Uncapped:
Business Finance
Learn how I doubled revenue and reduced CAC by 33% at Series A fintech, Uncapped, in just 9 months.
Through rapid market-fit testing, data-driven strategic decisions, high-performance team building, and a focus on scalable channels, I transformed Uncapped to fuel growth across Europe and the USA.
Background
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Uncapped, a Series A fintech specializing in revenue-based financing, faced challenges in scaling due to shifts in the e-commerce and lending markets.
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These changes led to rising customer acquisition costs (CAC) and a weakening product-market fit.
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The company required a more scalable marketing approach, one that could optimize its channels, reduce CAC, and accelerate revenue growth efficiently.
Challenges
Market disruption
Economic changes and evolving market conditions had weakened Uncapped's original product-market fit, requiring a pivot to continue scaling
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High acquisition costs
Paid media activities were becoming inefficient, inflating acquisition costs and reducing profitability.
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Global expansion
Uncapped’s ambitious goal to expand across Europe and the USA required market-specific strategies, but the existing marketing setup wasn’t equipped for rapid global growth.​​​​
Data-Driven Marketing
I analyzed sales data, customer feedback and performance metrics , identifying a new higher-potential SaaS segment.
This allowed us to refine our positioning, test new products for traction, establish feedback loops and effectively target less risky firms with high LTV. ​​​
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Channel Optimization
I cut inefficient paid media spend by 30% and redirected resources into high-ROI channels like SEO, content marketing, and LinkedIn ads.
By optimizing audience targeting and increasing organic traffic, we drove 80% of revenue from these more cost-effective channels, significantly lowering overall CAC.
Team Optimisation
I quickly restructured the marketing team, bringing in content, performance marketing, product marketing and technical SEO expertise.
All activity was set with clear KPIs tied to revenue growth and CAC reduction, ensuring a focus on measurable outcomes across key channels.
Localized Campaigns
I developed localised GTM plans for the US, UK and the EU using sales, advertsing and customer feedback to adjust messaging and targeting.
Campaigns focused on the needs of regional ICPs and buyer personas, providing rapid growth in these key markets.
Strategy & Execution
I used performance data to refine our product-market fit, focusing on high-impact, scalable channels. Simultaneously, I built a high-performance marketing team to execute a cost-efficient strategy that accelerated growth and reduced CAC.
Key Results
2x Revenue Growth
Within 9 months, I helped double Uncapped’s revenue by focusing on high-growth, low-risk segments and optimising acquisition.
33% CAC Reduction
By analysing customer segments and reallocating spend toward organic channels and high-ROI paid activity, we reduced CAC by 33%.
Future-fit Team
The newly structured remote employee & freelance team delivered fast, effective execution, consistently hitting and exceeding growth targets.
Why my approach worked
By leveraging data, building agile teams, and optimising scalable channels, I ensured Uncapped achieved rapid, sustainable growth while controlling customer acquisition costs.
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​Data-Driven Decisions
I used CRM data, economic trends, and advanced analytics to target high-value, low-risk segments. By leveraging customer scoring models, I focused on growth opportunities with the highest potential for conversion.
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Agile Leadership & Team Building
I built an agile, cross-functional marketing team capable of rapid testing and execution. This approach allowed us to pivot quickly in response to market changes, ensuring seamless execution of marketing tactics.
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Scalable Channels
I prioritised organic growth through SEO and content marketing while optimizing paid channels with precision targeting. This focus on scalable, cost-effective channels drove sustainable growth.
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Managing CAC with Precision
I established feedback loops from paid campaigns to quickly optimize performance, combining technical analysis with creative experimentation. By aggressively scaling organic channels early, I reduced dependency on paid media, cutting overall acquisition costs while maintaining growth.
My career in numbers
100%
Success rate
20
Years of marketing
6
Startup journeys
2
Founder exits
More success stories...
I have a decade of successful fintech and B2B SaaS growth projects delivered.
My approach works.
3x Revenue
Series A - fintech
B2B/2B Pensions
c. £3m ARR
UK
Pivoted from B2C->B2B & B2B2B via accountants.
Hired and trained new team & agencies in B2B demand.
60% CAC drop.
2x Revenue Target
Private Equity - SaaS
B2B, Recruitment, CRM
c. $20m ARR
UK, EU, APAC
Adapted ICP, demand engine, content for global markets.
Hired 20+ across marketing, inbound SDRs & interns.
Supported Successful PE sale.
10x Customers
Private - fintech
B2B2C, Banking, BaaS
c. £30m ARR
UK, EU
Full rebrand, demand engine, use cases & verticals.
Digital ABM & PR successes.
Hired new marketing team and ramped performance culture.
$0 -> $188m
Public - fintech
B2B2B, Payments, Banking
c. £50m ARR
UK, USA, SA
Launched the fintech platform.
Successfully proved banking, lending & payments use cases
Platform now 11% of revenue and a a $188m business.
How I accelerate growth at startups
As a fractional CMO, I uncover, tackle and overcome founders and VCs key growth hurdles.
You get the immediate experience and network of a 20 year, six startup, fintech and software marketing leader without the cost, risk or delay of an executive hire.
Services
Growth & marketing strategy
Positioning, messaging & targeting
GTM planning & execution
Content strategy, process & creation
Outbound strategy & RevOps
Building performance teams
Product marketing fit testing
Tooling, data, AI & Automation
"Julian built the most effective marketing team I have worked with in my career."
Roberta Rampazzo
MD of Account Management
Contis / Solaris