Times of economic turbulence are part and parcel of asset and wealth management. Markets shift, headlines flare and sentiment dips and swells.

It’s easy, in these moments, to get caught up reacting in real time, allowing your comms to be led by the noise. 

But the firms that best weather such storms are not those that shout the loudest – rather those whose messaging stays anchored in clarity.

Composure becomes a strategic asset: a signal to clients, stakeholders, and employees that the ship is not only upright - it’s still on course. 

What do you stand for? 

When the world is unsure, audiences look for signals of stability. In asset and wealth management, this doesn’t mean predicting the unpredictable.

It means reaffirming what you do know: your investment philosophy, your expertise, and your principles. 

Your messaging shouldn’t chase headlines, it should lean upon your fundamentals. What do you stand for? Who do you serve? How do you make decisions when the path isn’t clear?

If your comms feel like they were written in a panic, they’ll be read in one. 

That doesn’t mean silence, it speaks to the importance of intentionality - every word counts. 

Look inside 

Before you decide what to say, remind yourself who you are. 

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.

The firms that communicate most effectively in a crisis are the ones that know, with absolute clarity, the foundation on which they are communicating. 

Avoid over-explaining 

There is often a temptation to say more: more footnotes, more hedging, more “what-ifs”. But when clients and stakeholders feel overwhelmed, they’re not looking for volume – they seek clarity. 

This is where marketing plays a crucial role in shaping what is said and how it’s said. Is your messaging calm? Is it consistent with past communications? Are you signalling continuity in the face of change? 

Now is the time to revisit your tone of voice guidelines - and actually use them. 

Show, don’t tell 

Any firm can say they’re prepared for volatility. Fewer can prove it. 

Use these moments to quietly demonstrate resilience.

Publicly, proactively share thought leadership that conveys your expertise and ability to navigate the situation. In direct client communications, revisit past performance through previous crises and highlight the robustness of your risk frameworks. Reinforce the discipline of your process - not by mere proclamation, but by showing it in action. 

Case studies, portfolio manager insights and timeline visualisations can help ground clients in the reality of the situation. In a fast-moving narrative environment, evidence points speak louder than overly adjectival communiqués. 

Remain steadfast 

Turbulence rarely last - but its effects do. The way your firm speaks during these periods will shape brand perception long after markets have calmed. 

Aim to project clarity through the chaos, and don’t try to control the tide or make offhand promises that you cannot keep.

Return to your principles, communicate calmly, provide your audience with comfort and remind them that while markets may shift, your purpose remains steadfast. 

If you need help...Alpha Agency has a depth of experience partnering with firms on building out their brand purpose and messaging. We’d love to chat with you.