Upflow · Finance / B2B SaaS
The Growth-Minded CFO
Building founder authority in a new market.
How Upflow used a podcast to build relationships with influential finance leaders and expand its visibility in the US.
Hosted by Alex Louisy, Co-Founder & CEO of Upflow, and Lauren Pearl.
The challenge
Upflow had established itself in France and was looking to grow its presence in the US.
Its founder, Alex Louisy, already had a profile within the French tech and finance ecosystem. But building that same recognition among American finance leaders required a different approach.
With a small marketing team and limited resources, Upflow needed a way to develop relationships with the right people, build its founder's authority and create a steady stream of valuable content without constantly starting from scratch.
The creative idea
A podcast about the CFO Upflow believed in. Not the software it sold.
The Growth-Minded CFO was built around Upflow's vision of the modern finance leader as a strategic driver of business growth — not a traditional number-cruncher.
This editorial approach made the show directly relevant to Upflow's ideal customer: finance leaders thinking about growth, strategy and the evolving role of the CFO. It also created space for genuinely useful discussions with senior finance executives, rather than conversations centred on product features or vendor pitches.
The work
What we made.
Joe led the concept and naming, editorial strategy, host preparation, guest research and outreach, episode development, recording coordination, editing, publishing, repurposed content, organic distribution and performance reporting.
Each episode became the starting point for short-form clips, articles and social content that helped Upflow build visibility across multiple channels.
Full-length episode
Short-form clip
Short-form clip
The impact
8,000
podcast-app downloads over two years
600
followers on the dedicated LinkedIn page
Top 5
CFO podcasts for 2026 — Datarails
Relationships built with finance executives from Wayfair, Carta and the National Geographic Society.
Podcast pages were among the most visited on Upflow's website.
The programme contributed to industry visibility, including an invitation to speak at a major finance event.
Reported outcomes. Datarails recognition: datarails.com/top-podcasts-for-cfos/. No revenue attribution claimed.