Updated
Why the payment provider is worth knowing
A company's payment provider decides what it pays on every sale, which countries and payment methods it can accept, and how many payments fail at checkout. Few companies review it often, because a change touches finance, engineering and the checkout at once; when they do, something has usually changed: a new market, rising fees, a product that needs subscriptions or payouts.
Payment tools often show in a company's checkout code and the scripts its website loads, and job posts name them when engineers are hired to work on billing. That lets you know the businesses on a competitor ahead of time, then reach them when one of those changes makes the review worth having.
Who to contact
- CFO or Finance Director: owns the fees, the reconciliation and the banking relationships.
- Head of Payments or Payments Manager, in companies large enough to have one.
- Head of E-commerce or Head of Product: owns the checkout and how it converts.
- CTO or engineering lead: owns the integration and knows how hard a switch would be.
What to say
Speak to the reason they would review: a new country, a payment method their customers ask for, more payments going through. An angle tied to their market says more than a lower headline rate.
Be honest about the switch. Moving payments means stored cards, recurring billing and reconciliation; offer the help that makes it safe, and you remove the main reason to stay.
How Coolie finds them
Name the payment products you compete with
List the gateways, checkout tools or billing platforms you compete against; Coolie matches them to the products it tracks, five at most.
Coolie finds the businesses running them
It finds the companies using those products now, from the payment tools named in their job posts and the technology changes Coolie dates.
It keeps the companies that fit your ICP
Your ideal customer profile (industry, company size, location) filters the companies before anyone is contacted.
It finds the decision makers
At each company, Coolie looks for the people whose job titles match your ICP, and gives each lead a score.
It researches the leads you pick
For the leads you choose, Coolie writes a research brief (the company's news, the person, the reason to write now) and a personalized email and LinkedIn sequence.
It writes and sends from your own accounts
Email and LinkedIn steps go out from your own mailbox and LinkedIn account, spread over your working hours. You approve each message, or let the agent run on autopilot.
Signals to pair it with
Add Competitor Churn for businesses that just stopped using a competitor's product and are mid-switch, and Funding for companies that just raised, which often plan new markets with the money. A company hiring payments or billing engineers is often reworking its payments: the Hiring signal finds those posts. See all signals.
Example (fictional)
You sell a payment platform for online sellers who trade across borders and name the two gateways you most often replace.
Coolie finds Linnet & Pike Apparel, 90 employees in Spain, whose online store's checkout runs on one of them, and which fits your ICP.
It finds the company's Finance Director and Head of E-commerce. Picked, they receive a drafted email about accepting the local payment methods of the markets it ships to outside Spain.
Every company and person in this example is invented.
Frequently asked questions
Can Coolie see which payment provider a website uses?
Often, when the provider's code runs in the checkout or job posts mention it. Payments handled entirely on a company's servers, with nothing in public, can go unseen.
Is this only for online stores?
No. Software companies billing subscriptions, marketplaces paying out sellers, and travel or ticketing businesses all run payment products; set your ICP's industries to the ones you serve.
Can I target businesses in specific countries?
Yes: your ICP's locations filter the companies, which helps when the payment methods or licences you offer differ by country.