Wealth management copywriting case studies
For over 20 years, our writers have been creating wealth management content for new investors and HNWIs alike, that connects with clients, builds relationships and stands up to scrutiny
Case studies
At Alex Genn Copywriting, we’ve been working with wealth mangement business such as Invesco, Rathbones, CMC Markets, St James’s Place and the Trident Trust for over 20 years. Below you’ll find a small selection of our wealth management copywriting case studies. With 25 senior-level writers, each with at least 10 years’ experience, we have the maturity and judgement to ensure your wealth management marketing is as valuable and highly regarded as your opinion.
Invesco
The challenge: build it and they will come
Invesco asked for our help to develop the company’s new online trading platform for customers to use directly, without an adviser. It needed client research, UX design, content writing and testing.
Response: research-led content
We worked closely with multiple in-house teams and agencies, building user journeys for new and existing clients. We also collaborated with the customer services team to understand the typical client, their barriers and preferences.
After consulting with senior stakeholders, we re-worked the corporate tone of voice to suit the new website. We also created a new set of voice guidelines.
Finally, we wrote all site content, including FAQs and supporting marketing materials.
Result: high-value content, delivered at pace
Our new voice was welcomed by all senior stakeholders and adopted by the marketing team. The site was finished on time and to budget and was an immediate success with clients.
HSBC
The challenge: make it easy for new investors
HSBC wanted to help people who were new to investing find a managed portfolio that met their financial objectives and appetite for risk. They needed a welcoming voice and simplified content.
Response: a multi-team approach and simplified user journey
We worked closely with the UX and design team at the partner agency, as well as with HSBC directly, to develop a journey that guided users through understanding their approach to risk and how to invest.
We developed a straightforward voice that was friendly and helpful without being patronising, then wrote all the copy for the site.
Sliders helped users define their risk – these worked alongside simply-worded explanations of the investment options and associated risks.
Result: A polished site and more work
The project was completed on time and to budget, and led to a further project aimed at experienced investors, looking for more complex structured investment vehicles.
Rathbones Investment Management
The challenge: thoughtfully crafted articles for HNWIs
Rathbones asked us to come on board to write articles for their flagship ‘Rathbones Review’ magazine, which is sent to their HNW clients.
Response: a deft touch and delicate balance
As always, we assigned a senior-level writer who worked closely with the marketing team to understand format, the audience and the objectives of each article. The sample article here ‘Where There’s a Will…’ required a delicate balance from the writer. They needed to address the serious conversation of inheritance and wills in a relatively light-hearted way, to ensure reader engagement.
Each article had its own unique challenge and was a pleasure to work on. Other work included consulting on submissions from established professionals and authors, to assess suitability/edit for the magazine.
Result: universal approval
Our work was met with universal approval, and we look forward to a continued relationship with Rathbones.
Trident Trust
The challenge: multi-office support around the globe
Trident Trust provides corporate, fiduciary and fund administration services. They wanted to build their use of content marketing, from almost zero, to a consistent flow of site content and advertorials. They chose us because of our deep understanding of wealth management. Their requirement was for ‘insightful, valuable content’ which needed to be delivered across multiple locations, including Singapore, the British Virgin Islands, Barbados, Switzerland and Cyprus, using local input from experts.
Response: interview-led, insight-driven articles
It was clear from the start that the true value of Trident is in its people. We wanted to put this front and centre and Trident were enthusiastic participants in this strategy. They provided in-house experts across multiple territories for our senior-level journalists to interview. As always, we followed our tried and tested process.
We delivered a consistent stream of high-quality articles that were published both on Trident’s website, as part of their knowledge hub, and as advertorials in local magazines, to promote individual family offices.
We also undertook interviews with C-suite personnel, to introduce them, their experience and their philosophy to Trident’s audiences
Result: universal approval
We worked with Trident for over three years and successfully built their content engine into a formidable asset that they now manage in-house, with our support.
Our work is universally applauded and seen as a turning point in the way the business uses content to drive its marketing across multiple territories.
Ready to find out more?
We are always happy to chat to discuss your objectives and requirements for your wealth management copywriting.
Please note that at certain times of the year, we become very busy. This can lead to disappointment, so please arrange your investment content consultation or test piece at your earliest convenience.