Helping financial services companies with


Seek the thrill of great results

SetWave Group is a team of experienced financial services and FinTech marketing experts trained in Fortune 100 firms, proven in Silicon Valley start-ups, and focused on getting stuff done. We are builders — we help our clients build their brand, grow their business and drive revenue.

It’s like having a Chief Marketing Officer and marketing team at your fingertips.

What We Do


Drive awareness of your firm, differentiate from competitors, refine your value proposition, and tighten your message.


Craft a go-to-market strategy, launch new products and channels, build your pipeline, and turn clients into evangelists and referrers.


Create a marketing capability without managing a big in-house team. Add marketing, FinTech, and financial services expertise to exceed your goals.

Our Clients

What Our Clients Say About Us

“Our work with clients is centered around data and process. SetWave helped us apply the same rigor and process to our own business. By giving us concrete client data and actionable results, it’s one of the most thoughtful things we’ve done. We are grateful for the expertise and are excited about the work you did for us.”



– CHRIS WILKENS, Partner, Baker Street Advisors
“Our firm worked with Debi and SetWave Group to help position a brand launch. As an investment bank, it’s not easy to differentiate oneself from the broader market, especially with a set of incumbents far larger than us. Debi brought a depth of marketing leadership and expertise that was invaluable to our firm. She managed the launch, from website to media coverage, and did so flawlessly. We’re big fans.”



– BARRETT COHN, Managing Director, Scenic Advisement
“It was my pleasure to work with Debi and her team on an amazing high net worth welcome experience for our producers to use with their new clients. Debi and her team used primary customer research to design the experience and build a Print-on-Demand technology platform to automate the deliverables. Our end users loved the result. I loved what a quick study Debi was in figuring out what needed to be done and assembling the right resources to get the job done. I highly recommend the SetWave team!”



– Kelly Wilson, SVP Marketing, Wells Fargo Wealth Management
“We are a FinTech startup who needed a go-to-market strategy. SetWave Group helped us differentiate ourselves, with a marketing strategy, tighter value proposition, and a launch campaign to generate leads that included a new website, eBook, blog posts, social media, and an advertising plan. Debi and crew fit right into our team and we really enjoy working with them.”



– Akhil Lodha, Founder, CEO, StratiFi
“Our FinTech Group hired SetWave Group as our outsourced marketing team, to help us launch and sell a new FinTech Saas platform. They developed and executed a go-to-market plan with product positioning and messaging, a new website, sales materials, product videos, lead generation campaigns, events, webinars, and both internal and external brand awareness.  SetWave’s combination of can-do attitude, high ownership and great spirit helped us launch and sell as a result.”



– Haskell Garfinkel, Partner and FinTech Practice Leader, Big 4 Consulting Firm

Case Studies


SetWave Group is comprised of a team of marketing practitioners who have spent our careers at top-tier financial services firms and emerging FinTech firms. Based on your specific needs, we hand pick the right marketers for each project.
  • Debi Lynch
    Debi Lynch
  • Marcia Roitberg
    Marcia Roitberg
    Content Strategy, Writer
  • Alexis Petrakis
    Alexis Petrakis
    Content Strategy, Writer
  • Molly Holland
    Molly Holland
  • Frédérique Clay
    Frédérique Clay

What Makes Us Unique

Focus on financial services and FinTech marketing – We get your business. From Fortune 100 to start-ups, we work with advisors, end investors, asset managers, foundations and endowments, retirement plans, and the emerging companies that target these audiences.
B2C and B2B marketing – From direct-to-consumer to institutional buyers, we bring the best marketing ideas, customized for your goals.
Part of the FinTech ecosystem – We can help you with next-generation client development and understand how to leverage FinTech innovation for your business.
Expertise across the financial spectrum – Our work in asset/wealth management, banking, payments, insurance, and across asset classes, styles, and vehicles, enables us to make complex investment ideas accessible to clients.
Tech product marketing experience – We’ve launched products and services on eCommerce, SaaS, web-based, mobile and proprietary platforms.
Experienced team – We derive the strategy and focus on exceptional execution so our programs hit the mark. This is our secret sauce – we have a high degree of accountability, are extremely detail oriented, and work equally well as an outsourced or insourced marketing team.
The SetWave Story
As a surfer, when you’re in the water, you want to catch the biggest wave in the set (“the set wave”). This is the big opportunity. To do so, you need the judgment to read the waves, the experience to align everything into position, and the skill to catch the wave and maximize the ride. Great marketers have the judgment, experience, and skill to recognize and maximize the big opportunity. And seek the thrill of great results.



