The boom in industry podcasts coincided with the pandemic (sorry to bring that up). Asset and wealth managers were keen to stay connected with their audience and, with in-person events firmly on pause, a podcast felt (dare we suggest) like a more human approach.

Video can be an intimidating medium, with many people reluctant to be filmed. And yes, there are those who struggle to listen to the sound of their own voice.

But podcasts offer a new touchpoint, one that listeners could engage with on-the-go, where they could hear from a wider range of experts and peek behind the corporate curtain to catch a more personal glimpse of the inner working of their asset/wealth manager.

Easier than video, but not easy

The biggest plusses of podcasts are that they are (typically) easy to record, (relatively) quick to edit, cost efficient and simple to share.

Two people on opposite sides of the world can sit in front of their laptops and record a conversation. An audio editor then clips the track and inserts sound files for the intro and outro music and any mid-conversation segues.

This takes away a lot of the challenges of video. Audio producers don't need to worry about lighting or image clarity. They don't have to stitch together clips in a way that avoids unnatural movement. Participants tend to be less self conscious.

Even with the advantages podcasts have over video and the benefits they can offer over written content, many firms are still struggling. They either want to start a podcast but aren't sure how or they have already set one up and are finding it difficult to maintain momentum.

An experience shared

This is something we, at Alpha Agency, fully understand, having relaunched our podcast, Two in Twenty, in late 2025.

We wanted to take the opportunity to share some of the lessons we have learned.

A clear purpose is vital

Our podcast is a chance for Senior Partner Twink Field to interview prominent figures in financial services marketing. We ask our guests to tell their stories, give insights into how different companies manage their marketing efforts, and share some tips for aspiring marketers in the industry.

We want to highlight best practice, get people thinking of different ways to tackle their own challenges and build a sense of community.

An authentic connection

One of the best parts of a podcast is the personality that comes across from every guest. Listeners can really feel the passion of a speaker when hearing it directly, as opposed to reading a transcript.

It’s also a great opportunity for people to engage with and learn about your business in a different way. Genuine enthusiasm is an incredibly difficult thing to convey in writing but so easy when a passionate person is speaking about something they find fascinating.

If asked to describe an asset manager, few people would pick terms such as 'warm', 'witty' or 'eloquent'. But the right speakers on the right topic can create magic.

Have a plan

The greatest challenge facing anyone with a podcast is how to keep it interesting. Many attempts last a few episodes before the ideas run dry and the listeners dwindle.

Building a pipeline of guests - even as far out as several months in advance - will maximise your chances of posting on a regular basis and minimise the risk that someone will have a scheduling conflict at the last minute and you will be stuck without an episode for that week or month.

Where possible, have an episode on standby. This 'break glass in case of emergency' episode will need to be used in good time, however. It cannot exist permanently on the shelf or you run the risk of offending your guest.

A wishlist of ideal guests is a wonderful thing, but they tend to be 'ideal' because they are very busy. Don't underestimate the value of showcasing lesser heard voices, their views and opinions might just surprise you and can add a whole new dimension to discussions.

It also does not need to be a one-and-done scenario, you can invite people to appear again or produce a short series if someone has a breadth of insight and expertise you would like to dive into.

A central voice

Some podcasts have one host, some have two. Others may choose a revolving panel of hosts in order to lighten the load on a single person or team. These are all fair and reasonable approaches. Above all else, the approach you take must suit your firm's particular business needs.

As our host, Twink uses her warm personality and genuine curiosity to keep the conversation flowing, asking insightful questions to draw out our guests' expertise and making them feel comfortable by engaging them in an authentic conversation.

Above all else, she brings sincerity.

The six Ps

Preparation is key to make sure the production runs smoothly.

The lifecycle of an episode starts with booking a guest, and once the timeslot for the episode itself is booked, we also offer a prep call to run through potential questions, and have a quick tech check.

We use a web app called Riverside to record episodes, which most guests have not interacted with before, so making sure it works correctly ahead of time is always a target. Riverside records on each device locally, and then uploads all of the files to a place accessible by the editor.

This is good for two reasons:

• It means that any internet issues don’t affect the audio recording - even if the call itself can sometimes be less than perfect, the recording comes through great every time.
• Guests have no need to find a way to send files, it’s all handled while they’re on the call and saying their goodbyes after the recording.

All in all a perfect app for our use case.

Natural beats overly polished

Editing for Two in Twenty is fairly minimal, which is not to say it doesn’t take a lot of time and care, but more that we try to keep the podcast sounding natural, while still trying to keep it as close to 20 minutes as possible (a very challenging task considering the wealth of information coming from our guests).

If you are looking to start your own podcast for your business, it’s all in the preparation.

Any business could benefit from a regular podcast if they come at it with an idea for longevity. Find a recording setup that works for you, find a recurring yet not repetitive episode format, line up your first few episodes, and get recording.

If you have any questions or would like help in launching or re-energising your firm's podcast, please get in touch.