Creating distinction to elevate a brand

Standout messaging deployed tactically across marketing and PR channels has helped elevate Amanda Redman Financial Planning above the competition, creating high brand currency to attract more, higher-value clients.



Profile feature in The Financial Times


New business enquiry per week

Client households, FUM, advisers and paraplanners

The Challenge

In a highly competitive market, Amanda Redman Financial Planning needed compelling messaging to grow the brand beyond the founder’s personal networks and instill confidence among target, discerning HNW individuals. A strong employer brand was also required to attract committed professionals with aligned values to support business growth.

marketing PR strategic counsel expertise Kent Sussex London

The strategy

We conducted a thorough discovery to identify points of difference to create clear messaging to distinguish Amanda Redman Financial Planning from its competitors and to resonate with highly sought-after HNW individuals. Deployed across digital and social channels, the initial messaging and strategies successfully helped increase client households and funds under management. 
Working with ARFP for several years, we have refined the messaging and strategies as founder Amanda Redman developed her expertise as well as a strong campaigning voice for female financial education, championed through her book, Dare To Be Fair. PR was added to the marketing mix, alongside securing corporate speaker opportunities.

The outcome

Aligning PR with the established marketing strategies – including securing national coverage in The Financial Times and The Guardian and monthly local columns – formed a powerful communications strategy, which has helped Amanda Redman Financial Planning’s brand profile and currency rise above the plethora of financial advisers. Successful positioning as a specialist expert alongside consistent digital marketing has improved SEO, leading to weekly inbound enquiries through the website and professional networks.

The strong employer brand has also enabled founder Amanda Redman to recruit two more advisers with aligned values, to help fuel the next phase of business development.

marketing PR strategic counsel expertise Kent Sussex London

Go deeper

For a deep dive into this project, read our full overview