About
We built Fimiliar around a fairly simple idea.
People are more likely to buy from companies and experts they already know, recognise and find fimiliar.
- 01Know
- 02Recognise
- 03Fimiliarity
- Buy
What Fimiliar is
The TL;DR.
Fimiliar is a trust-led lead generation company for consulting and professional service firms. We map every person who shapes a buying decision inside the firms you want to win, score how fimiliar you are to each one and to the account, judge how ready the company is to act, and decide the next step for each of them. The work runs across 11 channels as one system rather than separate services: content, generative engine optimisation (GEO), PR, podcasts, newsletter, ads, website, outbound, engagement, email and events. Led by co-founder and CEO Cathleen Vermaak-Nisbet and co-founder and Head of Content Jonathan Peters-Newman, and venture-backed by TCN Cap (London).
Most B2B systems focus on
The final action.
A huge amount happens before that.
Fimiliar works on everything that happens before the meeting is booked, so when you ask, yes is the easy answer.
- Read
- Watch
- Search
- Ask
- Engage
- Visit
- Compare
- Come back
What we believe
Six things we hold to.
- 01Expertise should come from experts.
- 02AI should make people more effective, not make them sound less human.
- 03Outbound should have context.
- 04Data should lead to action.
- 05Visibility should eventually create commercial movement.
- 06And marketing and sales should probably stop pretending they live on different planets.
Who it is for
Consulting and professional service firms.
High-ticket B2B services, bought on Fimiliarity.
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Fimiliarity isn't luck. It's the plan.
Co-founder and CEO
Cathleen Vermaak-Nisbet
Expert in go-to-market, outbound, GEO and AI. Ex-VC operator. Founded BananaOps, acquired by Fimiliar.
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Sound like the client, not a brand.
Co-founder and Head of Content
Jonathan Peters-Newman
Expert in personal branding, story and content that sounds like you. Award-winning ad copywriter; co-founded StoriLabs, acquired by TCN Cap.
In short
Get known. Understand the signals. Start better conversations.
Questions
What people ask about Fimiliar.
What is Fimiliar?
Fimiliar is a trust-led lead generation company for consulting and professional service firms. We map every person who shapes a buying decision inside the firms you want to win, score how fimiliar you are to each one and to the account, judge how ready the company is to act, and decide the next step for each of them. The work runs across 11 channels as one system rather than separate services: content, generative engine optimisation (GEO), PR, podcasts, newsletter, ads, website, outbound, engagement, email and events.
Who is Fimiliar for?
Consulting and professional service firms. High-ticket B2B services, where Fimiliarity decides the purchase, the seller's expertise is the product, and the buying group is large and partly hidden. If your Ideal Buyer is a managing partner rather than a marketer, this is built for you.
Do you work with law firms, accounting firms, and engineering or IT consultancies?
Yes, when the fit is right. Fimiliar is built for consulting and professional service firms broadly, so law firms, accounting firms, engineering consultancies and IT consultancies are all in scope, as are management consultancies and advisory firms. The test is the same in each: an offer that already wins, high-value work, and a buying group where Fimiliarity decides who gets hired.
Who leads Fimiliar?
Two co-founders. Cathleen Vermaak-Nisbet, co-founder and CEO, is an expert in go-to-market strategy, relationship-led outbound, sales pipeline, GEO and AI automation. Jonathan Peters-Newman, co-founder and Head of Content, is an expert in personal branding, storytelling, content and ghostwriting that sounds like you. Fimiliar is venture-backed by TCN Cap (London), which found the business through a LinkedIn post Cathleen wrote about it.