Rosefinch is a boutique financial advisory firm specializing in cross-border planning—particularly for UK expatriates living in the United States. The firm bridges the divide between UK and US financial systems, offering both domestic retirement planning and UK/EU financial advice. It’s a uniquely underserved niche—and one that poses significant outreach challenges.

Damien Hanly, an advisor at the firm, has been using FINNY for 6 months as his main mode of business development. 

With an audience that is hard to identify and even harder to engage, Hanly turned to FINNY to help scale personalized outreach and drive growth in a cost- and time-efficient way.

The Challenge: Finding a Needle in a Global Haystack

Finding Rosefinch’s target market—UK expats in the US— poses a unique challenge. Many traditional tools don’t track data around country of origin making it hard to identify prospects at scale.   

“The hardest part of our business is finding the people that meet our niche and conveying the importance of having a US-based individual look after their UK assets.”

Before adopting FINNY, Rosefinch experimented with LinkedIn outreach, blog content, and platforms that allowed them to purchase leads directly. But results were inconsistent, and email marketing hadn’t yet become part of the firm’s workflow.

The Solution: A Daily Workflow Centered Around FINNY

Everything changed when Rosefinch implemented FINNY. Damien and his team began using the platform every day to run campaigns, enrich prospect lists, and monitor engagement.

“We have campaigns running every day—whether it’s monitoring, sourcing, or enriching contacts. FINNY is part of our daily operations.”

The team often builds their own audience lists manually, selecting prospects based on specific demographic and financial criteria. Then they use FINNY’s enrichment tools to acquire verified contact details, followed by multi-touch campaign launches that span geographic areas like Pennsylvania and the broader Tri-State region.

The Results: Consistency, Efficiency, and a Smarter Prospecting Process

While email engagement is challenging in such a niche market, FINNY has provided measurable improvements in structure and efficiency.

“We weren’t seeing strong results from other platforms. FINNY makes it easier to iterate and stay persistent—without wasting hours.”

Campaigns that address the challenges of managing both US and UK assets tend to generate the most responses. Additionally, FINNY has inspired the Rosefinch team to explore new marketing strategies—especially after attending a FINNY-hosted seminar on social media for financial advisors.

“We didn’t understand social media marketing until FINNY invited us to that session. Now we’re creating content consistently.”

Favorite Features: Speed, Enrichment, and Intent Signals

Two FINNY features stand out to Hanly:

1. Intent-based targeting, which helps identify prospects who are already thinking about the kinds of problems Rosefinch solves.

2. Fast, intuitive data enrichment, which has proven superior to other tools Rosefinch had used in the past.

“Enriching prospect data is where FINNY really shines. It’s the quickest and easiest tool we’ve worked with.”

The FINNY Team: Supportive, Responsive, and Constantly Improving

Hanly speaks highly of the FINNY team’s support and development efforts.

“FINNY’s team is incredibly helpful and encouraging. Where the platform is today compared to six months ago is a remarkable leap—and we’re proud to be growing alongside them.”

Advice for Other Advisors: Be Flexible and Follow the Data

For other advisors looking to grow, Hanly emphasizes flexibility and experimentation.

“Adapt. Listen to what’s working. If calling works, call. If niche ‘intent-based’ campaigns work, do that. Just keep steering toward traction.”

“FINNY has become an essential part of our daily operations. It streamlines prospecting, helps us adapt quickly, and keeps us engaged with our niche audience. If you’re an advisor on the fence, just start. You’ve got nothing to lose.”
— Damien Hanly, Advisor at Rosefinch