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PRLab has published the results of a 12-month media campaign for Gr4vy. The programme delivered more than 100 earned media placements, according to the agency.
The campaign focused on keeping the payment orchestration company in front of journalists between major corporate announcements. It combined customer stories, executive commentary, partnership news and responses to wider developments in payments, eCommerce, retail and technology.
Coverage appeared in specialist and trade titles including Finextra, The Paypers, PYMNTS, Payments Dive, American Banker, Financial IT, Finovate, Retail Technology Innovation Hub, FF News, Practical Ecommerce and Crowdfund Insider. Over the year, the campaign generated about 402 million media impressions, PRLab said.
The results highlight a broader issue for many business-to-business technology companies. Product launches and funding rounds often create short bursts of attention, but companies with fewer headline announcements can struggle to stay visible in between.
PRLab said the strategy aimed to link Gr4vy to recurring industry themes rather than rely solely on episodic company news. Those themes included payment orchestration, AI in commerce, fraud prevention and digital commerce infrastructure.
Between announcements
The agency also used commercial milestones involving Gr4vy's partners and customers as entry points into wider sector coverage. Those organisations included Trek, Plaid, Affirm, Sardine, Radial, dLocal, PlayHQ and FuturHealth.
The approach reflects a shift in business communications, particularly in crowded technology sectors where journalists often look for commentary tied to live trends rather than routine company updates. For fintech companies, this can mean using executive insight and customer use cases to remain part of the editorial agenda.
"One of the biggest misconceptions about PR is that it revolves around major announcements," said Matias Rodsevich, Chief Executive Officer of PRLab. "The companies that consistently earn attention are those that continually offer valuable perspectives on the issues their industries are discussing. Product news certainly matters, but sustained visibility comes from combining commercial milestones with expertise, insight and commentary that journalists genuinely find useful."
PRLab said the campaign extended Gr4vy's reach beyond payments publications into titles read by business decision-makers in eCommerce, retail and enterprise technology. That matters for companies selling to merchants, software partners and other corporate buyers, where purchase cycles can be long, and visibility across several verticals can shape market awareness.
Gr4vy operates in the payment orchestration market, where merchants use a single platform to manage payment methods, providers and related tools. The company says its system gives businesses access to more than 400 payment methods, anti-fraud tools and payment service providers through one integration.
Thought leadership push
The media strategy outlined by PRLab relied heavily on thought leadership and what the communications industry calls newsjacking, or responding quickly to issues already driving coverage. In practice, that means linking company expertise to live market discussions rather than waiting for internal milestones.
For business-to-business fintech groups, that can be especially relevant during periods when investment activity slows, or product development cycles lengthen. A steady stream of commentary can help maintain relevance with reporters covering regulation, fraud, digital wallets, checkout performance and merchant operations.
Rodsevich framed the campaign as evidence that media visibility can be built around expertise rather than launches alone.
"The milestone isn't the number of articles," he said. "It's demonstrating that when you build a communications programme around expertise instead of announcements alone, your company becomes part of the industry's ongoing conversation. That's ultimately what creates credibility with customers, partners and the media."