business capitalise?

The 5 Step Playbook

to work with banks who have just launched in a new market

1. Figure out who the prospect is.

• Who:

  • Santander Mexico, OpenBank Mexico

• Decision Makers to Engage:

  • COO (6 months in role)

  • CCO (8 months in role)

  • Head of Growth (active on LinkedIn)

  • Director of Business Development (6 months in role)

Their Goals?

• Capture the unbanked population in Mexico.

• Build trust with first-time banking customers.

• Scale operations rapidly while maintaining high customer satisfaction.

Their needs?

🌯 The Ingredients [Technology and IT]:

• Mobile apps.

• Data infrastructure & analytics.

• Scalable digital banking infrastructure.

👩🏻‍🍳 The Chefs [Back & Front Office]:

• Skilled operations teams to manage onboarding and transaction processing.

• Product growth experts.

• Marketers.

🍽️ Service Staff [Customer Support]:

• Multilingual 24/7 support for high-volume digital banking queries.

• Account managers for affluent or high-value clients.

2. Figure out the prospects ‘why’

Santander want to..

• Establish a foothold in a largely underserved segment.

• Modernize banking operations while capturing new customers.

This is gold for your offer to them.

But how do we know they even want help? Well..

🛎️ They are hiring.
In the past month, Santander posted 53 job roles on LinkedIn:

• iOS / Android developers

• Big data engineers

• QA testers

• Finance / Accounting roles

• Customer Services

• IT

• Product

3. Figure out your positioning.

Who are well positioned to help the prospect?

Outstaffing companies

• With strong social proof in ‘perfect’ fit talent placement.

Outsourcing companies

• Who provide Customer Experience process management and consultation services.

4. Figure out your offer to the prospect.

Focus on your ability to provide the below in demand talent:

• New product growth marketers

• Accounting experts who can handle surges of volume

• EA's for new Mexico leadership hires

• Customer service helpdesk for new volume

• Technical (devs & data) to build products and maintain

Your pitching offer can be hybrid..

Talent.

• Specialist roles like devs, hand placed with white glove service

Blendshoring.

• Customer service to support the existing back office, and product marketers, accounting and finance (offshore)

• EAs locally to support leaders (onshore)

Consultation.

• CX solutions to personalise the OpenBanking products

• Data analysts to measure product growth

• Marketers to run new product campaigns

5. Outreach to decision makers

I’ve used the below process to book 10 calls in the past month.

1. Open the company profile of your ideal client on LinkedIn

2. Go to ‘People’, then click on view decision makers (use Sales Nav):

3. Filter to ‘recently posted’ on LI using Sales Navigator:

4. Genuinely engage with content. Add value, insight, question, or opinion:

5. Personalise + send connect requests. You need to be in the circle:

6. Post pain solving content. Hint: it's getting finance, accounting and dev experts to start FAST and roll grow their products. Use this content post of mine as inspiration for how to structure it. Kyle of Talent Hackers also posted an extremely valuable piece which I love too

7. Personalise + send DM. You could share an article, a case study on a prev bank that has scaled in another market or ask for their feedback:

If you want help reaching out to bank decision makers, let me know. I spent 12 years in & around them. Book a call!