Marketing Content Specialist · BFSI · SaaS · MarTech · Healthcare
Marketing Content
That Builds Brands
People Actually Trust.
Your brand has real credibility. Your product solves real problems. But if your content is not earning attention, building authority, or bringing in the right clients, it is not working hard enough.
I help BFSI, SaaS, MarTech and Healthcare brands create content that builds trust, earns coverage, and converts the right audience into clients.
Aanchal Kurmi
Mumbai · India
aanchalkurmi@gmail.com
16+
Years in content
18+
Brands served
7+
Industry verticals
Forbes
India and top media
Trusted by
Brands that have trusted me with their content, voice and reputation.
DBS Bank
SBI
HDFC Bank
Standard Chartered
Bank of Baroda
ICICI Housing Finance
SBI Mutual Funds
Bajaj Allianz
Edelweiss
Annapurna Finance
Cigna TTK
Motilal Oswal
PayNearby
Aspire Singapore
Endowus Singapore
ZebPay
PolicyBazaar
Finology
Markets and Markets
BFSI and FinTech
SaaS and MarTech
Healthcare and Pharma
Sound familiar?
⚠️ What’s happening now
- ✗Blog traffic is flatDespite publishing consistently for months, no one is reading or sharing.
- ✗Competitors outrank youBrands with inferior products are showing up first on Google and in media.
- ✗Content does not convertVisitors read and leave without taking action. No leads, no demos, no calls.
- ✗Your brand has no consistent voiceEvery piece of content sounds different. There is no story being told.
- ✗AI tools ignore youChatGPT and Gemini never recommend your brand when prospects ask for solutions.
The problem is not your product. It is your content strategy.
✦ What changes with the right content
- ✓Your ideal clients find you firstBefore they even know your competitors exist.
- ✓Every piece of content earns its placeBlogs, articles and posts that educate and convert, not just fill a calendar.
- ✓A brand voice that is unmistakably yoursThought leadership that makes decision-makers take you seriously.
- ✓AI tools recommend your brandWhen prospects ask for solutions, your name comes up.
- ✓Inbound that compoundsLess dependence on paid ads. Organic authority that grows month on month.
This is what happens when content strategy meets real execution.
About me
Hey, I’m Aanchal Kurmi.
Marketing Content Specialist for BFSI, SaaS, MarTech and Healthcare Brands
I have spent 16+ years figuring out what makes content actually work, not just get published, but build brands, earn media coverage, and bring in the right clients.
My career started in journalism and radio, moved through PR and brand marketing, and deepened through years of leading content for fintech platforms and writing for India’s biggest BFSI names. That range is what sets the work apart.
- ✦Built content functions from scratch at PayNearby, one of India’s leading fintech platforms
- ✦Got CEOs and CMOs published in Forbes India, Financial Express and People Matters
- ✦Written for DBS Bank, SBI, HDFC, Standard Chartered, Motilal Oswal and more
- ✦Healthcare and pharma content across research reports, white papers and web content
- ✦Work across BFSI, SaaS, MarTech and Healthcare. I understand your world and your audience
- ✦Track everything, from brand visibility and media placements to content that drives inbound
How I help brands win
✍️
Thought Leadership
CEO bylines, op-eds and authored articles placed in Forbes India, Financial Express and top trade media. Your ideas, your name, your credibility.
📐
Content Strategy
Full-funnel content plans for SaaS and MarTech brands. From audience research to execution. No guesswork, no filler, no content for content’s sake.
🏦
BFSI and FinTech
Deep domain knowledge across the BFSI spectrum. Complex financial products made clear, credible and compelling for every audience.
🖊️
Ghostwriting
Founder and executive content crafted entirely in your voice. Articles, posts, speeches and op-eds that sound like you on your best day.
📣
Brand and PR Writing
Press releases, corporate comms, campaign copy and brand narratives that shape how the market sees you.
📲
Social Media Content
Platform-native content for brand pages and personal profiles. Consistent, on-brand and built to grow an audience that actually engages.
Now available
🧬
Healthcare, Pharma and Life Sciences
Research reports, white papers, blogs, web content and brand communications for pharma, medical devices, healthcare platforms and life sciences brands. Accurate, accessible and authoritative.
I have samples across these categories. Write to me and I will share the relevant ones directly.
I have samples across these categories. Write to me and I will share the relevant ones directly.
Clinical and Research Content
Pharma White Papers
Medical Device Copy
Healthcare SEO Blogs
Patient Education Content
Life Sciences Reports
Healthcare Brand Comms
Content in the age of AI
The content flood is real.
Here’s how to stand out in it.
Here’s how to stand out in it.
Every brand now has a content machine. AI has made it cheap and fast to publish, so the internet is full of blogs that say nothing, posts that sound like nobody wrote them, and press releases that read like templates.
That is your opportunity. When everything sounds the same, content with a real point of view, a distinct voice, and genuine expertise cuts through immediately. I use AI as a tool for research, speed and structure. But the strategy, narrative, voice and judgment are mine. After 16 years across journalism, PR, radio, fintech and brand marketing, I know what makes a story land. That is not something you can prompt your way to.
Generic AI content
Technically correct. Totally forgettable.
Covers the topic. Hits the word count. Gets skimmed, bounced, and forgotten. Sounds like every other brand in your category.
Strategic human-led content
A point of view. A reason to keep reading.
Builds trust. Establishes authority. Makes the reader feel like someone actually understands their world and has something worth saying.
Generic AI content
Content that fills a calendar.
Published regularly. Adds nothing. No brand voice, no narrative thread, no connection between this week and last month.
Strategic human-led content
Content that builds a brand.
