Is the $180T Cross-Border Payments Market Ready for B2B Marketing Disruption?

Gary Palmer, CEO and President of Payall, tells CB Insights how they view the market, customer needs, and their company. Payall's market is to serve financial institutions that are involved in cross-border payments.

What Happened

Payall CEO Gary Palmer outlined his company's positioning in the cross-border payments ecosystem during a CB Insights interview. The company targets financial institutions across the payment chain, including originating banks, correspondent banks, intermediate banks, and receive banks. Palmer noted the total addressable market represents approximately $180 trillion in cross-border payment volume flowing through financial institutions.

Why This Matters for B2B Marketing Leaders

The $180T figure represents one of the largest addressable markets in financial services, yet it remains fragmented across multiple buyer types and regulatory jurisdictions. Your marketing teams face unique challenges here: decision-making involves compliance officers, treasury departments, and technology leaders simultaneously. The buyer journey spans months or years due to regulatory approval processes. Traditional demand generation tactics often fail because these institutions prioritize risk mitigation over innovation speed, requiring content strategies that address both operational efficiency and regulatory compliance.

The Starr Conspiracy's Take

This market reveals why generic FinTech marketing approaches fall short with institutional buyers. Cross-border payments involve complex stakeholder networks where a single sale might require buy-in from correspondent banks, regulatory bodies, and multiple internal departments. Your content strategy must map to these extended decision cycles and address compliance concerns upfront. Success requires account-based marketing frameworks that can navigate multi-entity approval processes while demonstrating measurable risk reduction alongside operational benefits.

What to Watch Next

Monitor how Payall and competitors position themselves as regulatory frameworks evolve globally. The EU's upcoming digital euro pilot and potential U.S. CBDC developments will likely reshape correspondent banking relationships, creating new marketing opportunities for companies that can articulate their value within changing regulatory landscapes.

Related Questions

How do you market to correspondent banks versus originating institutions?

Correspondent banks prioritize operational efficiency and risk management, while originating institutions focus on client experience and competitive differentiation. Your messaging must address these distinct value drivers while acknowledging the interconnected nature of their relationship.

What content types work best for regulated financial institution buyers?

Regulatory compliance case studies, risk assessment frameworks, and implementation timelines resonate most strongly. These buyers need proof that your solution reduces operational risk rather than introducing new vulnerabilities to their existing infrastructure.

How long are typical sales cycles in cross-border payments?

Expect 12-24 month cycles due to regulatory approval requirements, internal risk assessments, and integration complexity. Your demand generation strategy must sustain engagement across extended evaluation periods while providing value at each stage.