The First 90 Days for a RegTech: Your Complete GTM Playbook
Most RegTech startups fail not because their product doesn't work, but because they rush into the market without the proper foundations. They launch with assumptions, not evidence. They chase broad "compliance problems" without defining what specific workflow they're improving, who owns it, or what pain is worth paying to remove.
The first 90 days post-launch are critical. This is when buyers form lasting impressions, early adopters become advocates or critics, and your GTM engine either starts humming or stalls completely.
This playbook breaks down exactly what to focus on in three distinct 30-day phases. Each phase builds on the last, moving from internal readiness to market validation to demand generation. Follow this sequence, and you'll build a predictable revenue engine. Skip steps, and you'll spend months firefighting problems that could have been avoided.
Phase 1: Foundation and Market Discovery (Days 1-30)
The first 30 days aren't about selling. They're about clarity. Your goal is to emerge with unshakeable confidence in three areas: the problem you solve, who feels that pain most acutely, and how your solution creates measurable value.
Most founders want to skip this phase. Don't. Every hour invested here saves weeks of wasted effort later.
1. Lock Down Your Problem Statement
Start with the most important question in RegTech: "What specific workflow are we improving?"
Not what industry. Not what vertical. What repeated, broken process are you fixing, and for whom?
Your problem statement must answer:
Who feels the pain: MLROs at mid-market banks? They often face low compliance budgets. Risk teams at law firms? Compliance officers at insurance companies?
What action is painful: Manual transaction monitoring? Cross-border AML checks? Client risk assessments across multiple tools?
Why now: New regulatory requirements? Recent enforcement actions? Low compliance can lead to serious consequences. Audit findings?
If your team can't articulate this in two sentences, you don't have product-market fit yet.
2. Map Every Competitor and Adjacent Player
List every solution your buyers currently use, even if you don't consider them "real" competitors:
Direct competitors in the legaltech and regtech markets are constantly evolving to capture more market share. Other RegTech platforms solving the same problem
Workflow patches: Excel + email + SharePoint combinations
Legacy vendors in the legaltech and regtech space often struggle to keep up with innovative solutions. Established players with overlapping features
Niche tools: Point solutions handling part of the workflow
For each, document their pricing, key features, and why a buyer might choose them over you. This isn't paranoia—it's positioning homework.
Your positioning must answer: "Why would someone choose you instead of their current solution?" Before you can answer that question confidently, you can't sell effectively.
3. Conduct 15 Real ICP Interviews
Pick your most specific target segment, as this will help you head your outreach efforts effectively. For example: "UK law firms with 20-200 employees who manage AML compliance in-house and currently use non-integrated tools."
Now find 15 people in that exact persona and conduct structured interviews:
What tools do you use for [specific workflow]?
Where does friction happen in that process?
What would your ideal solution look like?
What's your budget threshold for change?
Who else would be involved in evaluating a new solution?
These conversations are gold. They validate your problem assumption, refine your messaging, and often reveal features you hadn't considered critical.
4. Build Your Internal Commercial Assets
Before you can sell externally, your internal operations must be bulletproof; head towards streamlining processes.
Sales Materials:
One-page security brief for due diligence questions
Standard demo flow covering your core use case
Pricing sheet with clear tiers and rationale
Proposal template with implementation timeline
Process Documentation:
Lead qualification criteria
Demo-to-close conversion process
Objection handling scripts for common concerns
Customer onboarding checklist
Team Alignment:
Single source of truth for messaging
Clear ownership of pricing, proposals, and partnerships
Escalation paths for technical and compliance questions
5. Map Your First 500 Target Accounts
Build your initial account list now, not later. Research and map 500 relevant organizations, tagging each by:
Company size and geography
Technology stack and procurement complexity
Regulatory pressures and compliance maturity
Budget authority and decision-making process
Then identify actual decision-makers—not generic contacts like "Partner" or "Associate." Find the specific people responsible for compliance operations, risk management, or regulatory technology.
Deliverables by Day 30 should include insights and analysis on growth trends.
Clear problem statement validated by customer interviews
Competitor landscape mapped with positioning defined
15+ ICP interviews documented with key insights
Complete sales collateral and internal processes documented
CRM populated with 500 target accounts and decision-makers
Messaging framework tested with industry advisors can lead to better engagement and improved lead generation.
Phase 2: Authority and Trust Building (Days 31-60)
With market clarity established, phase two focuses on earning the right to sell. In regulated industries, trust isn't won through cold emails or slick demos. It's earned by demonstrating expertise, providing value, and building credibility over time.
This phase is about becoming a trusted voice in your market before you ask for anything.
