Tori Sturm
Copywriter & Content Strategist
APEX FINTECH SOLUTIONS
Copywriter (Contract)
Internal Marketing, Brand Team
Apex Fintech Solutions provides the custody, clearing, and trading infrastructure behind hundreds of fintechs, broker-dealers, and wealth platforms. Unlike the consumer-facing finserv brands I'd written for previously, Apex's audience is the people who build those products — including some of the most highly versed decision-makers in the industry. My work spanned web, long-form content, sales enablement, and social across multiple product campaigns, each requiring me to translate complex infrastructure into copy that could move a sophisticated B2B buyer.
LatAm Campaign
The brief: Help Apex expand in the LatAm market by positioning their platform as the infrastructure partner for broker-dealers looking to offer U.S. market access.
This campaign required a steep learning curve. I was writing for LatAm fintechs and broker-dealers — firms navigating a completely different regulatory environment, investor base, and set of cultural expectations than what I'd encountered before. To get it right, I worked directly with client-facing colleagues in Latin America to understand how retail investors in the region think about money, risk, and trust.
The result was a campaign that covered the full funnel: a flagship fact sheet positioning Apex's infrastructure for the LatAm market, a long-form blog walking broker-dealers through eight criteria for evaluating a U.S. custodian, and a series of LinkedIn posts driving awareness and blog traffic.
LinkedIn (click to expand)
Read the fact sheet (pdf)
ACATS Campaign
Apex's real-time ACATS solution already existed, but an upcoming regulatory deadline was slated to make modernization urgent for many companies still sitting with legacy tech. Simultaneously, a new Plaid integration was ready to launch on Apex's Ascend platform. By automating account linking and pre-validating details before submission, the Plaid feature addressed the manual entry errors behind up to 50% of transfer rejections industry-wide. As part of the campaign, I wrote a new fact sheet, sales enablement emails, and a series of LinkedIn posts, leaning on specificity and plain-language compliance context throughout.
LinkedIn (click to expand)
