Fintech · Spain · GenToo · 2026
Taking a Regulated Fintech to Market From Zero
Positioning, campaign landing pages, ad creative and the measurement layer behind GenToo’s launch in Spain: an earned-wage-access neobank going to market from a standing start, in a category where every claim has to be defensible.
GenToo is a Spanish neobank built around earned-wage access: employees draw the salary they have already worked for, before payday, with a Visa debit card attached. We came in before launch, with no campaigns, no landing pages and no measurement in place. This is the launch engagement, the positioning, the creative, the pages and the tracking, built so that the spend that follows can actually be judged.
Results
Ad creatives shipped
Campaign landing pages
Creative angles
Ad campaigns launched
Production releases merged
Spanish creators shortlisted
The Challenge
A product people would misread as debt
Earned-wage access is easy to describe and easy to describe badly. Put it carelessly and it sounds like a payday loan, which is the single worst association a regulated consumer-finance brand can pick up in Spain. Put it too cautiously and nobody understands what the product actually does.
GenToo was also starting from nothing: no campaigns running, no landing pages, no creative library, and no working measurement, so even a good first week would have been invisible. Ad platforms treat financial services strictly, so every claim had to be defensible before it went anywhere near an ad account.
Our Approach
One line, three angles, three pages
Everything starts with the positioning. We landed on “Es tu sueldo. Solo que antes.”, it is your salary, just earlier. That one line moves the product away from borrowing and toward access to money already earned, which is both the truthful description and the compliant one. It became the spine of the campaigns, the landing pages and the ad copy.
From there, three creative angles, each with its own campaign landing page: tu-salario-antes for the core proposition, las-facturas-no-esperan for the moment the bill lands before the payslip, and no-te-lo-pierdas for the launch offer. Three campaigns ran against them: six lifestyle creatives covering problem, neutral and celebration states, five product and comparison creatives setting GenToo against a traditional bank loan on approval time, fees and features, and a €500 first-users sweepstakes in 9:16 story format with a refer-a-friend mechanic.
Underneath all of it, the measurement layer: five releases merged into GenToo’s production codebase covering PostHog product analytics, cookie-consent handling, GTM dataLayer conversion events, the landing pages themselves, and inline email capture. Alongside the paid work we ran a Spanish UGC creator programme, sourcing, shortlisting, briefing and production management with Spain-based native-Spanish creators.
What Shipped
A launch built end to end
Three campaign landing pages went live, one per creative angle, each written to continue the ad that sent the visitor there and to capture the email address on the page rather than bouncing someone to an app store. Seventeen creatives shipped across three campaigns: six lifestyle executions covering problem, neutral and celebration states, five product and comparison pieces setting GenToo against a traditional bank loan on approval time, fees and features, and a €500 first-users sweepstakes built for 9:16 story placements with a refer-a-friend mechanic.
Underneath the campaigns sits the part most launches skip. Five releases went into GenToo’s production codebase covering PostHog product analytics, cookie-consent handling, GTM dataLayer conversion events, the landing pages themselves and inline email capture. Alongside it we built the Spanish creator pipeline, shortlisting 11 Spain-based native speakers across 33 sample clips and handling briefing and production.
What we did
The work, broken down.
Positioning & USP
The line the whole launch hangs on: “Es tu sueldo. Solo que antes.” It reframes earned-wage access away from lending and toward money the employee has already earned, which matters enormously in regulated consumer finance.
Three campaign landing pages
One page per creative angle (tu-salario-antes, las-facturas-no-esperan, no-te-lo-pierdas), each written to continue the ad that sent the visitor there, with inline email capture on the page.
17 ad creatives, three campaigns
Six lifestyle creatives across problem, neutral and celebration states, five product and comparison creatives, and a €500 first-users sweepstakes in 9:16 story format with a refer-a-friend mechanic.
Analytics & conversion tracking
Five branches merged into GenToo’s production codebase: PostHog product analytics, cookie-consent handling, GTM dataLayer conversion events, the landing pages and inline email capture.
Spanish UGC creator programme
Sourcing, shortlisting, briefing and production management of Spain-based native-Spanish creators, so the brand speaks in the register its market actually uses.
Compliance-aware creative
No overpromising, comparisons kept concrete and checkable, and a licensed-partner trust layer on the site: Visa, Tink, ConnectPay, Experian and Wallester.
“Es tu sueldo. Solo que antes.” One line that moves the product out of the debt conversation and into the one it belongs in.
Creative Angles
Three angles,
three audiences.
Getting paid before payday is a new idea in Spain, so the first job is recognition, not persuasion. We built three separate angles, each written for a different reason someone would open the app. Switch between them:
For the month that runs out before the salary does. A bill, a repair, a deposit that will not wait until the 30th. The ad names the moment first and the product second.