1. Publish Authority-Driven Content
Your content must solve real problems for your audience, not just promote your product; consider joining our newsletter for more tips. Focus on decision-support material for cautious buyers:
Educational Content:
Step-by-step guides for workflows you improve
Regulatory update summaries with practical implications
Common compliance mistakes and how to avoid them
Technology evaluation frameworks for your category
Proof-Based Content:
Anonymized case studies from pilot customers
Industry benchmarks and survey data
ROI calculations and cost-benefit analyses
Security and compliance certifications
Remember: you're not trying to go viral. You're building credibility with a specific audience who will eventually buy from you.
2. Map Search Intent and Capture Demand
Identify 15-20 high-intent keywords your ICPs search for:
"[Industry] AML compliance checklist"
"RegTech implementation guide" for achieving low operational costs.
"[Specific regulation] requirements for [sector]"
"Alternative to [incumbent vendor]"
Create content that directly answers these searches, then guide readers toward deeper engagement—newsletter signup, guide download, or consultation booking.
SEO isn't just about traffic; it's about driving qualified leads that contribute to growth. It validates demand and positions you as part of the real conversation.
3. Activate Your Interview Network
The 15 people you interviewed in phase one are now your extended team:
Send them your new content for feedback and sharing
Invite them to private webinars or founder roundtables
Ask them to review your messaging and positioning
Request introductions to peers facing similar challenges
People buy what they help build. Make them collaborators, not just prospects.
4. Begin Strategic Relationship Building
Start building relationships with people who influence your buyers to implement the best GTM strategy.
Compliance Consultants: Advisors who recommend solutions to your target accounts
Industry Associations: Groups your ICPs belong to and trust
Technology Partners: Vendors whose tools integrate with yours
Regulatory Bodies: Organizations that shape compliance requirements
No formal partnerships needed yet. Just coffee chats and relationship building.
5. Establish Your Founder's Voice
Buyers don't trust brands—they trust people. As a founder, your voice carries unique weight, especially when you head initiatives that drive innovation.
Share the story behind why you built this solution
Publish insights from your customer interviews
Comment thoughtfully on industry news and trends
Participate in relevant discussions on LinkedIn and industry forums
Start small but be consistent; this approach can yield significant growth over time. One authentic post per week beats five promotional blasts.
Deliverables by Day 60:
5+ high-value content assets published addressing buyer pain points
Security and procurement documentation readily available
15-20 keyword opportunities identified with content mapped
Interview network engaged through collaboration and feedback
10+ strategic relationship meetings scheduled
Consistent founder-led content plan with 2-3 posts weekly
Phase 3: Demand Generation and Sales Execution (Days 61-90)
Now that trust has been established and visibility is building, phase three converts attention into pipeline. This is where disciplined execution separates successful RegTechs from those that plateau early, providing key insights and analysis on growth.
The key is structured outreach backed by the credibility you've built in phases one and two.
1. Launch Context-Rich Outreach
No cold emails without context. Every outbound message must connect to something they've seen or could have seen, enhancing lead generation efforts, so join our newsletter for the latest insights.
Content-Based Openers:
"I noticed you downloaded our AML implementation guide..."
"Following up on the webinar about regulatory changes..."
"Your firm faces the exact challenge we covered in [article]..."
Pain Point-Based Outreach: Identify the head issues your audience faces to tailor your messaging.
Reference specific problems identified in your ICP interviews
Mention regulatory changes affecting their sector, especially those that head towards new compliance standards.
Cite industry benchmarks or peer challenges
Keep messages short, valuable, and focused on their world—not your product.
2. Perfect Your Sales Process
Many founders land first meetings but lose deals mid-funnel because they lack the supporting materials buyers need:
Demo Preparation:
One clear narrative focused on their specific workflow
Real data and examples relevant to their industry
Interactive elements that let them experience value
Post-Demo Assets:
Proposal templates framing value, not just pricing
Implementation timeline with clear milestones
Reference customers in similar situations
Security and compliance documentation
Objection Handling:
Data security and privacy concerns
Integration complexity and timeline
Change management and user adoption
ROI justification and budget approval
3. Execute Systematic Outreach Campaigns
Work in weekly sprints with clear themes and metrics:
Week 1: 50 targeted emails to law firms about AML compliance
Week 2: Low engagement can hinder your progress. 50 messages to banks about transaction monitoring
Week 3: 50 outreach messages to consultants about partnership opportunities
Track performance religiously:
Email open and response rates can significantly impact your lead generation efforts.
LinkedIn connection and message rates
Demo conversion and no-show rates
Proposal-to-close conversion
Adjust weekly based on what's working, not what sounds clever.
4. Build Your Pipeline Tracking System
Set up weekly reporting that shows:
Top of Funnel strategies should focus on generating quality leads to ensure sustainable growth.
