Mintos × RevSculpt, Partner-Acquisition GTM

The opportunity

Mintos grows by adding lenders to its marketplace. Every new onboarded originator increases loan supply, which increases investor volume. The mandate is a repeatable engine to source, qualify, and win onboardable lenders across three asset classes.

~60–68

Lending companies live on the Mintos marketplace today (public disclosure).

~31

Countries currently represented on the supply side.

Asset classes to expand into: Loans, Bonds, Real Estate.

Coverage of the target market today ~60–68 live lenders vs. each layer

Global TAM · alt/fintech lenders of onboardable profile ~5,000+ worldwide [EST]

~1.3%

SAM · EU + Indonesia + South Asia, right profile + scale ~1,000–2,000 [EST]

~4%

Reachable-now SOM · already on competing marketplaces, recently funded, newly licensed ~300–500 [EST]

~16%

Even the tightest layer — the reachable-now hot list — is roughly 84% untouched. TAM and SAM figures are directional estimates for framing; the real numbers come out of the Phase 0 list build.

This is not a product-sale motion. Every new lender onboarded compounds into more supply on the marketplace, which is the input Mintos’s investor demand keeps outrunning. We build the supply-side pipeline that unblocks that growth.

The core insight

One buying condition unlocks the entire supply-side motion. Everything we track is a proxy for that condition.

A lending company becomes a target the moment it needs liquidity to grow its loan book faster than its own balance sheet allows. Every signal in the engine is a proxy for “this lender is hitting the funding wall.”

The sharpest signalCompetitor rosters are public and pre-qualified

Lenders already listed on competing loan marketplaces are the fastest and cheapest signal in the entire play. Their rosters are public. Competing marketplaces have already vetted these lenders for the exact criteria Mintos onboards on: a real loan book, audited financials, and enough scale to matter. Scraping those rosters gives us a pre-qualified target list Mintos can assemble in a week.

Why this worksPeer-to-peer capital conversation

We are not selling a product. We are opening a funding channel conversation with a CFO or Head of Funding who is actively looking for capital. That conversation is welcome at C-level, unlike a product pitch. It is why cold calling Tier 1 works here in a way it does not for most B2B SaaS.

Three ICPs, one motion

Mintos is expanding from loans into a multi-asset marketplace. The supply-side ICP splits into three, each with its own buyer, geo weight, and signal set. The core motion (signal → enrich → multi-channel → funding conversation) is identical across all three.

ICP #1 · CORELoan Originators

Alternative and fintech lenders that originate their own loans (consumer, SME, BNPL, car, invoice) and want to fund the book faster than their balance sheet allows.

Sub-segments: consumer, SME, BNPL, car, invoice, mortgage
Buyer: CEO, CFO, Head of Funding / Treasury / DCM
Geo: EU core, Indonesia (OJK-licensed), South Asia (India, Bangladesh, Pakistan)
Angle: a funding channel, not a product

Mintos’s core supply side 3–4yr operating history Audited financials

ICP #2Bond Issuers

Companies that want to raise debt capital by issuing bonds distributed to Mintos’s retail investor base. Sits below the size or speed traditional bond markets serve well.

Sub-segments: growth-stage fintechs, mid-market SMEs, RE issuers, repeat issuers
Buyer: CFO, Head of Capital Markets, Treasury, Corporate Finance
Geo: EU-weighted (regulatory fit is cleanest inside Mintos’s home regime)
Angle: corporate-finance conversation, not a listing pitch

EU core Confirm issue-size band with Mintos

ICP #3Real Estate Originators

Real estate companies, developers, and property originators with projects or income-producing assets needing capital.

Sub-segments: residential developers, buy-to-let operators, bridge lenders, mixed-use developers, PropTech platforms
Buyer: Founder / MD, CFO, Head of Capital Markets
Geo: EU (regulatory footprint is Europe-centric)
Angle: project-financing / capital-partner conversation

EU-weighted Confirm RE structure with Mintos

ICPs #2 and #3 depend on Mintos’s confirmed bond mechanics (issue size, risk bar) and RE structure (equity vs debt, target markets). We lock these before scaling spend on either. ICP #1 is proven, largest, and ready to scale immediately.

