Money 20/20 USA: Middesk wows with trust campaign

At Money 2020 USA, the company showcased how its Trust Club campaign blends brand narrative, lead capture and community-building to support growth. For marketers in regulated industries, it’s a case study in turning product features into emotional hooks.

“We realised we wanted to land a narrative of trust,” said Kate Young, Event Marketing Manager at Middesk in an interview with Financial Promoter.

“Business identity is often an afterthought. We care about making it a discipline worth focusing on.”

The Trust Club campaign includes a microsite built with AI, gamified swag, a virtual book on trust, and paid LinkedIn ads.

It’s designed to attract prospects who care about onboarding, compliance and risk. A mini-event is planned for November, with plans to grow the Trust Club into a formal community.

Middesk’s product pulls from 140 data sources and claims 100 percent coverage of US businesses. “We go and get that data directly,” said Young.

“We can service this as soon as it hits the state’s financial portal.”

That speed helps small businesses access financial services earlier, bypassing delays that were more commonly associated with legacy aggregators.

The company sells to fintechs, lenders and marketplaces that need reliable onboarding. “Instead of KYB, we’ve changed that to ‘know every business’,” Young said.

Real-time KYB data is increasingly seen as essential for fraud prevention and compliance. According to Finextra, firms that automate identity checks reduce onboarding time by up to 70 percent. A recent MVSI report found that poor data quality remains a top barrier to KYB compliance.

Middesk has already raised $57 million in Series B funding and has expanded its customer base across major fintech platforms. Its marketing strategy is helping it translate technical capability into commercial traction.