New leads generated by source
Website visitors and low content engagement are crucial for effective lead generation.
Demo requests and qualified meetings
Mid-Funnel:
Proposals sent and low response rates can indicate a need for strategy adjustment.
Technical evaluations in progress
Reference calls and pilot discussions
Bottom of Funnel:
Contracts in negotiation
Implementation planning is essential for achieving better outcomes in your legaltech and regtech solutions.
Customer onboarding pipeline
This isn't just progress tracking—it reveals exactly where your system leaks prospects.
5. Optimize Based on Real Data
Every week, review your metrics and adjust:
Which messaging generates the most responses?
What content drives the most demo requests?
Where do prospects typically get stuck?
Which objections come up most frequently?
Use this data to refine your approach continuously. Small improvements compound quickly when you're systematic about measurement.
Deliverables by Day 90:
Complete outbound system with tested messaging and cadences
Sales materials covering every stage from demo to close
Weekly pipeline reports showing sources and conversion rates
Minimum 15 qualified opportunities actively being worked
Documented process for lead qualification and nurturing
Conversion benchmarks established for optimization
What Success Looks Like After 90 Days
After three months of disciplined execution, successful RegTech startups achieve several key milestones:
Market Clarity: You know exactly who buys from you, why they buy, and what alternatives they consider. Your positioning is sharp and your messaging resonates consistently.
Trust and Authority: You're recognized as a knowledgeable voice in your space. Prospects engage with your content, attend your webinars, and refer colleagues to you.
Predictable Pipeline: You have multiple lead sources generating qualified opportunities. You know your conversion rates at each stage and can forecast revenue with confidence.
Operational Excellence: Your team executes consistently using documented processes. Prospects receive professional, polished experiences from first touch to close.
Strategic Relationships: You've built partnerships with consultants, vendors, and industry influencers who refer business and provide market intelligence.
Most importantly, you've built a system that improves with time. Each customer conversation refines your messaging, providing key insights and analysis for future interactions. Each content piece builds authority. Each closed deal provides proof for the next prospect.
The first 90 days set the trajectory for everything that follows. Invest the time to build these foundations properly, and you'll have a GTM engine that scales predictably for years to come.
Ready to start your first 90 days? Begin with that problem statement. Everything else builds from there.
If you need help with outbound GTM efforts, then reach out to us for a free strategic call.
FAQs
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The first 100 days for a regtech startup are crucial for establishing the foundation of your go-to-market (GTM) strategy. This period involves defining your target audience, refining your value proposition, and setting up systems for lead generation and customer outreach. By focusing on these elements, you can build a solid framework that will support your growth in the regulatory technology sector.
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To build a complete GTM playbook for your regtech business, start by conducting thorough market research to understand your competition and customer needs. Next, outline your marketing and sales strategies, including both inbound and outbound tactics. Incorporate insights from industry experts and real-world case studies to enhance your playbook. Finally, ensure that your GTM playbook is adaptable and can evolve based on market feedback.
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Description text goes hereLead generation is vital in the first 100 days as it allows you to create a pipeline of potential customers. This is the time to test various channels to see which generates the most leads per month. By establishing effective lead generation strategies early on, you can build momentum and start converting leads into customers more quickly.
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Apollo is a powerful tool that can help streamline your lead generation efforts. By using Apollo, you can identify and engage with key decision-makers in your target market. This can enhance your outbound marketing efforts and provide you with valuable insights into your prospects, allowing you to tailor your approach and improve your chances of conversion.
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During the first 100 days, implement systems for customer relationship management (CRM), marketing automation, and analytics. A robust CRM system will help you track interactions with leads and customers, while marketing automation tools can streamline your outreach efforts. Analytics will provide insights into your marketing performance, helping you refine your strategies over time.
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To gain insights from real-world case studies in regtech, research successful companies in the sector and analyze their strategies, focusing on those that head the market. Look for case studies that highlight challenges faced and solutions implemented. This knowledge can inform your GTM playbook and help you avoid common pitfalls as you navigate the early stages of your regtech business.
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Item dWhen planning your regtech's outbound marketing efforts, consider the effectiveness of personalized outreach. Tailoring your messages to address the specific needs of your target audience can significantly improve engagement rates. Additionally, investing in targeted advertising and leveraging platforms like LinkedIn can help you reach decision-makers more effectively.escription
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Understanding the regulatory landscape is essential for developing a successful regtech playbook. Stay informed about current regulations, compliance requirements, and industry trends by subscribing to relevant newsletters and joining industry groups. Engaging with experts can also provide valuable insights that will enhance your understanding and inform your strategic decisions.