Market sizing

Bottom-up estimates, because this market is countable. All figures are directional [EST]; the real numbers land as the scraping and directory pulls complete. We lead with the method, not the number, because a fintech at Mintos’s scale will pressure-test the TAM.

~5,000+

TAM (global) [EST]
Alt/fintech lenders worldwide of onboardable profile.

~1,000–2,000

SAM (EU + Indonesia + South Asia) [EST]
Right geo + profile + scale.

~300–500

SOM (reachable now, “hot”) [EST]
Already on marketplaces + recently funded + newly licensed.

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TAM build blocks

Segment	Universe	Onboardable subset [EST]	How to count it
Already on competing EU marketplaces	~15–20 platforms × 10–60 originators each	~200–350 unique	`Scrape originator pages`
Indonesia — OJK-licensed fintech lenders	~95 (finite; new licenses paused)	~40–70	`OJK public directory`
South Asia fintech lenders (India-led)	hundreds	~200–400	`RBI / NBFC + fintech lists`
EU non-bank / fintech lenders (off-marketplace)	thousands	~300–800	`Funding databases, national registers`

The Indonesia sub-list is particularly clean: OJK maintains a public directory and new fintech-lending licenses are paused, so the universe is finite and knowable. That is a decisive advantage for a market-entry motion.

Partner tiers

Not every onboardable lender is worth chasing at the same intensity. Tier 1 is where budget lands first. Tier 2 requires education. Tier 3 stays evergreen. The framework is identical across all three ICPs; only the source lists change.

Tier 1 · win first

Already on competing marketplaces (not on Mintos) + established audited lenders (3–4yr+), scaling / recently funded

~300–500 hot targets

Proven appetite for marketplace funding. Clear the onboarding bar today. Fastest path from first touch to funding conversation to onboarded.

Assemble the Tier 1 hot list in week 1 — the data is public.

Tier 2 · educate + trigger

Licensed regional lenders (OJK, RBI) not yet on any marketplace; EU non-bank lenders new to the model

~500–1,000

Right profile, right scale, right geo. Need education on the marketplace funding model plus a specific trigger (new license, fresh raise, growth milestone) to move.

Slower cycle but larger pool; opens Phase 2.

Tier 3 · nurture / future

Sub-scale or <3yr lenders, no audited financials; adjacent asset classes; higher-risk markets

Long tail

Below today’s onboarding bar or off-strategy. Evergreen light-touch nurture. They become Tier 2 when they clear the bar; some never will and that is fine.

Automated evergreen sequences; zero senior attention.

Start: Tier 1 competitor-marketplace originators. Public rosters make this a pre-qualified list Mintos can assemble this week. Tier 1 is where the first funding conversations land.

The signals

The trigger set that confirms “this lender needs funding now.” Ranked by sharpness. Every account in the engine is scored on which signals are firing this week.

Signal	What we track it on	Sharpness
Already listed on a competing loan marketplace	`PeerBerry, Lendermarket, Esketit, Debitum, Income, Twino, Robocash, Bondora scrapes`	Sharpest
CFO / Head of Funding / CEO follows competitor marketplaces on LinkedIn (2+ overlap = watching the space)	`LinkedIn Sales Navigator + follower scrape on competitor company pages, filtered by title + company type (alt/fintech lender)`	High
Fresh equity raise (Seed – Series B)	`Funding databases + fintech press (DealStreetAsia, e27, Tech in Asia, Inc42, YourStory, Sifted, Fintech Global)`	High
Hiring Head of Funding / Treasury / Debt Capital Markets	`LinkedIn, job boards`	High
New lending license / new-market entry	`OJK (Indonesia), RBI/NBFC (India), EU national registers`	High
Loan-book / origination growth milestone	`News, company announcements`	Medium
New loan product launch (SME, BNPL, auto)	`News, changelogs, site changes`	Medium
Audited financials / credit rating obtained	`Company filings, rating agencies`	Medium

Signals are the targeting layer that feeds the other three channels. Signal fires → account enriched + CEO/CFO surfaced → coordinated multi-touch, weighted by tier.

Four channels, one play

Signals are the targeting layer. LinkedIn, Email, and Cold Call are the reach layer. Weighted by tier so budget flows to what converts.

