There’s nothing like a brand story to set the scene for strategic growth. We’re always telling brands to tell their stories, so it’s only fair that we should tell ours.
In a nutshell…
We’re a team of CFP®s, right-brained creatives and IT gurus who know the financial services industry backwards.
But let’s start at the beginning
I graduated with a Business Science Degree from UCT and embarked on a career in Corporate Marketing in both South Africa and Australia. After ten years of developing strategies, running campaigns and managing marketing portfolios for leading brands, I decided to reinvent myself as a financial planner. I went back to university and requalified. You’re never too old to be a student!
A unique opportunity
I loved the process of helping clients make savvy financial decisions that would ultimately afford them financial freedom and more meaningful lives. But, at the same time, I missed the creativity of the marketing world. Luckily, I saw an opportunity to combine my previous life with my current one. And so, FinCommunications was born in November 2016. Experience has taught me always to hire an expert, so I immediately began building relationships with the best copywriters, designers, digital marketers and web developers in South Africa.
To my surprise, we started 2017 off with a bang; landing writing jobs for Prudential, Personal Finance Magazine, and Mark MacSymon, the Financial Planner of the Year, 2017. We pioneered a new fresh style of financial writing that’s conversational and human on the one side and factually correct on the other. We kept those clients happy and soon found some new ones. We landed other great brands, including FNB Stockbroking and Portfolio Management, The Milpark Business School, AIP Hedge Fund Managers, and Adam Bacher Wealth Management.
Our big break came in March 2019, when we landed the Financial Planning Institute’s public relations account and were given the immediate task of marketing their 2019 Conference. Using an aggressive email and SMS campaign, we managed to fill the convention centre. Even more recently, Allan Gray has given us their vote of confidence and listed us as one of their preferred marketing suppliers for independent financial advisors.
Of course, it hasn’t all been plain sailing. Our cash flow has been inconsistent and – although this is usual for a small startup business – it’s been worrying at times. Part of the process of developing an expert team has involved rejecting work but still paying for it – putting further pressure on cash flows. What’s more, we haven’t been successful with all of our pitches, which has instilled occasional periods of doubt.
Open to new challenges
In the beginning, we focused mainly on blogs, press releases and website content. But it soon became apparent that our skills were needed in other spheres too. We broadened our horizons to include social media management and then – in conjunction with the law firm ENS – hosted a series of successful seminars on social media and the law.
This year we’re delving into more digital marketing work and we’re in the process of developing websites for AIP Hedge Fund Managers, Quotient Financial Solutions, and Adam Bacher Wealth Management.
We’ve also started a new business, FinSubscriptions, which sells pre-written, gutsy articles to financial planners at very affordable monthly rates. And – after seemingly endless waves of flights and interviews – we’re putting the finishing touches on a book about the personal and business growth stories of 14 top South African financial advisers.
A marketing agency that understands
Our clients love dealing with FinCommunications because we understand the industry intimately. We know what can and can’t be said regarding compliance regulations and we have in-depth knowledge of the world of finance and insurance.
Three years into our journey, we’ve learned a few valuable lessons. We’ve benefitted from being flexible and embracing opportunities as they arise, instead of focusing on a very narrow range of services.
This is the start of our story. We can’t wait to find out what the upcoming chapters have in store for us.