With more than 4.6 million people looking for podcast speaking gigs, it’s not necessarily difficult to find someone to speak on your show. But it can be quite the ordeal to find a qualified fit, especially when you throw specific industries, credentials, or timelines into the mix.
The good news is that there are ways to source A-list guests while ensuring the best possible culture fit and credibility match for your podcast.
The following guide explains how to find podcast guests that match the unique needs of your show. You’ll learn about the various methods to explore, how to evaluate possible guests, and some simple and easy templates to begin your outreach efforts.
- What Are the Most Effective Ways to Source Finance Podcast Guests?
- How Do You Evaluate Potential Finance Podcast Guests?
- What Guest Outreach Templates Actually Get Responses?
- The Bottom Line on Finding Podcast Guests
What Are the Most Effective Ways to Source Finance Podcast Guests?
If you don’t already have a source for podcast guests, you’ll need to find a way to find the right fits for your show. Thankfully, there are plenty of options depending on the time, money, and effort you’re willing to spend.
We’ve ranked the following methods by success rate and time investment so you can make an informed decision for your show.
1. Guest Sourcing Tools
- Average cost: $30 to $100+ per month
- Average time: 60 minutes per week
- Average effort: Low
Guest sourcing tools are exactly what they sound like: platforms designed to match podcasts with possible guests. Some provide AI options that match you with guests based on keywords, interests, and topic/industry.
Most podcast matching platforms are 100% free, but more and better features typically cost extra per month. This method also takes the least amount of time compared to other strategies. Just keep in mind you might have less control over who gets selected (unless you pay for more robust features).
Specific Options
- PodMatch: Starts at $32 per month to ‘matchmake’ with possible guests in your industry.
- Talks.co: Offers a free plan to explore possible podcast guests, availability, expertise, and recent podcast appearances.
- Podcast Guests: A free biweekly newsletter featuring 20+ guests looking for speaking opportunities on podcasts in their niche.
2. Try a Podcast Marketing Firm
- Average cost: $2,000 to $5,000+ per month
- Average time: 15 minutes per week
- Average effort: Low
Podcast marketing firms specialize in podcast marketing services, and often end-to-end guest booking services, so you’re not sourcing and pitching guests yourself. Some firms even have established relationships with industry experts as a hands-off way to secure high-quality appearances on your podcast.
The biggest advantage to this strategy is credibility and reach, since you can quickly connect with thought leaders, authors, and executives. Just keep in mind this is reflected in the price tag; podcast marketing firms are typically the most expensive guest sourcing option.
Specific Options
- The Podcast Consultant: Can assist with editing, auditing, and producing your financial podcast so you can spend more time bringing on high-quality guests (and attracting A-tier guests via quality productions).
- Podchaser Pro Services: Provides agency-style research and outreach support alongside Podchaser’s extensive podcast database.
- The Conversation Store: Helps drive bookings to B2B podcasts in specialist niches, including complex topics such as finance.
“Keep in mind, you can always hire a podcast guest booking service like the one offered by The Podcast Consultant for limited campaigns when you have something to promote, like a book or an upcoming webinar, etc.”-Robert Van Vranken, Launch Specialist, Podcast Consultant
3. Forum Posts
- Average cost: Free
- Average time: 60 minutes per week
- Average effort: Medium
Online forums offer a grassroots way to connect with potential podcast guests via online communities. It may require more time and consistency than the above two options (as you’ll need to actively monitor threads, post replies, and answer direct messages), but your requests may come across as more authentic and genuine.
The upside is that these groups often have highly engaged members who are serious about jumping on your show. The downside is often quality control: you’ll need to vet guests carefully to make sure they align with your brand, audience, and credibility standards.
Specific Options
- Reddit’s r/PodcastGuestExchange
- Facebook’s Podcast Guest Exchange Community
- LinkedIn’s Podcast Hosts & Guests Network
4. Leverage Your Network
- Average cost: $0 to $199 (automations or premium tools)
- Average time: 120+ minutes per week
- Average effort: Medium
Tapping into your existing network is one of the most effective ways to locate high-value podcast guests. This could be through social media like LinkedIn posts, industry-specific Slack groups, or even alumni associations, where friends and acquaintances help share your request.