SignalsThe targeting layer

Track competitor rosters, licensed lender directories, funding events, and hiring signals continuously. Every trigger enriches an account, surfaces the C-level buyer, and routes into the coordinated multi-touch sequence with the right opening angle.

LinkedInFounder-to-founder first touch

CEO or CFO connects with CEO or CFO. Not a job-title spray. Signal-relevant, one line, peer language. The initial pattern-break that gets the email opened.

EmailVolume + personalization

Signal-led first lines. Carries Tier 1 and Tier 2. Human-reviewed, three-touch cadences, verified deliverability. Passes the RevSculpt Inbox gate before every launch.

Cold callingTier 1 accelerator

A funding conversation is high-value and peer-to-peer at CEO / CFO / Head of Funding level. It lands where a product pitch never would. Only for Tier 1 with a live signal; source direct dials during enrichment.

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Orchestration cadence · per Tier 1 account

Day 0

LinkedIn connect

Founder-to-founder with a one-line signal reference.

Day 1–2

Email sequence

Signal-led first line, funding-channel angle, one clear ask.

Day 3–5

Cold call

Once warm. Peer-level funding conversation, not a pitch.

Follow-up

All three

Coordinated across channels until reply, meeting, or clear no.

Tier 2Email + LinkedIn only

Education-led angle. Calls reserved for repliers. Longer sequences with more market context, because these lenders are new to the marketplace-funding model.

Tier 3Evergreen email nurture

Automated light-touch. Zero senior attention. When a Tier 3 account clears the bar (audited accounts, new license), they move to Tier 2 automatically.

We call because it is a funding discussion, not a pitch. A capital-constrained founder or CFO takes that call. That is the entire reason the cold-call layer exists here in a way it does not for typical B2B SaaS.

Message: sell the funding channel

The angle is liquidity. A new, diversified funding source beyond banks and VC, from a large European retail investor base. Fast to access, scales with the loan book. Every opening line ties to a specific signal.

On a competing marketplace

You already fund part of your book through [platform]. Worth adding a European retail base that scales with you?

Fresh equity raise

The equity builds the team; the book still needs funding. Here is a channel that scales with origination.

New license / new market

New license means a new book to fund. Worth a source that plugs in from day one?

Growth milestone (3x YoY)

3x origination is a great problem, as long as the funding keeps up. Here is how to make sure it does.

Bond refinancing window (ICP #2)

Your [year] notes mature soon. Worth a retail-distributed refinancing that is faster than a new syndicate?

New property project (ICP #3)

You just got planning on [scheme]. Worth a capital channel that funds the build faster than a bank drawdown?

Every claim is verifiable before it ships. Copy passes the RevSculpt Inbox gate: Deliverability ≥ 90 and ICP Clarity ≥ 75, both scored in the same pass.

Roadmap

Four phases across the first ~10 weeks. Phase 0 builds the machine. Phase 1 launches Tier 1. Phase 2 opens regional. Phase 3 scales winners and moves Tier 3 to evergreen.

Phase 0

Weeks 1–2

Build the engine

Assemble the Tier 1 hot list: scrape competitor rosters (PeerBerry, Lendermarket, Esketit, Debitum, Income, Twino, Robocash, Bondora), pull the OJK directory, dedupe against Mintos’s current lenders. Enrich company + CEO / CFO / Head of Funding + email + direct dial. Stand up email + LinkedIn infrastructure.

Phase 1

Weeks 2–6

Tier 1 multi-channel launch

Launch LinkedIn + email + cold calling on the Tier 1 hot list. Signal-led sequencing, coordinated across all three channels. First funding conversations land in weeks 3–4. Iterate on copy and opening angles based on reply-rate data.

Phase 2

Weeks 6–10

Tier 2 + regional expansion

Open Indonesia and South Asia with an education-led angle on the marketplace-funding model. Layer in ICP #2 (bond issuers) and ICP #3 (real estate originators) once Mintos’s bond mechanics and RE structure are confirmed. Same motion, wider surface area.

Phase 3

Weeks 10+

Scale winners, evergreen the tail

Double down on the signals and sub-segments producing the most funding conversations. Move Tier 3 into automated evergreen sequences. Weekly cadence with Mintos BD on which sub-segments are converting to onboarded, and rebalance the engine every month.

