Building a brand fit to change the face of financial advice for women
FLP Financial Life PlanningWhat was the problem?
Financial Life Planning was undergoing a significant transformation. With founder Kate being joined by new partner, Becca, the practice needed to go from a solo operation to a cohesive team with a clear brand identity. They wanted to attract new clients who aligned with their values whilst retaining existing relationships, but lacked the strategic foundation to communicate their distinctive approach to financial advice.
Our approach
We focused on four things:
Establishing a clear understanding of FLP’s ideal client profile and the emotional drivers behind financial decision-making
Developing a brand personality that underlines how distinctive FLP is in contrast to more conventional financial planning practices
Setting down in one sentence a core idea - a single thought that would guide all future communications and service development
Building comprehensive marketing foundations including branding and digital presence to support their growth ambitions.
The result
The resulting brand identity offers FLP a limitless canvas on which to express its personality – and in ways that current and future clients will find utterly relatable: their warmth, emotional intelligence, playfulness and progressive values.
It’s a choice that gives FLP a strong and distinctive presence in a crowded market. A confident brand whose branding doesn’t rely on tired stereotypes to signal the salience of its service for women. It’s a brand that’s explicitly for people seeking financial allies. In fact, FLP is probably best viewed as an activist brand: one that now has the complete set of tools it needs to help its clients be free to be who they want to be.
“The big thing for us was the absolute clarity about who we are – and the confidence that it has given us in everything else that we’ve built. It’s provided a framework – almost like a stick of rock – that runs through absolutely everything that we do. ”