Since network referrals come with an additional layer of trust, you might be able to book podcast guests faster than through other methods. The challenge here, compared to other methods, will be consistency: you’ll need to make regular posts and direct requests for appearances, or watch as your older messages get buried in feeds.
Specific Options
You might make posts on:
5. Manual Outreach
- Average cost: Free
- Average time: 180+ minutes per week
- Average effort: High
Manual outreach is the most time-intensive strategy, but it also gives you the most control. You research potential guests one by one, find their contact info, and send personalized messages to explain why they’d be a great fit for your show.
The upside is, you can target anyone you want: think niche experts, celebrities, and/or big-name executives. The downside is, it’s labor-heavy. Results often depend on the quality of your pitch.
We’ll cover some guest outreach templates you can use later in the guide.
Specific Options
- Phone calls
- SMS (texting)
How Do You Evaluate Potential Finance Podcast Guests?
Maybe you’ve never had a guest on your show before, or perhaps you already have a few guests in mind. Either way, you should know how to evaluate their suitability as a guest for your financial podcast. That can help you avoid mismatches or awkward conversations in the future.
First, let’s break down some of the most important points in this vetting criteria checklist:
| Criteria | What to Look For | Description |
| Expertise and Credentials | Relevant qualifications, track record, or professional role | Are they a genuine authority in finance, investing, fintech, or regulation? |
| Audience Relevance | Alignment with your target listener persona | Will their story, expertise, or perspective resonate with your audience’s needs and goals? |
| Thought Leadership | Original ideas, data, or frameworks | Do they bring fresh perspectives |
| Storytelling Ability | Engaging communicators | Can they explain complex financial topics clearly? Are they open to sharing personal stories? |
| Speaking Experience | Prior podcast, panel, or keynote appearances | First-time guests can work, but ideally they’re comfortable speaking on a mic |
| Brand Alignment | Shared values and professional credibility | Does featuring this guest enhance your show’s positioning—or could it harm credibility? |
| Social Reach | Size and engagement of their network | Can they amplify your episode through LinkedIn, X, newsletters, or their own audience? |
| Availability and Reliability | Willingness to schedule, prep, and follow through | Are they responsive and easy to work with? |
Now, let’s dive a little deeper into what to keep in mind.
Guest Red Flags to Avoid
What if a possible guest seems to check all the boxes, but doesn’t pass the sniff test?
You might want to deep deeper and look for possible issues that might render them ineligible for the speaking opportunity.
Keep an eye out for guests who:
- Only want to pitch a product or service. Unless they’re bringing some kind of value to the table (such as their unique backstory or history with financial services), they may not be a value-add for your show.
- Have no verifiable track record or sketchy credentials. That’s not to say an ‘unqualified’ guest doesn’t deserve a place on your show. However, if a potential guest pitches you with an impressive Ivy League degree or substantial work history, you might want to check if they’re the real deal (and not just fronting for a possible speaking opportunity).
- Are poor communicators. If a guest overuses jargon or rambles without structure, it might be difficult to connect with your audience as normal. This could lead to an awkward recording session and frustrated listeners, which does the opposite of growing your show.
- Have controversial or misaligned values that could harm brand trust. This is a careful balance of evaluating credibility versus controversiality. If the guest is credible, but is often a point of contention in popular spaces, it may invite lots of attention to your podcast as a result. Are you ready to take the heat, or potentially the praise? Depending on the figure, it may or may not label you as a potential part of the cause.
Keep in mind these red flags are just that: red flags. There’s no black-and-white matrix, and technically, no wrong or right choice.
It all goes back to your decision on whether or not to allow a guest on your show.
In some cases, a guest asking for an “honorarium”, or voluntary payment for their time and effort, is a legitimate request, but usually only for celebrities or high-demand guests. If it’s just your average guest without a huge following, I’d consider that a red flag and avoid booking them.”-Robert Van Vranken, Launch Specialist, The Podcast Consultant
What Guest Outreach Templates Actually Get Responses?