Comparison
The comparison play.
Regulated finance punishes vagueness. You cannot win the tap with a promise, so the creative wins it with a table: GenToo next to a traditional bank loan, approval time next to approval time, fee next to fee, feature next to feature.
These five are dense on purpose. Someone deciding whether to connect a fintech to their salary reads before they act, and every line on the slide is one the product can stand behind. That is also why they get a full carousel here instead of a filmstrip. They are meant to be read, not glanced at.
Named on the work
Licensing and infrastructure partners get named rather than implied. In this category, a specific name does more work than an adjective.
Launch Campaign
The €500 sweepstakes.
To bring in the first users we ran a sweepstakes for early sign-ups: one €500 prize plus five cash prizes, built as a set of vertical story creatives.
The mechanic does the recruiting. Invite a friend and you both go into the draw, which turns one download into two. Around it, the set covers the reasons to move now: two ways to win, spots running out, and a four-step explainer that walks someone from download to prize without leaving a question open.
Worth saying plainly: the creatives shown here are the English versions. The campaign itself runs in Spanish, for the Spanish market.
Campaign landing pages
One page per angle, not one page for everyone.
Each ad lands on a page that continues the sentence it started. The neutral angle opens on the proposition, the problem angle opens on the bill that will not wait, and the celebration angle opens on the moment worth saying yes to. Same product, three different first paragraphs.
The email address is captured on the page itself rather than handing the visitor to an app store and hoping they come back. Scroll any of the three, and switch between them.
The creator programme
Casting a Spanish voice, not a translated one.
A brand speaking to Spain has to sound like Spain. We sourced and vetted creators across the country, reviewed every sample clip, and shortlisted eleven native speakers with the language range the market actually needs, including Catalan and a rioplatense option for the large Argentine community. Briefing and production management sit with us.
Engineering
Built to be measured.
A launch you cannot read is a launch you cannot fix. So before the campaigns went out we built the measurement layer: five branches written by us and merged into GenToo’s production codebase, so every decision that follows has evidence under it.
01
Product analytics
PostHog wired into the product, so what happens after the click is observed rather than assumed.
02
Cookie consent
Consent handled properly at the front door, so the tracking that runs is the tracking the visitor agreed to.
03
Conversion events
A GTM dataLayer with named conversion events, so the ad platforms are optimising towards something real.
04
Campaign landing pages
Dedicated pages for the campaigns, written to continue the promise made by the ad that sent the visitor.
05
Inline email capture
The address is captured on the page itself, instead of bouncing the visitor to an app store and hoping they come back.
Five branches, merged. Marketing work that ships as code, reviewed by the client’s own engineers.
Next chapter
The performance chapter is being written.
The campaigns are live, the pages are live, and the measurement layer is in place to judge them properly. As the paid programme matures we will publish the performance side of this story here: what the angles cost, which creative carried the weight, and what a registration actually takes in this category.
Results from the PPC launch, coming soonFrequently asked
Can you advertise a regulated financial product on Meta and Google?
Yes, within limits that are tighter than almost any other category. The work is in the claims: no promised outcomes, no implied credit where none exists, comparisons that are concrete and checkable, and a visible trust layer naming the licensed partners behind the product. For GenToo that meant leading with “Es tu sueldo. Solo que antes.” rather than anything that could be read as a loan offer.
How do you launch a fintech brand with no audience and no data?
Start with the positioning, then build enough variation to learn quickly. GenToo launched with one core line, three creative angles, a matching landing page for each, and 17 creatives across three campaigns, with analytics in production from the first day so the opening weeks of spend teach you something instead of disappearing.
What does a launch engagement actually include?
For GenToo: positioning and USP, three campaign landing pages, 17 ad creatives across three campaigns, a Spanish UGC creator programme, and a measurement layer merged into the client’s own codebase covering product analytics, cookie consent, conversion events and email capture. Strategy and shipped code, not a deck.
What results should you expect in the first weeks of a fintech launch?
A launch engagement is positioning, creative and the plumbing that makes later spend judgeable. For GenToo that meant the USP line, three creative angles, three campaign landing pages, 17 creatives across three campaigns, a Spanish creator pipeline, and analytics, consent and conversion tracking merged into their production codebase.
Do you work in Spanish, or translate into it?
We work in it. The campaign lines, landing pages and ad copy were written in Spanish rather than translated into it, and the UGC creators are Spain-based native speakers. In regulated finance the difference between written-in and translated-into shows up immediately in how trustworthy the copy reads.
Services Used
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