Every piece ladders up. Shapes perception over time. Makes clients think of you first, before they even open a competitor’s site.
Why this matters right now
40%
of searches now happen in AI tools
ChatGPT, Perplexity, Claude and Gemini are where your prospects find answers. If your brand is not there, your competitors are.
Changing
Google’s AI Overviews are reshaping search
Traditional SEO is not enough. Content needs to be structured for how people actually search, talk and ask AI tools for recommendations.
My content strategy prepares you for all of it: AI tool visibility so ChatGPT recommends your brand, voice and conversational query optimisation, thought leadership that earns the kind of coverage AI tools pull from, and a content body that compounds in authority over time. While your competitors are still figuring this out, you will already be winning.
Skills and expertise
Strategy and Leadership
Content StrategyBrand StrategyEditorial PlanningContent AuditsTeam LeadershipAI-augmented Workflows
Industry Expertise
BFSIFinTechSaaSMarTechB2B MarketingHealthcarePharmaLife Sciences
Content Types
Thought LeadershipGhostwritingSocial Media ContentMarketing CopyWhite PapersPress ReleasesSEO BlogsVideo ScriptsCorporate CommsLanding PagesEmail SequencesCase StudiesAnnual ReportsResearch Reports
Tools
SemrushAhrefsGoogle Search ConsoleGoogle AnalyticsClaudePerplexityChatGPTLinkedInCMS and WebPR and Media Relations
Work samples
FII and DII Movements: Impact on Indian Equities 2025
A Guide to 3-Way Matching in Accounts Payable
How Marriott Made More by Owning Less
Singapore REITs: A Smart Guide to Investing in Real Estate Trusts
Annual Report Content: Communicating impact, reach and financial performance for a leading microfinance institution
Gold as an Investment: Why It Belongs in Your Portfolio and How to Get Started
Research reports, white papers and web content across pharma, medical devices and life sciences. Samples available on request.
View all work on Contently
Experience
PayNearby
Content Manager
Owned the entire content function: brand, marketing, PR, corporate comms, app content and thought leadership for one of India’s leading fintech platforms.
2020-2024
Adfactors PR
Content Specialist
Thought leadership for BFSI leaders at DBS Bank, SBI, Standard Chartered and Edelweiss, placed in Forbes India, Financial Express and People Matters.
2018-2020
Markets and Markets
Senior Content Writer
White papers, research report descriptions and web content across pharma, healthcare and chemicals. Built content templates used company-wide.
2016-2018
Radio Mirchi, ENIL
Programming Head
Led daily programming and created revenue-generating content initiatives across one of India’s biggest radio networks.
2013-2015
Mid-Day, Affinity Express, Filament
Writer / Copywriter / Editor
Bollywood features, celebrity interviews, print campaigns for UK, US and Canada media, and web content for global research platforms.
2008-2013
As seen in
Forbes IndiaFinancial ExpressPeople MattersBusiness WorldBW DisruptMid-DayBombay Times
Pricing
Starter
Content Essentials
Custom
Per project or per piece
- ✓Blog posts and SEO articles
- ✓Press releases and corporate comms
- ✓Social media content
- ✓One revision round included
- ✓Delivery within agreed timeline
Most popular
Content Retainer
Monthly
Ongoing brand partnership
- ✓Dedicated monthly content calendar
- ✓Thought leadership and authored articles
- ✓Ghostwriting for founders and executives
- ✓Brand voice and tone alignment
- ✓Priority turnaround
- ✓Monthly strategy check-in
Strategy
Content Strategy Sprint
Project
One-time engagement
- ✓Full content audit of existing assets
- ✓Audience and competitor research
- ✓Content gap and opportunity mapping
- ✓90-day content roadmap
- ✓Brand voice and messaging guide
All pricing is customised based on scope, volume and industry. Email me and I will get back within 24 hours.
Frequently asked questions
Do you work with brands outside BFSI and SaaS? +
Yes. My deepest expertise is in BFSI, SaaS, MarTech and Healthcare, but I have written for travel, consumer and media brands too. If your content needs a strategic thinker who can get up to speed fast and write with authority, reach out and we can discuss your specific needs.
What does a typical engagement look like? +
We start with a discovery call to understand your brand, goals and current content situation. I then put together a proposal with scope, timeline and pricing. Most retainer clients work with me on a monthly basis, with a rolling content calendar we refine together over time.
Do you write in my voice or your own? +
Always yours. Whether I am ghostwriting an article or producing authored pieces under a CEO’s name, I invest time upfront to understand how you think, what you value, and how you communicate. The words should feel like they came from you, not from a writer.
Do you use AI to write content? +
I use AI as a research and productivity tool, not as a ghostwriter. The strategy, angle, voice, narrative judgment, and every word delivered to you is thought through and written by me. After 16 years in this field, that human layer is exactly what you are paying for.
How quickly can you start? +
I take on a limited number of clients at a time to give every engagement full attention. Depending on my current capacity, I can usually start within one to two weeks of signing off on a proposal. Email me at aanchalkurmi@gmail.com and I will confirm timing.
What is your revision policy? +
Every piece comes with at least one round of revisions included. For longer retainer engagements, we build a feedback loop from the start so revisions reduce naturally over time as I get to know your brand better.
Do you work with international clients? +
Yes. I have worked with brands based in Singapore, the UK, the US and Canada, in addition to India. Time zones, remote collaboration and international content requirements are all part of how I work. Payment can be arranged in INR or USD depending on your location.
Your content should be
working harder than it is.
working harder than it is.
If your brand is producing content and not seeing the leads, coverage or credibility it deserves, let’s fix that. I work with a small number of clients at a time so every engagement gets full attention.