It’s not always hard to find a great guest for your show. The difficulty stems from actually getting a response from your prospect. Considering the cold email response rate in 2024 hovered dangerously close to 5% or less, reaching out to prospects in a way that encourages action (and cuts through the noise) can be difficult at best.
The following is a list of guest outreach templates you can use to connect via email, phone, or social media. You can use the plug-and-play template to build a quick response of your own; however, make sure to customize it to the guest in question.
Note: Keep in mind you can adapt these outreach templates to emails, phone scripts, or LinkedIn direct messages. Just make sure to add a personalized spin and avoid sounding too much like a template or AI. Studies show that AI-heavy messages can create feelings of disgust and poor word-of-mouth recommendations.
“Brevity and directness are key; make sure to provide everything a host or guest booker would need upfront to cut down the number of exchanges needed to get booked”-Robert Van Vranken, Launch Specialist-The Podcast Consultant
For Fintech Founders and Startup Leaders
Many founders respond quickly to opportunities for brand exposure. This allows you to send high-energy, forward-looking messages that speak directly to your prospect’s (likely) reciprocal excitement.
Subject Line
Put [Startup] in Front of [Podcast]
Hi [Name], I’ve recently heard about [startup] and your work on [product/service]. Our podcast reaches thousands of listeners who are interested in [field]. I’d love to feature your story and vision in an upcoming episode. Open to being a guest?
Hi [Name], congrats on [milestone/funding/product launch]. On [Podcast Name], we spotlight fintech leaders driving [subject]. Would you be open to a guest interview?
Phone Call
Hi [name], I’m [name] from [podcast]. We spotlight fintech founders shaping the future of [industry]. I’d love to showcase [startup]’s story for our audience. Can I send some details via email?
For Investors, Analysts, and Economists
These guests often value your credibility and commitment to data sources. For this reason, you may want to keep your outreach factual and authoritative. Fewer follow ups may also be in order to avoid miscommunications or frustration.
Subject Line
Insights Wanted for [Podcast]
Hi [name], I follow your recent work on [specific report or article] and think your perspective on [topic] would resonate with our financial audience. Would you be open to joining us on [podcast] to share your latest insights? We reach [audience stat], and our listeners trust experts like you to make sense of today’s markets.
Hi [name], I’ve become quite a fan of your work on [specific topic] and wanted to reach out. I host [podcast], where we speak with economists and analysts to unpack financial trends. Would you consider being a guest and sharing some of your thoughts?
Phone Call
Hi [name], this is [name] with [podcast]. I have a lot of respect for your work at [company]. Our audience of [X listeners] would really value your insight on [specific topic]. Would you be open to recording a [time commitment] guest spot?
For Financial Advisors
Many financial advisors get excited at the thought of exhibiting practical experience. In your outreach messages, focus on client impact and storytelling. You should also make it clear why you want them specifically for your show.
Subject Line
Share Your Expertise on [Podcast]?
Hi [name], I’ve been referred to [practice name] by [name], and I can see you’ve built a strong reputation helping clients navigate [niche/market condition]. I’m the host of [podcast], and my audience loves hearing practical advice from acting professionals in the field. I’d love to have you on [podcast] to share your approach to guiding clients through [topic]. Interested in making an appearance?
Hi [name], really impressed with your profile and how you’re [specific achievement]. I host [name], where advisors share real-world strategies covering [topic]. Would you be open to guesting on an episode?
Phone Call
Hi [name], this is [name] with [podcast]. We highlight stories from advisors who are shaping the industry. I think your experience with [specific challenge] would resonate with our audience of [#]. Could I send details?
For Financial Policy Experts
Many guests in the financial policy space care deeply about accuracy and positioning. Do your best to keep outreach both simple and respectful, while emphasizing the size of your audience and the type of education they need.
Subject Line
Educate Listeners on [Policy/Regulation] via [Podcast]
Hi [name], I’m [name], the host of [podcast]. Your expertise in [area of regulation] would be invaluable for our audience of [#] financial professionals. [Podcast] aims to clarify policy changes and their impacts. Would you be open to joining us for an on-camera discussion?
