Youtap: mobile banking
White-labelled Banking as a Service into South East Asia and Sub-Saharan Africa. 300% organic traffic, 400% more leads.
A messaging problem before it was a marketing one.
Cover
00
Matt
Hardy - growth marketing
Growth marketing,
from the wrong side
of the planet.
01
About
I have spent most of a decade selling technical products into markets I do not live in.
Mobile banking, South East Asia and Sub-Saharan Africa. Aviation tracking. Creator monetisation. Commercial property. Landlord software, US and UK.
I have never marketed anything easy.
Every one a technical product in a category with rules you cannot bluff: financial regulation, aviation safety, tax law, tenancy legislation.
Forty-plus systems in production. Not an engineer, a marketer who got tired of waiting.
02
What I do
03
Receipts
TracPlus: global demand generation
B2B marketing for an aviation tracking platform, reporting to the Executive Chairman.
Buyers with no regulator, weather or language in common.
Landlord Studio: UK Making Tax Digital
A tax mandate most landlords had not heard of, on a deadline they could not move. Report, webinars, lifecycle comms, agent outreach.
The hard part was that the legislation kept moving.
The AEO pipeline
Five systems: whether AI answer engines cite us, which gaps are winnable, what to fix. Twelve months of data.
The ranked list disagreed with my instincts. I shipped it anyway.
04
Ledger
2013
WHERE THIS STARTED
Three months building the digital side of the ICC Cricket World Cup. Every social channel, the tournament website, and the launch events in Melbourne and Wellington. Third most-watched sporting event on earth, behind the Olympics and the FIFA World Cup.
I was twenty-three and mostly terrified.
Still the most fun I have ever had at work. The story matters. The machine that carries it matters more.
2013
GVN Foundation
USD $100K RAISED IN FOUR MONTHS, NO BUDGET
2013
ICC Cricket World Cup
BUILT THE DIGITAL, 2.5M COMMUNITY
2013
Voyager Internet
NZ’S FASTEST-GROWING COMPANY, 1,391% GROWTH
2014
Postr
$0 TO 6-FIGURE ARR, THEN ACQUIRED
2014
Stantec
8 OFFICES, 6,000 STAFF ACROSS APAC
2017
Crimson Education
6 MARKETS, 20 TO 10,000+ ASK CRIMSON USERS
2017
Youtap
40,000 MERCHANTS IN INDONESIA, $8M RAISED
2019
Frederick St Studios
FRACTIONAL GTM, 6 CLIENTS — STILL RUNNING
2020
Sky New Zealand
GROWTH LOOPS, ~1M SUBSCRIBERS
2021
Re-Leased
$3M ARR PIPELINE, APAC + NORTH AMERICA WEST
2023
TracPlus
350% MQL GROWTH, RURAL NSW TO LISBON
2024
MacroActive
750% ROAS, 2.5x LTV
2024
GrowthMentor
9+ FOUNDERS ADVISED — STILL RUNNING
2025
Landlord Studio
320% LEAD GROWTH, 40+ SYSTEMS BUILT
05
Now
August 2026
WHAT I AM WORKING ON
Two things have my week. Whether agentic workflows can actually run parts of a marketing function or only look like they can, which I am testing on my own team rather than theorising about. And opening new markets for Landlord Studio, which is the same problem I have been solving since 2013, with considerably better tools.
06
Contact
“He managed our product marketing, kept our clients in the loop with new features, and worked closely with our top creators to help them grow their businesses.”
CONSULTING
Frederick St Studios is my consulting practice: fractional GTM for companies that need a function built rather than run.
FULL-TIME
Open to full-time roles, selectively rather than actively. The bar is an outsized opportunity, not a change of scene.
If that is the conversation, email is fastest.