How can we help you grow? Send us an email with your contact information and we’ll get right back to you.

San Francisco Bay Area, CA

Debi Lynch

Debi Lynch founded SetWave Group to help new and existing companies grow their business and build their brand. Prior to launching SetWave Group, Debi spent the last decade focused on financial services, most recently as the CMO of Motif Investing, growing their consumer and advisor businesses. Debi is also the former CMO of JP Morgan and BlackRock Institutional groups, defining their global value propositions, and creating marketing strategies to acquire and retain clients. Her wealth management background includes marketing positions at Wells Fargo and Charles Schwab. Earlier in her career, Debi spent 10 years in consumer marketing with leading brands and start-ups including American Airlines, Levi Strauss,, and, and was at the forefront of eCommerce and internet marketing. She started her career as a financial analyst with Duff & Phelps. She currently leads SetWave Group and is waiting for that perfect south swell to hit northern California.

Debi holds a BA in Economics from University of Pennsylvania and an MBA from the Anderson School at UCLA.

Marcia Roitberg
Content Strategy, Writer

Marcia Roitberg conceptualizes, writes and edits benefit-driven content for SetWave clients. For more than 20 years, she has written about a wide range of investment topics and for various audiences, including individual investors, advisors, retirement plan sponsors, financial technology firms, global asset managers, and government officials. Marcia is particularly interested in how behavioral economics applies to investment decision making and the potential for impact investing to drive meaningful change in the world. Prior to working with the SetWave team and setting up her own communications firm in 2013, Marcia held various roles within BlackRock, most recently as Director of Communications for the US institutional market. Marcia’s magic number is 8: She can hold a plank position for 8 minutes and eat a pint of Coffee Chocolate Chip ice cream in 8 minutes—just not at the same time.

Marcia holds a BA from York University, and BComm and MBA degrees from University of Windsor, Canada.

Alexis Petrakis
Content Strategy, Writer

Alexis Petrakis is a writer and strategic communications professional specializing in financial content and investment communications. He has two decades of experience delivering marketing collateral and thought leadership capital for a variety of audiences, ranging from savvy institutional investors to less sophisticated retail audiences. Alexis has expertise in translating complex and often dry technical financial content into more approachable prose appropriate for the specific audience. He has collaborated with organizations ranging from entrepreneurial start-ups to Fortune 1000 companies, including BlackRock, Bank of America Merrill Lynch, JP Morgan Chase, PwC and the Chicago Board Options Exchange. When he’s not writing, you can probably find him outdoors with his dog or golfing, the ultimate Sisyphean task.

Alexis holds a BA in Economics from Northwestern University.

Molly Holland

Canadian born, but Colorado raised, Molly Holland has worked as a graphic designer for two decades. She switched her major to art in college after she took her first graphic design class and discovered you don’t have to be able to draw a bowl of fruit to be an artist. Working for Barclays Global Investors introduced her to the financial sector, which is now her specialization. Molly has helped firms such as State Street Global Advisors and Janus Capital Group attract new clients, while building and maintaining global branding. Her work includes logo and brand identity, collateral, presentations, events, thought leadership, and templates. A true designer at heart, Molly enjoys a beautiful font pairing almost as much as a Californian red. 

Molly holds a BFA from Colorado State.

Frédérique Clay

Frédérique Clay is a creative director and designer with a global perspective, having lived and worked in France, Hong Kong, and the U.S. She specializes in digital and print design, brand and visual identity, including everything from logo design to web, events, conferences, blog, social, email and marketing campaigns across multi-touch points for various channels. With a focus on financial services for the last 20 years, she has designed for BlackRock/iShares, Morgan Stanley, RS Investments and Victory Capital, among others. “Less is more” resonates through her life and work — the simplest design solutions help focus on what matters most and what ultimately adds value—very much like oysters and rosé in her opinion.

Frédérique holds an A.A. in Advertising Arts from The Art Institute of California – San Diego.