Formerly White Marble Consulting
Advisers need technical understanding to be able to assess increasingly complex strategies and the fluency to explain them to clients in a Consumer Duty world. Product brochures and factsheets alone no longer suffice. In response, leading firms are building educational platforms where advisers can learn, ask questions and get help when taking the theoretical and making it tangible.
ETF interest has continued to boom across both retail and institutional markets, driven in part by rising financial literacy on platforms like TikTok and Instagram. As retail investors grow more confident, active ETFs have emerged as a compelling option because they offer a streamlined pathway to strategy, flexibility, and downside management. But with growing popularity comes strong competition.
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.
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.
Explore three investment marketing trends that will evolve in 2025 - private markets, consolidation and ESG - and how marketers can prepare.
It’s always interesting to look back and see the different types of projects we completed in any given year. Having the opportunity to work on a such an incredible range of strategic, as well as ‘business-as-usual’, projects is one of the things the team cherishes most about working at Alpha Agency.
There comes a time in every marketing leader’s career that they may want to revisit the structure of their team – whether new to the role or recently appointed. Maybe they feel their current set up is failing to deliver what is expected by the business, or they are concerned by the harried looks on the faces of even their top talent. Whatever the motivation, once the seed is sown that a restructure could help, the next question is usually: “Where do I start?”
Investment marketers operate in a competitive industry with sophisticated clients and ever-changing markets. Success requires highly-coordinated efficiency and precision. Yet, many firms still conduct their marketing in siloes. In 2025, this can no longer be acceptable; the baseline for achieving your results must be integrated marketing, where alignment and consistency across all your marketing activities drives higher engagement and more measurable ROI.
Kirsten Hastings, Head of Content at White Marble (now known as Alpha Agency) is joined by our founder Twink Field and Mark Doyle, formerly EVP Strategic Marketing & Product at Natixis. In this episode they dive into the world of marketing and the multi-affiliate model, talking through the challenges and opportunities – not only from a brand perspective, but also a budget one – and whether it is possible to have a unified multi-affiliate culture.
Pivoting under cost pressures through more a targeted approach. In an environment where marketing budgets are squeezed and…