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What we measure

Lagging · the real KPILenders onboarded and funding live

The number that matters to Mintos’s marketplace. Reported per tier and per signal so budget flows to what actually onboards.

LeadingQualified funding conversations booked

Weekly count of first funding conversations landed with a CEO / CFO / Head of Funding. Cut by tier, signal, and geo. This is what tells us the engine is working weeks before an onboarding shows up.

Every metric is cut by tier and by signal, so we know exactly which sub-segments are converting. Budget follows conversion — no guessing.

Investment

Three tiers, all in € euro, all monthly, no setup fee, no long lock-in. Every tier ships the multi-channel touch, the advanced signals layer, and the GTM context layer — dashboards plus a shared Obsidian knowledge graph of accounts, replies, and learnings, so what we learn on one lender compounds into the next.

Proof · 60-day POC

Prove the signal-to-conversation loop before scaling. One ICP focus, one geography.

€6,000/mo

Best when you want to de-risk the mechanism first.

Loan Originators ICP only, one geography focus (EU or Indonesia)
Multi-channel touch: LinkedIn + Email + Signals routing
Advanced signals layer: competitor rosters + funding events + hiring signals
GTM context layer: pipeline dashboard + Obsidian knowledge graph
Weekly reporting + monthly strategy call
Tier 1 hot list (~150 accounts), fully enriched

Same underlying engine as the higher tiers, half the surface area. Cold caller available as add-on.

Recommended

Multi-ICP Engine

All three ICPs across EU + Indonesia. The version we’d run if you were us.

€10,000/mo

Best when you want the full acquisition motion live from day one.

Everything in Proof, plus:
All three ICPs: Loan Originators, Bond Issuers, Real Estate
Full geography: EU + Indonesia (South Asia in Full Motion)
Full advanced signals stack: OJK / RBI directories, competitor scrapes, hiring, licensing, growth milestones, product launches
GTM context layer with tier-level dashboards per ICP + per signal
Tier 1 + Tier 2 coverage (~500-800 accounts enriched + kept fresh)
Bi-weekly strategy call, dedicated Slack channel

The default recommendation. Cold caller available as add-on when Tier 1 replies warrant it.

Full Motion

Multi-ICP Engine + cold-caller layer + South Asia expansion, all-in.

€15,000/mo

When onboarding capacity can absorb the pipeline.

Everything in Multi-ICP Engine, plus:
Cold-caller layer included — dedicated dialer on Tier 1 hot targets
South Asia geography opened (India NBFC + adjacent markets)
Tier 1 + Tier 2 + Tier 3 nurture (evergreen for the long tail)
Weekly strategy call + monthly executive readout to Mintos leadership
Custom dashboards per Mintos stakeholder (BD, Risk, Ops)

The full four-channel motion, coordinated. Priced to reflect that the cold-caller layer is bundled, not billed separately.

Optional add-ons

Stack on any tier when the calendar or the pipeline calls for it.

Two motions we run per demand, not always-on. Turn them on when they will pay back, off when they will not.

Add-on · Events

Events support

+€3,000/mo (or per event)

Turn each fintech show into pipeline. Attendee + exhibitor list scrape, ICP + role scoring, pre-event outbound with meeting CTAs, on-floor scheduling, and post-event nurture into the always-on engine.

Best for: LendIt Fintech, Money2020 Europe, Finovate, TechSauce Global Summit, Fintech Meetup Latvia. Each show = 6–12 months of compounding pipeline.

Add-on · Cold caller

Dedicated cold caller

+€4,000/mo

A dedicated dialer working the Tier 1 hot list. Signal-triggered calls only (funding raise, competitor-marketplace listing, new license). All-in: rep, phone numbers, dialer, call recording, scripts, verified direct-dial data. EU + APAC-hours capable.

Scope: ~800–1,000 dials/mo, ~80–120 conversations/mo. Targeting CFO, Head of Funding, and CEO at licensed alt/fintech lenders. Included in Full Motion.

Every number in outreach is verified before it ships. All copy passes the RevSculpt Inbox gate: Deliverability ≥ 90, ICP Clarity ≥ 75, both scored in the same pass. Pricing excludes tools that you would own directly (Salesforge/HeyReach seats, verifier credits, phone numbers — passed through at cost or on your accounts).