Express your investment differentiation

Conveying your difference in terms of asset class, strategies or ESG approach is not easy. Our external viewpoint and industry expertise can help you find the attributes that truly stand out, and express it in a compelling way. 

Why you need it

Focus on the client

Talk about your investment strengths in a way that matters to your clients - not your business. 

Stand out from the crowd

Articulate your message in a way that differentiates your business from your competitors, using a fresh perspective. 

Consistency with your brand

If you investment capability articulation fits neatly with your overall brand message, it is much more memorable for your clients. 

Our approach to capability articulation




We start with a deep-dive into your capability, familiarising ourselves with your current articulation, materials and positioning in the industry. 



Through a series of interviews with internal stakeholders, we attempt to uncover the differentiating elements to your approach and offering. 

At this stage, we also carry out industry and competitor research, to understand any gaps in the market. 



At this stage, we are in a position to play back the key findings from our research and interviews. This takes the form of discussions and workshops where we look to share a distillation of the key findings to see what resonates with your business. 


Value proposition

Following feedback from the workshop, we develop a value proposition for your investment capability. This factual summary of characteristics, benefits and ways it can help your clients forms the basis of any sales collateral. 




We develop a narrative for your capability, articulating your difference in an engaging manner, alongside the relevant proof points to evidence your claims. 

Other articulate services

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Develop an authentic brand

Your brand is more than a logo. It is the reflection of what you want to be known for and why people choose your business.

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Market segmentation

We help you identify how to group your clients so that every message you send feels exactly relevant to them.

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Sustainability positioning

Addressing sustainability is a crucial issue for the investment management industry and having an authentic ESG position will set your firm apart.

Firms we have worked with

Amundi Asset Management
BNY Mellon
BNP Paribas Asset Management
Columbia Threadneedle
Evenlode Investment
First Sentier Investors
First Trust Global Portfolios
GAM Investments
Gresham House
Janus Henderson Investors
Legal & General Investment Management
London & Capital
Lord Abbett
M&G Investments
Majedie Asset Management
MFS Investments
Natixis Investment Managers
Nedbank Private Wealth
Polar Capital
River & Mercantile
Square Mile Research
Standard Life Aberdeen
T.Rowe Price
Santander Asset Management
Sarasin & Partners

How can we help you tell your story?