Better.
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Alphinity brand campaign
Asset management marketing
Alphinity is an active investment manager known for identifying companies in an earnings upgrade cycle, offering clients a combination of growth and resilience. They had recently worked with a design agency to refresh their brand and had been investing significantly in advertising through a financial media agency.
But despite these efforts, awareness among financial advisers remained flat. The advertising was polished but wasn’t landing. What they needed was a clearer message, a more distinctive look, and a media strategy built for performance, not just presence.
Helping Alphinity stand out in a crowded financial market
When Alphinity approached Better, they had a solid brand and a sizeable media budget. What they didn’t have was traction. Despite ongoing investment in awareness campaigns, their message wasn’t cutting through with financial advisers, their core audience.
We stepped in to develop a sharper strategy, evolve their creative and optimise their media spend while building on the equity they had already established. The result was stronger recall, better engagement and a measurable uplift in performance across the board.
A smarter, more strategic approach to investment marketing
We began with a brand and communication strategy that looked at Alphinity’s positioning, competitor landscape, tone of voice and audience expectations. From there, we developed a campaign platform that felt unique to Alphinity and relevant to the adviser market: Investments beyond expectations.
This idea was built to reflect Alphinity’s core strength — the ability to consistently deliver risk-aware, high-conviction portfolios that outperform across market cycles. But more than that, it spoke directly to what advisers and their clients are looking for: performance that delivers, service that feels personal and insight that goes deeper. It also gave us the flexibility to tell different stories within the same campaign, all under one unifying message.
Improving cut-through
Rather than discarding the work done during their recent rebrand, we built on it. We introduced refined creative elements that gave Alphinity a stronger and more campaignable look while remaining true to their established identity. This ensured continuity while improving cut-through.
We then reworked the media strategy to ensure their advertising budget was being used effectively. Our goal was to reach the right audience, in the right places, with the right balance of brand and performance activity. We brought the creative and messaging to life across key touchpoints, including eDMs for financial advisers and targeted campaign landing pages, ensuring every element worked cohesively.
What we delivered
From end to end, we delivered a full brand and communication strategy, advertising messaging and campaign platform and refreshed creative elements that enhanced the existing visual identity.
We managed media planning and buying to maximise visibility and engagement, and we developed tailored landing pages designed to convert interest into action. We also crafted and implemented adviser-focused digital campaigns that aligned with the broader creative direction and helped deliver strong, measurable improvements. This remains an ongoing partnership focused on continuous optimisation and long-term growth.
A campaign that delivers on all fronts
The results speak for themselves. In just six months, Alphinity saw meaningful gains across every key digital metric.
Downloads of product brochure more than tripled. New enquiries through their website increased nearly fourfold. Clicks to their online investment platform rose more than tenfold.
Most importantly, these results were achieved by refining their brand rather than starting from scratch. We’re proud to have made a measurable difference by helping what was already in place work smarter, connect better and deliver stronger outcomes.
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