Marketing without an understanding of your target audience is akin to shouting into a void. If you don’t know what your audience wants, how can you deliver messaging and activation that catches their attention, resonates with their needs, and compels them to engage with you? With this in mind, asset and wealth managers who want to connect more strongly with their customers and create tailored, impactful marketing strategies must have a strong foundation of client segmentation.
15 May 3mins
Why metadata is marketing’s hidden superpower
Metadata isn’t flashy - it doesn’t headline campaigns and isn’t projected onto billboards. Firms that treat metadata as core infrastructure - not back-office admin - build content ecosystems that are easier to manage, adapt and grow. In a high-volume, high-stakes sector like wealth and asset management, this structure is the difference between scattered output and strategic impact.
08 May 3mins
Banish boring and put a creative spark in your marketing
Workplace culture isn’t just beanbags and pizza Fridays. It’s how your team behaves when the deadline is tight, the compliance team is in the room and the campaign needs to land yesterday. In our industry, a lot of companies default to “play it safe”. But “safe” doesn’t have to mean boring.
01 May 4mins
Stick or twist? Taking a stance on ESG investing
Asset managers have been trying to be all things to all people on sustainability. But time is quickly running out and firms are under increasing pressure to pick a side.
17 April 4mins
Cool, calm and collected: marketing amid turbulence
Moments of external turbulence should prompt internal reflection. What are the values and beliefs that ground your business? What commitments have you made to your clients, to your team, and to your long-term strategy Marketing teams should start by convening internally: revisit your brand pillars, your client promises, and your mission statements. These are your anchor points.
10 April 2mins
Diverse portfolios, yes. But diverse people… no?
Concentration risk is not just a cause for concern when it comes to your investments, it is also a potential problem in your workforce. Maintaining a narrow concept of talent and capability means companies are overlooking a powerful and underutilised group that could spark some true innovation
03 April 2mins
Beacon: What’s new for 2025?
We're excited to share the latest updates, which have been designed to make your experience even more user friendly and insightful. Beacon offers actionable insights to help you understand your firm's performance against industry standards.
25 March 2mins
Marketing is not an island
Viewing marketing as a siloed, downstream function ignores its strategic potential. The most effective marketing teams are not idly waiting for instructions; they are involved in key discussions across the company
20 March 2mins
Spring clean your marketing
As winter gives way to spring, many of us develop an inexplicable urge to clean and get rid of unused or broken items. It can be therapeutic. While we don't recommend marketing teams go full 'Marie Kondo', setting aside time to get your house in order, at least once a year, is good practice.
13 March 3mins
Where investment content marketers can use AI right now
AI is learning at an accelerated pace but it's not quite ready to run on its own, so it should be used with caution - especially by content teams. That said, there are some ways it can make tasks more efficient but the human touch remains non-negotiable.
05 March 4mins
Next gen ‘emerging’ marketers are key to reaching younger investors
In a marketplace crowded with firms jostling for visibility, successful differentiation is a growing challenge. This presents an opportunity for emerging marketers to prove their worth. While seasoned professionals often draw on tried-and-tested strategies, fresh talent brings a different lens, spotting gaps and untapped potential amid a sea of convention.
