Hi, I’m Adam Harrison, Senior Vice President of Marketing at Weavr.io, an embedded finance company based in the UK.

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Before I joined Weavr in January 2022, the company had already dabbled in PR, but it became a priority when we raised $40 million in Series A funding. At that point, we were still largely an unknown quantity—despite having secured funding, gained traction, and onboarded clients. With a newly funded company and a whole market to address, we needed greater recognition and awareness. 

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PR became a key vehicle to amplify our story, establish credibility, and drive conversations.

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We knew what our story was (though it’s always evolving), and we saw PR as a way to share it widely, elevate our founders as thought leaders, and help people understand the value of embedded finance for B2B SaaS platforms.

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PR’s Role in Marketing and Growth

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Coming from big US tech, I had worked with PR agencies and in-house PR teams. But moving into a startup, two key questions stood out for me:

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1. Can PR build a pipeline? As part of my role, I need to feed the sales team with warm leads interested in embedded finance. Could PR contribute to that?

2. Can PR be trackable? Part of my background is in performance marketing, where everything is measurable. Could PR show direct impact?

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The answer to both is yes. 

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In terms of pipeline impact, when we have a strong story that taps into industry trends and is well-written—thanks to the PR professionals we work with—we see real traction. People actively reach out, asking to talk to Weavr. I can literally hear the Slack notifications go off as new form submissions come in.

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On the second point, we see clear spikes in traffic and interest when we execute PR well. When measuring top-line impact, we track traffic to our website, assess how the deals originate from a marketing source and, after some analysis, are able to attribute the channel that drove them with some confidence. PR consistently ranks as one of our top channels for generating high-priority leads.

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The Impact of Working with Started PR

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When I joined Weavr, we were still a relatively unknown name in an emerging fintech niche—embedded finance. Started PR helped to change that. Soon, our investors were remarking, “You guys are everywhere.” The transformation has been remarkable: we now feature regularly on industry lists, secure coverage in leading publications, and are recognised as a major player in our field.

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More importantly, this visibility translates into tangible business results. A significant number of our ideal customers—our ICP—come to us saying, “We see you out there. We’ve read about you. You’re on our shortlist.” That transformation is in part thanks to PR, and specifically, to Started PR.

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Why I Recommend Started PR

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If you’re looking to establish brand awareness, help your target audience understand who you are, and position your founders effectively, Started PR is an excellent partner.

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For fintech startups, particularly in the early stages, the most pressing goal is often building a pipeline. PR should be seen as a key driver of that pipeline. You have to build brand awareness to create a sustainable flow of sales enquiries from an ever-expanding pool. 

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Yes, PR creates immediate impact—but its true value lies in building lasting brand awareness. Investing in PR has helped position us strongly for the long term, steadily amplifying our visibility. Over time, this has translated into sustained growth, attracting more leads as our brand recognition continues to grow.

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While it may not be as directly trackable nor immediate as a Google ad, Facebook campaign, TikTok ad, or email campaign, we’ve seen firsthand that PR delivers results.

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My advice? Don’t underestimate PR. Invest in it early—especially if you’re in a niche industry. Getting your name associated with a growing topic sets you up for long-term success and delivers lasting returns.

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