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Smarter Financial Planning

Strategy
Brand
Website
Content
Smarter Financial Planning was using a templated website, which meant that the same copy and images were being used by other firms.  

The messaging was mainly about products - it didn't explain anything about the benefits of financial planning. The logo was also in need of an update.

After an in-depth strategy call we were able to identify the firm's unique qualities: credibility, approachability, calmness and integrity. We also defined the target market: people who were 55+, who had created their own wealth, worked hard and like to enjoy simple things in life.

We rebuilt the website creating content that would appeal to this audience and a new brand identity featuring a blackbird (known for being warm and friendly) whose body was made up of elements of financial charts.

We also created a flagship video with Jon and a client video that explained the benefits of working with him.

"I had more visitors in the first six months of having a new website than I'd had in the whole time I'd been in business!" says Jon.

We are now creating monthly blog posts, a client newsletter, social media, local advertising and printing for Jon.
Before
After
Before & After

Kennedy Independent Financial Advice

Strategy
Brand
Website
Content
KFA were struggling with an image and a website that were both stuck in the past. The website was complicated, impersonal and hard to navigate. The inclusion of the FTSE 100 widget on the home page contradicted the long-term financial planning message.

We refreshed the logo by updating the colours and reducing the red - which can sometimes represent 'danger', particularly in financial services.

We then created a brand-new website that developed KFA's tagline 'Life's better with a plan' across new copy and a series of pages that made it much easier for visitors to find the information they need.

Interviews with clients were used to complete the picture of the firm providing personalised, life-changing financial planning.

The website has since generated brand new leads and positioned the firm as relevant, professional and approachable. We continue to work with KFA to provide newsletters, social media content and printed assets.
Before
After
Before & After

Medical & General

Brand
Website
Medical & General wanted to be seen as the go-to company for people looking for specialist and general financial support, but they were competing with firms with much bigger budgets.

Their logo didn’t stand out and the font used was a little stuck-in-the-mud. The website wasn't optimised for mobile and the messaging was jargon-heavy and unclear.

Incorporating the company’s initials and using the ‘M’ in a way that resembled a heart rhythm, we were able to modernise the brand and create something both modern and engaging.

We followed that by creating a website that was much more eye-catching and personal. We created copy that was warm, engaging and explained what the firm offered.

Interviews with clients who were a mixture of medical professionals and non-medics confirmed the benefits of working with M&G.

Barnaby Cecil

Strategy
Website
Content
Barnaby Cecil works with medical professionals, digital executives and those close to retirement, but his website didn't make that clear. There was also nothing on the website to encourage visitors to make contact with the firm.

So we refreshed the messaging and design, making it much more focused on the firm's target market by talking about the problems they face when it comes to planning their finances, and how Barnaby Cecil can help to solve those.

We also created a marketing funnel by adding an NHS pension calculator and two free downloads that were given in exchange for the client's email address. This is designed to capture a database of prospects that the firm can communicate with in the future.

We continue to work with Barnaby Cecil to provide monthly blog posts, a client newsletter, social media content, local advertising and printed brochures. In addition, we also helped Barnaby Cecil with the launch of its NHS podcast, which has had over 800 downloads so far.
12,000
Emails sent
800
Podcast downloads
4
Campaigns
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