Hi [name], I host [podcast], where we help [audience] stay ahead of [topic]. As one of the leading experts on [subject], I’d love to feature your perspective. Would you consider joining for a guest episode at your convenience?
Phone Call
Hi [name], this is [name] with [podcast]. I’ve been looking for a [type of person] who can give my audience of [type of professionals] clarity on [topic]. I’ve read through your work, and your perspective on [topic] would be hugely valuable. Could we invite you to record an episode with us?
For High-Profile Financial Thought Leaders
High-profile professionals in the finance space often receive pitches, so make sure to turn the focus on your podcast’s audience size, influence, and potential impact.
Subject Line
An Invitation to Share Your Investment Philosophy on [Podcast]
Hi [name], your leadership in [investment strategy/field] has shaped the way many professionals think about markets. Our audience of [X listeners] would benefit tremendously from your insights. I’d love to schedule a conversation for [podcast] at your convenience.
Hi [name], I admire your work in [specific area]. On [podcast], we bring leading voices in finance to our audience of [X] people. Would you consider being featured as a guest?
Phone Call
Hi [name], this is [name] from [podcast]. We highlight thought leaders shaping financial markets. Our audience of [X professionals] would have a lot to gain from your insights. Could we schedule a time for an interview at your convenience?
What Happens if You Don’t Get a Response?
A follow-up message may be in order.
This doesn’t have to be anything drastic or long; one or two are all you need. Anything more than that may come off as pushy or ‘spammy,’ which isn’t a good look for a small, growing finance podcast.
If you don’t receive a response at all, you can try a message like this:
- Gentle Reminder: “Hi [name], just circling back to see if you’d be open to joining us on [podcast]. We’d love to feature your expertise on [topic].”
- Value-Add: “Hi [name], I wanted to follow up and mention we’re planning an episode on [specific trend]. I think your perspective could add a lot for our listeners.”
- Social Proof: “Hi [name], quick follow-up. We had [guest A] and [guest B] on recently, who had great conversations with us, and thought you might be interested. Here’s the link: [URL]. I’d love to see if we could feature your voice next.”
- Scarcity and Timeliness: “Hi [name], we’re finalizing our guest lineup for [time period]. If you’re interested, I’d love to reserve a slot for you before the schedule fills.”
- Last Touch: “Hi [name], don’t want to bother you, but I’d still love to connect you with our audience if the timing works. This will be my one and only follow-up, but keep in mind the door’s always open.”
If you do receive a response, but it’s a ‘no’ (or at least a temporary negative), you may want to follow up with a friendly, professional acknowledgement. Again, this doesn’t need to be long or self-deprecating.
One of these templates can help you close the loop professionally:
- Respectful Close: “Totally understand, [name]. Thanks for the quick response, and best of luck with everything you’re working on.”
- Leave the Door Open: “Appreciate the reply, [name]. If things change down the road, I’d be happy to reconnect. Wishing you continued success!”
- Gratitude and Soft Exit: “Thanks for letting me know, [name]. No worries at all. Looking forward to crossing paths in the future. I genuinely admire your work!”
- Alternative Engagement: “No worries at all, [name]. If you’d ever like to contribute insights in another format (article, quote, something similar), I’d be happy to work something out.”
- Future Revisit: “Thanks for your reply, [name]. If you’re open to it, I’ll check back in later this year in case the timing is better. Wishing you all the best until then!”
“There are always extended networking opportunities with podcast guests. Once you have a great guest on a call or in-studio, feel free to ask if they know others from their organization or industry who could potentially be a future guest participant.”Robert Van Vranken, Launch Specialist-The Podcast Consultant
The Bottom Line on Finding Podcast Guests
Booking a great podcast guest will take time, money, and effort. The ratio of each depends entirely on your preferences. We hope the suggestions above gave you a solid starting point for finding, evaluating, and reaching out to possible guests.
But now that you’ve got your guest(s), what’s next? If you haven’t recorded before, it might feel a little daunting.
The good news is, we’ve done the heavy lifting for you. One of the resources below may pique your interest: