A Chat with Federica D’Andrea, Global Head of Marketing at Financial Marketplace: Incomlend

Incomlend is a financial marketplace that provides collateral-free funding to SMEs in specific jurisdictions. Our solution allows sellers to receive an early payment for their accounts receivable (invoices) immediately after shipping the goods to their buyers, without having to wait for them to execute the payment.

This process improves cash flow for exporters while stabilizing the supply chain for importers.


What do you think makes this company unique?

I believe that what distinguishes Incomlend is our ability to tailor financing needs with a tech-enabled solution. Simply put, exporters can upload their invoices to our marketplace and have them funded within 48 hours. And it’s not just about the quick turnaround, the IT infrastructure and support we can offer throughout the process is a distinct advantage.


How has the company evolved over the last couple of years?

Following the COVID-19 pandemic, every business had to reinvent itself and become more technologically savvy. At Incomlend, we have been focusing on taking a more technological approach while improving our systems for a better customer experience, with the ultimate goal of making things easy and smooth for our audience.

Finance and technology, as the term implies, can and should be combined to provide a pleasant and easy-to-use platform for businesses’ financial needs.

What can we hope to see from Incomlend in the future?

IT progress is something we are definitely considering. By improving and reinventing some aspects of our current onboarding process, we hope to make businesses as self-sufficient as possible when signing up and selling their invoices to us at a discount.

The goal is to keep human interaction to a minimum and allow trade partners to seek alternative working capital solutions on their own. This will undoubtedly take time and education on our part, but I believe it is doable even with complex financial products.

How is B2B marketing evolving in the current times?

Media buying has become much more expensive in recent years, particularly since the pandemic and the digital revolution, making marketing decisions and strategies more difficult to make. When using a B2B approach, the audience is automatically more defined and narrowed, making it difficult to find a large number of customers.

However, looking at the glass half-full, this could be advantageous in certain circumstances because it allows you to target businesses that meet specific criteria based on your company and product needs. Your reach will be reduced, but if your strategy includes the right sets of attributes and interests, your CPA will be significantly reduced and the quality of leads will be higher.

While we are expanding our services to new geographies and audiences, we are always looking for a diversified marketing strategy that relies on multiple revenue streams. I would personally advise every business to do the same, and in terms of messaging, I like to always keep in mind a B2B2C approach: At the end of the day, we are talking to people, regardless of the nature of the product.