Marketing gazette case study
How Medius’ “Accounts Deceivable" Podcast Changed the Narrative Around Invoice Fraud
At Medius, our mission is to help companies take control of their finances - streamlining accounts payable, removing manual friction, and using AI to get ahead of fraud and risk. While it’s encouraging to see more finance businesses investing in technology to fight financial crime, we’ve had to ask a harder question: Are they investing in the right software?
Because fraud doesn’t just exploit systems - it exploits silence. It thrives in fear, in hesitation, and in the belief that “this won’t happen to us.”
That reality was confirmed in our 2024 Medius Financial Census. Nearly half of businesses - 44% - told us they’ve been targeted by invoice fraud. And yet, despite how widespread the threat has become, most professionals aren’t talking about it. Over half of finance leaders in the UK and US said they’ve seen or suspected internal fraud. But four in five chose not to speak up - and for nearly half of them, it was fear of recrimination that kept them quiet.
Fraud is no longer a fringe concern. It’s a systemic issue - growing in scope, sophistication, and boldness. But it remains under-discussed, underestimated, and misunderstood - especially when it happens to businesses.
That’s why we created Accounts Deceivable - a true-crime-inspired podcast series that brings the realities of invoice fraud out of the shadows. We knew we had to go beyond typical B2B content to really connect with people - not just as finance professionals but as humans. The podcast tells real stories in real voices - from those who’ve been defrauded, those who’ve committed the fraud, and the people trying to stop it.
Podcasting has proven to be an especially effective channel for B2B brands looking to deepen engagement. A BBC-commissioned report found that organizations with branded podcasts saw 89% higher awareness, 57% higher brand consideration, and 24% higher brand favorability. But while the opportunity was clear, bringing Accounts Deceivable to life wasn’t without its challenges. Navigating a topic as sensitive as invoice fraud required careful storytelling - balancing emotional impact with respect and vulnerability with credibility.
Convincing people to share deeply personal, sometimes painful experiences took time, trust, and a strong sense of purpose. Also, it had to resonate beyond the finance function - which is why we leaned into the true-crime genre, choosing a format that naturally draws listeners in and holds their attention.
And it worked. Since its launch, Accounts Deceivable has landed in Apple’s Top 150 business podcasts, drawn over 100,000 unique downloads, and maintained a 91% episode completion rate - a strong indicator of genuine engagement. What started as a one-season experiment quickly grew into a three-season campaign. The podcast became a powerful driver of engagement across Medius’ entire marketing ecosystem - from fueling high-performing social content to inspiring webinars to generating media coverage and earned editorial that continues to elevate the brand. It’s given us a fresh, authentic narrative that cuts through across channels, helping us show up in the market in a more human and credible way.
But the true impact came from the shift in perception. Among U.S. financial professionals who listened, 94% said the podcast improved their view of Medius, and 92% said they’d be more likely to invest in our technology. And beyond measurable business impact, Accounts Deceivable has also been recognized across the industry - winning Best Financial Services Campaign at the PRWeek Awards, taking home Silver awards for both PR Campaign and Content Marketing Campaign at the B2B Marketing Awards, and earning Highly Commended in the B2B Campaign of the Year category at the PRCA Awards.
While we’re proud of those numbers and awards, what matters most is that we helped open up a conversation that too many were avoiding - or even putting off. With Accounts Deceivable, we didn’t just highlight the risks of invoice fraud - we put a human face to them. We challenged the assumption that technology alone is enough and showed that change starts with awareness, honesty, and the courage to speak up. Because sometimes, the most powerful thing you can do in B2B marketing isn’t selling. It’s storytelling.
