Results
Tripled monthly signups after taking Seapoint to general availability
Shipped 15+ web pages in 7 days with Claude, Vercel, and Sanity: a homepage redesign plus a page for every product, on the "Mercury for Europe" positioning
Ran the launch as a multi-channel playbook across the announcement, blog, emails, and newsletters, backed by four sales playbooks, a 23-article help center, and onboarding videos
Overview
Seapoint gives UK and Ireland startups one financial home. The business account, treasury, payroll, expenses, cards, and reporting sit in a single platform, wired into the banks, email, and accounting software a founder already uses, so the numbers stay clear from day one. The team is ex-Stripe and ex-Tide, building out of Dublin and London since January 2025. By the April 2026 general-availability launch, 80+ companies were already running on it, it had processed 100,000+ transactions and 40,000+ invoices, and it had just closed a €7.5M seed (€10M in total) led by 13books, with angels like Claire Hughes Johnson (ex-Stripe COO), George Bevis (Tide), and Des Traynor (Intercom). Two kinds of rival frame the market: legacy banks like HSBC and AIB that win on trust, and fintechs like Revolut, Mercury, and Tide that win on features.
My job was to get Seapoint to general availability on April 21, 2026 as its fractional product marketing lead, working with founder and CEO Sean Mullaney and the product team. Eighty design partners had already proven the product worked. Launch day asked for something else. The waitlist was coming down, self-serve signups were opening to every founder in the UK and Ireland, and the positioning had to pull Seapoint clear of both the banks and the fintechs at once. A website that converted and a full launch kit had to exist in weeks.
A general-availability launch happens once. The seed announcement, the waitlist removal, and the press coverage all landed on the same day, which left no room to fix the story or the site after the traffic arrived. Seapoint promises a founder can be live in ten minutes, and that promise breaks if the page they hit does not name the exact thing they came for. Launch day was when the platform either became a founder's financial home or stayed one more open tab.
Scope
Launch day needed every piece ready at once: the story, the site, the campaign, the sales motion, and the support content. I built them.
The positioning, drawn from the research. Win-loss across 100+ sales calls, ICP research, a 52-company market study, and 20 competitor teardowns pointed to one place to stand: "Mercury for Europe." From there I wrote the messaging library and eight per-product messaging sets, one for each product. The research ran on Claude.
A new website, and a landing page for every product, in a week. I rebuilt the homepage and shipped a dedicated page for each of the eight products: business accounts, payroll, invoice pay, treasury, team cards, bookkeeping, reporting, and integrations, plus the pricing and launch pages. Fifteen-plus pages went live in seven days, built with Claude, Vercel, and Sanity. A legacy agency quotes that work in months.
The launch playbook, across every channel. I ran the GA launch as a coordinated campaign: the launch announcement, a blog series on the pain points Seapoint solves, the product-update emails and newsletters in Customer.io, and the LinkedIn posts, all tagged with UTM tracking so each signup traced back to its source.
Four sales playbooks, by founder stage. Pre-fundraising, pre-seed, seed, and Series A each got its own track, with battlecards, talk tracks, and objection handlers underneath. All of it came out of the win-loss evidence and got sharpened with the team.
A help center for self-serve support. 23 articles covering the questions founders ask most, so a new signup could get unblocked without waiting on the team.
Onboarding videos for every module. A walkthrough script for each product, so founders reached first value quickly after signing up.
Impact
The launch opened Seapoint to every UK and Irish founder, and the work made the signups land and stick:
3x monthly signups after the general-availability launch
70% of new signups within ICP-fit, so the growth was the right founders, not just more of them
15+ web pages live in 7 days, built with Claude, Vercel, and Sanity, on a timeline legacy build shops measure in months
"Mercury for Europe", the positioning that pulls Seapoint clear of the banks and the fintechs, now running across the site, sales, and the launch
A multi-channel launch playbook across the announcement, blog series, emails, newsletters, and LinkedIn, with UTM attribution on every signup
Four founder-stage sales playbooks, a 23-article help center, and onboarding videos for every module behind the launch
FAQs
What did Genesys do for Seapoint?
Acted as fractional PMM for the general-availability launch: the "Mercury for Europe" positioning and messaging, a new website with a landing page for every product (15+ pages shipped in seven days with Claude, Vercel, and Sanity), a multi-channel launch playbook across the announcement, blog, emails, newsletters, and LinkedIn, four founder-stage sales playbooks, a 23-article help center, and onboarding videos for every module.
What is the "Mercury for Europe" positioning?
The line that pulls Seapoint clear of both the legacy banks and the fintechs, staking the financial-home spot for UK and Irish founders. It came out of win-loss across 100+ sales calls, ICP research, a 52-company market study, and 20 competitor teardowns, and now runs across the site, sales, and the launch.
What is Seapoint?
A single financial home for UK and Irish startups: business account, treasury, payroll, expenses, cards, and reporting in one platform, wired into the banks, email, and accounting software a founder already uses. It's built by an ex-Stripe and ex-Tide team out of Dublin and London.
Who does Seapoint compete with?
Legacy banks like HSBC and AIB that win on trust, and fintechs like Revolut, Mercury, and Tide that win on features. The "Mercury for Europe" positioning stakes the financial-home spot for funded European startups.
