Driving growth and shaping digital strategy in the UK
SurePay is the pioneer behind the IBAN-Name Check, also known as Confirmation of Payee in the UK, a cutting edge solution designed to safeguard digital payment transfers against APP scams and misdirected payments. As a Digital Marketer at SurePay, I played as the main role in increasing the company’s brand awareness in the UK market, creating and executing data-driven strategies to generate MQL increase online visibility, and drive engagement
Challenges
In the Netherlands, SurePay dominates the IBAN-Name Check market. However, in the UK, CoP became a regulatory requirement, meaning that Payment Service Providers in Group 1 and Group 2 were mandated to implement it by specific deadlines:
Unlike in the Netherlands, SurePay entered a more competitive and saturated UK market, where multiple providers offered CoP solutions. This created the challenge of establishing brand awareness and differentiation in an environment where SurePay was not yet the dominant player.
Strategy
One of the biggest barriers we identified was the lack of clarity around the regulatory mandate. Many PSPs were unsure about the implementation process, timelines, and the risks of non-compliance. To address this, I developed a multi-channel marketing strategy that positioned SurePay as the go-to expert for CoP compliance while leveraging its strong reputation in the Netherlands.
The focus was on educating and engaging decision-makers through high-value content, lead generation campaigns, and personalised outreach. This included thought leadership pieces that simplified complex regulatory information, targeted campaigns to nurture and convert prospects, and competitor research to fine-tune our messaging and highlight SurePay’s unique strengths.
Solutions
To establish SurePay’s authority in the UK market, I created educational content that clearly explained the CoP mandate, the steps for implementation, and the consequences of missing deadlines. I developed lead magnets such as whitepapers and blog content, ensuring SurePay became a trusted resource for banks and building societies navigating the regulatory landscape. Additionally, I contributed to the development of webinar materials to provide PSPs with a structured roadmap for compliance.
To further increase our conversion efforts, I created targeted landing pages tailored to different segments of our audience, ensuring that messaging aligned with their specific needs and concerns. These pages provided clear, actionable information, guiding prospects towards engaging with SurePay’s solutions.
Alongside content marketing, I worked on personalised campaigns to engage and convert high-intent prospects, helping turn awareness into actionable leads. By optimising our marketing workflows, I also ensured a smoother lead management process, improving engagement and conversion rates. These combined efforts helped SurePay strengthen its market presence in the UK and gain recognition among financial institutions preparing for the regulatory deadline.
Blogs
Confirmation of Payee solution for PSPs
This blog explores how PSPs can prepare in time, the latest updates from Pay.UK, and the importance of choosing the right CoP vendor.
The simple approach to CoP implementation
This blog addresses how SurePay helps firms implement Confirmation of Payee solutions to meet regulatory mandates and combat APP fraud.
Developer Portal with API documentation
I co-wrote this blog about SurePay’s Developer Portal, the go-to resource for API documentation, testing, and seamless integration of the Confirmation of Payee solution.
Gemeenten voorkomen fraude en fouten met IBAN-Naam Check
In this blog, I discuss how Dutch municipalities prevent fraud using SurePay’s IBAN-Name Check.
Hoe voorkom je bouwdepotfraude?
Read about how mortgage lenders can prevent construction deposit fraud using the IBAN-Name Check, stopping fraudulent payments before they happen.
Whitepapers
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![CoP for PSP]()
Confirmation of Payee solution for PSPs
This whitepaper is targeted towards PSPs in the UK and is written in sequence with the email campaign, blog, and LinkedIn post.
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![CoP for building societies]()
Confirmation of Payee for Building Societies
This whitepaper is aimed towards our UK market targeting Building Societies prospects, turning them into MQLs.
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![CoP brochure]()
Confirmation of Payee for Group 2
Updating the content for the Confirmation of Payee brochure and creating an email campaign
What I did & where I did it
What I did & where I did it
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