I'm a B2B fintech copywriter and fractional content lead with 10+ years' experience across payments, lending, banking infrastructure, and accounting tech. I've worked with fintechs and scale-ups like iwoca, YouLend, Calastone, SAP Fioneer, MSCI, Nium, Dext, and Zencargo to translate complex financial products into clear, commercially compelling content and to build end-to-end content programs that drive growth. I'm proud to partner with compliance teams, manage external writers, and lead cross-functional teams from discovery to execution. My approach blends strategic storytelling with data-driven optimization (SEO, thought leadership, and audience-aligned messaging) to boost qualified traffic and revenue while maintaining regulatory and brand standards.…

Henry Bell

I'm a B2B fintech copywriter and fractional content lead with 10+ years' experience across payments, lending, banking infrastructure, and accounting tech. I've worked with fintechs and scale-ups like iwoca, YouLend, Calastone, SAP Fioneer, MSCI, Nium, Dext, and Zencargo to translate complex financial products into clear, commercially compelling content and to build end-to-end content programs that drive growth. I'm proud to partner with compliance teams, manage external writers, and lead cross-functional teams from discovery to execution. My approach blends strategic storytelling with data-driven optimization (SEO, thought leadership, and audience-aligned messaging) to boost qualified traffic and revenue while maintaining regulatory and brand standards.…

Available to hire

I’m a B2B fintech copywriter and fractional content lead with 10+ years’ experience across payments, lending, banking infrastructure, and accounting tech. I’ve worked with fintechs and scale-ups like iwoca, YouLend, Calastone, SAP Fioneer, MSCI, Nium, Dext, and Zencargo to translate complex financial products into clear, commercially compelling content and to build end-to-end content programs that drive growth.

I’m proud to partner with compliance teams, manage external writers, and lead cross-functional teams from discovery to execution. My approach blends strategic storytelling with data-driven optimization (SEO, thought leadership, and audience-aligned messaging) to boost qualified traffic and revenue while maintaining regulatory and brand standards.

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Language

English
Fluent
French
Fluent
Spanish; Castilian
Advanced
Italian
Advanced

Work Experience

Interim Content Lead (SEO & Strategy) at iwoca
May 1, 2024 - Present
Lead SEO content strategy for the UK’s largest small business lender; sourced, briefed, and managed a team of four external writers.
Freelance Copywriter & Content Strategist at High Beam Digital
July 1, 2019 - Present
Content strategy, creation, and fractional content leadership for fintech scale-ups and marketing agencies; long-term retainers with YouLend, SAP Fioneer, Payconiq, Colastone, Nium, Finshape, MSCI.
Content Marketing Manager at Zencargo
August 1, 2019 - September 30, 2020
Led end-to-end content marketing; built and managed content team; aligned with sales and product; produced messaging and thought leadership; launched a new website; led a full-funnel content strategy.
Freelance Content Consultant at Zencargo
February 1, 2021 - Present
Continued content work on a freelance basis; ongoing content strategy and execution to support growth.
Content Manager at Dext (formerly Receipt Bank)
December 1, 2016 - July 31, 2019
Developed and executed a global content strategy to drive lead generation and brand awareness; managed an end-to-end website redesign; led a content team and stakeholder alignment; partnered with advocacy team to highlight client success stories.
Content Marketing Executive at Dext (formerly Receipt Bank)
June 1, 2016 - December 1, 2016
Contributed to early content strategy; joined as Campaign Executive then promoted; supported global content output.
Campaign Executive at Dext (formerly Receipt Bank)
March 1, 2016 - June 1, 2016
Early-stage content campaigns; built from the ground up.
Copywriter at Bright Network
May 1, 2015 - February 1, 2016
Created SEO-friendly content and email marketing campaigns; collaborated with UBS and McKinsey to develop employer branding.
Content Marketing Manager / Consultant at Zencargo
August 1, 2019 - September 30, 2020
Full-time Content Marketing Manager Aug 2019 – Sep 2020; freelance content consultant Feb 2021 – present. Spearheaded content across sales, marketing, product, and customer success; managed end-to-end campaigns; delivered a full website rewrite and repositioned product offerings to support growth objectives.

Education

BA (Hons) French & Philosophy – 2:1 at University of Liverpool
January 1, 2009 - January 1, 2013
French language studies at Université Paris IV – Sorbonne
January 11, 2030 - February 24, 2026
BA (Hons) French & Philosophy – 2:1 at University of Liverpool / Université Paris IV – Sorbonne
January 1, 2009 - January 1, 2013

Qualifications

FS Tech Award 2024 – Financial Inclusion
January 1, 2024 - February 24, 2026

Industry Experience

Financial Services, Professional Services, Transportation & Logistics, Software & Internet
    paper Delivering 40% more SEO traffic for iwoca

    Joining leading UK fintech iwoca, I worked with the Head of SEO to revitalise their SEO approach in a competitive and dynamic search market. After a period of inactivity on the SEO side of the business, iwoca was in danger of losing ground to competitors who were investing heavily in search. In what started as a short term engagement, I was able to deliver a measurable increase in traffic, conversions and revenue by expanding their content strategy into more granular topics and capturing new audiences.

    Achievements

    • Defining a new comprehensive content strategy, establishing a content creation process, and producing high-quality content.
    • Increasing qualified traffic, with a 40% increase within 6 months
    • Generating over £300,000 in new loan volumes
    uniE621 YouLend: Award-Winning Thought Leadership
    _Working with leading embedded finance provider YouLend, I was tasked with creating a report that would distinguish them in the market and increase presence among investors and regulators. This became their first 'Impact Report', highlighting how embedded finance improved outcomes for female, minority and regionally disadvantages entrepreneurs, compared with traditional lending, driving significant media coverage._ Featured in Fintech News and FF Finance websites Won FS Tech Awards 2024 Financial Inclusion award Brief To create this, we needed to discover the story behind YouLend's lending book. We engaged Experian to review over 100,000 funding instances to understand their demographics and impact. I was given an Excel sheet of data and breakdowns of various questions, such as instances of female entrepreneurs, time to lending and employment impact. My role was to turn this into a story. The Process By reviewing third-party data from the British Business Bank, the FSB , BVA BDRC and more, I was able to determine that YouLend carried a significant advantage in many areas, including lending to female entrepreneurs as 2X the national average, and over half of their loans going to disadvantaged areas of the country. I also worked with internal data teams to model impact on national GDP and employment per business. Turning this data into a story required an in-depth understanding of their audience, so I worked with internal customer teams to bring out individual case studies that showed the power of YouLend's products, making the piece more personal and impactful. Results On publication, the stats were picked up by a range of publications, including Fintech Times and FF News, and I also turned the report into a winning entry for the 'Financial Inclusion' FStech Award 2024…