If your marketing feels scattered, inconsistent or too complex — you’re not alone. Smaller firms and lean marketing teams often struggle to:
If your marketing feels scattered, inconsistent or too complex — you’re not alone. Smaller firms and lean marketing teams often struggle to:
Build a consistent story across channels
Find the right positioning in a crowded market
Execute campaigns with limited time and resources
This combination only leads to complex and messy messaging that doesn’t land, campaigns that don’t convert and a frustrated team that makes little or no progress.
The ALPHA Framework fixes that.
Most financial firms don't struggle because they've got a bad product. They struggle because their marketing is unclear, inconsistent or completely reactive.
Maybe this sounds familiar:
Your marketing team is small, overstretched and stuck in 'doing mode'
Your campaigns are created in silos, one message on LinkedIn, another in sales decks and something totally different on your website
You know you need a strategy, but creating one feels like climbing Everest without a map
That's where the ALPHA Framework comes in.
The ALPHA framework is a structured, step-by-step process that strips out the guesswork and brings clarity to your marketing.
Instead of piecing things together on the fly, you get a system designed specifically for your business that:
uncovers your true position in the market
makes execution so much easier
sharpens your story
With ALPHA, you don't just walk away with a ton of ideas. You'll leave with a blueprint, a toolkit and the confidence that your marketing is finally working in unison.
ASSESS: Audit your current marketing, messaging and competitors to uncover strengths, gaps and opportunities
LOCATE: Define your position in the market, clarify your audience and pinpoint what makes you different
PLOT: Build a clear messaging framework and strategy roadmap to guide every communication and campaign
HARDWIRE: Embed the strategy into practical assets to build awareness and convert your ideal audience
ACTIVATE: Launch with confidence through guided execution and ongoing advisory support
Your business isn’t static and your strategy shouldn’t be either. Financial brands evolve as markets shift, regulations tighten and client expectations rise. The ALPHA Marketing Strategy has been developed to keep pace with that reality.
You’ll gain a structure that adapts as you grow, offering a clear direction today, whilst leaving room for change tomorrow.
If you've got a team and direction, I'll build the roadmap
If you're light on resources, I'll step in and help deliver
If you want it all managed, I'll take it off your plate
Every engagement is lean, focused and built for impact, giving you clarity and results without wasting time, energy or budget.
This isn’t a quick-fix workshop or stack of templates.
The ALPHA framework combines 25 years in financial markets with proven strategy, copy and content expertise created for leading fintechs and financial brands. It will provide you with messaging that earns trust, strengthens your position in the market and gives your brand a voice people listen to.
You’ll finish with a complete, actionable brand and messaging strategy – one that guides every campaign, conversation and piece of content that follows.
This service is ideal for small or mid-sized financial and fintech firms, or lean marketing teams that need structure, clarity and a defined direction — without hiring a full agency or strategy department.
Absolutely. Many clients already have capable teams in place but need expert direction or an external perspective to connect the dots and sharpen their message.
The full ALPHA framework runs over four weeks. Each stage builds logically on the last, giving enough time for insight, reflection and refinement, without dragging on or losing momentum.
It’s comprehensive. It will shape your messaging, tone, brand positioning and marketing roadmap, but focused on practicality. You’ll walk away with a strategy that’s not theoretical, but ready to implement.
Your input is essential early on. We’ll run two online discovery sessions where we define goals, direction and priorities. After that, I take the lead, keeping you updated at key milestones.
Yes. Once the strategy is approved, I can handle the copy and content development myself or collaborate with your team to create assets that match your goals and brand tone.
You’ll receive a polished strategy document that’s concise, visually clear and ready to share internally or with design and content teams. It can also act as a reference for all internal and new employees over the years to come.
You’ll have a complete strategic framework, tone of voice, messaging hierarchy and content direction. From there, you can implement it internally, continue working with me on copy development or retain me for ongoing strategic support.
With over 25 years of financial writing and strategic experience, including time as an investment analyst and fintech founder, I understand both sides of finance: the detail and the message.
Agencies can be broad and process-heavy. This is focused, senior-level strategy without the layers of account management or generic templates. You get speed, depth and direct access to expertise.
I offer ongoing retainers for clients who want continued strategic input, copy development or regular optimisation of their messaging and marketing assets. Just get in contact to discuss.
