Hey there!

This month I’m shining a light on what it really takes to sell into community banks and why so many fintech founders get it wrong.

I sat down with Brian McEvoy, Chief Retail Banking Officer at Webster Five and a seasoned community banking leader, to hear his perspective on how fintechs can earn trust and stand out. trust and stand out.

Let’s dive in.

Think Community Banks Aren’t Buying Tech? Think Again

There’s this common belief floating around in fintech circles that community banks don’t buy technology. That they’re too small, too slow, too cautious. 

The reality? Very different.

I had the chance to sit down with Brian McEvoy, a community banking leader who sees firsthand how these banks operate and make decisions. As he put it, “In the absence of a clear message, people make up their own. And the reality for us is  very different than the narrative that has formed about community banking.”

So let’s set the record straight. 

Community banks are nimble by nature

Community banks have a reputation for being stuck in the past, but Brian sees it differently. These banks know their customers and their markets better than anyone. They already compete with regional and national players every day. 

Brian shared his own experience:

The takeaway? These banks don’t say yes to everything, but when the fit is right, they’re quick to act.

Not all banks are the same

This is where many fintech founders trip up. Too often, they assume that “a bank is a bank.” But every institution is different. 

Brian explained, “Banks come in all sizes and shapes and flavors. Even community banks have very different focus areas and needs.” Some community banks skew more consumer-focused and prioritize mortgage lending; others are more commercial-oriented. Still others serve very specific geographic communities or market niches – such as medical professionals, attorneys, or the wealth market.

So before you send another pitch, take the time to figure out who they really serve and what their pain points are.

The partners that stand out

When I asked Brian about the fintech partners he’s most excited about, he didn’t hesitate to share a few examples that have made a meaningful impact.

He talked about Spiral, which helps banks enable customer-driven charitable giving and savings goals inside the digital banking experience. As he put it, “They offered us the opportunity to really put a definition around community. It’s fully embedded in our digital banking experience and it adds a charitable giving element to our offering .”

He also called out Lemonade LXP, which helps deliver microlearning and gamified training for bank employees. “Who has time for scheduled training? Having microlearning opportunities and gamification, especially with a younger employee base, is a great fit for us.”

And finally, he highlighted Lenders Cooperative, which provides a digital small business lending platform. “It gives us a turnkey digital application for small business owners who don’t have time to come into a branch. It levels the playing field for community banks with non-bank lenders.”

What stood out in all of these examples is that the solutions met real needs, worked within his team’s capacity, and fit their brand promise of serving the community.

Storytelling matters

Brian also pointed out something fintechs tend to miss: community banks often don’t tell their own stories very well. Many are modernizing, adding digital tools, and finding creative ways to serve their communities. But they’re not shouting it from the rooftops.

That creates an opportunity for fintechs who can help tell that story alongside their solution.

Keep your expectations grounded

One of the more candid moments in our conversation was when Brian talked about budgets and decision-making.

That doesn’t mean they aren’t willing to invest. It just means they’re careful. And it means you have to show up prepared.

Why this matters

Community banks aren’t a fallback option. They’re deeply embedded in their communities, eager to compete, and ready to innovate. But you have to do the work to earn their trust.

Big thanks to Brian for sharing his perspective and reminding us that community banks are still very much in the game. If you’re a founder thinking about how to reach them, take a step back, do your homework, and approach them like the unique institutions they are.

Because they’re listening.

Practical GTM Strategies: Stop Selling, Start Matching

One of the biggest mistakes fintechs make with community banks is treating sales like persuasion. You don’t need to talk a banker into buying tech. You need to show them it’s the right fit for their institution.

Instead of pushing your solution, focus on matching their specific priorities and risk appetite.

How to shift from selling to matching:

• Research their unique customer base and market niche (commercial, mortgage-heavy, etc.)

• Align your pitch with their stated mission and brand promise

• Be ready to walk away if the fit isn’t there because scarcity builds credibility

• Position your product as a complement to their strategy, not a replacement for it

Community banks do buy tech. But they don’t buy hype. They buy when it feels like the natural next step for what they’re already trying to achieve.

Sales & Marketing Tips: Make Your Value Obvious

Bankers have heard it all. They’ve seen enough vendors overpromise and underdeliver to make them wary of vague claims. If they have to squint to see your value, you’ve already lost them.

What works? Proof.

How to make your value crystal clear:

• Lead with measurable business outcomes they can relate to

• Use specific examples of impact at other FIs

• Highlight testimonials and case studies with real metrics

• Illustrate a clear before-and-after story for their staff or customers

• Avoid fluffy buzzwords, be direct and concrete

Your audience is trained to spot risk. Show them that your product delivers real results for people just like them. Take the guesswork out of the equation.

Partnerships & Collab Corner:

Big things are brewing with two of my favorite collaborators. Holly Glowaty (UniFI Group) and I are cooking up something bold for the GTM world. And with Mariana Carvalho (Women in Technology Publication), I’m working on a project that’s been a life goal and a dream come true.

The details? Not spilling the tea just yet. You’ll want to stick around for this.

Where I’ll Be: August Events

August is the perfect mix of recharging and reconnecting with industry leaders.

🍀 August | Ireland
I’m taking a much needed holiday with my family to ride trains, road trip through Ireland, and enjoy some slower moments. I’ll also catch up with Jill Robb of AttainX while I’m there.

💡 August 18–20 | Point Clear, AL
I’ll be joining the Conductiv team at the VISION Conference of Ideas and Innovation, a forward-looking event for credit union and fintech leaders. With TED-style presentations, interactive idea-sharing, and innovation exercises, it’s designed to spark bold thinking and practical takeaways.
Event Info →

 What’s Next?

• Tell Me What You Think: I’d love your feedback and comments. Hit “reply” and share your thoughts.

• Next Issue: Spotlighting a startup putting people over profits.

• In Every Issue: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration Updates 

That’s it for this issue of Maven Mindset. If you’ve been searching for a strategic partner who’s not afraid to cut the fluff, look no further.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.