LONDON, CAMBRIDGE
In 2018, Chris was beginning his career as a financial content writer.
At the same time, a friend was trying to get a hedge fund up and running.
His investment approach? “To view equity through a credit lens” – brilliant. His pedigree? Harvard, Goldman Sachs, a CV most would kill for.
But none of that made it easy to raise capital.
He travelled far and wide for meetings, and eventually turned to marketing agencies to raise his profile.
He realised quite quickly that the “experts” only had for him the same as for all their financial services clients – safe, bland corporate catchphrases; nothing that made investors stop, think and reach for the phone.
So he stuck to investing his own capital. And in the years since, has generated returns of 5,000%.
This isn’t a one-off case.
4 in 5 hedge fund startups say securing capital is their toughest challenge. To boot, even the world’s largest asset managers call out marketing as their biggest pain point.
With his experience, Chris knows that investment marketing material has a key role to play.
So with an infectious energy for equity research and the investment strategies of the future which will generate alpha, he sits down with CIOs to understand exactly how they think and invest – from macro factors and sustainability to the balance between value and growth, idea generation, and managing risk.
With that knowledge, he crafts bespoke marketing materials that are fully compliant with changing FCA requirements, tailored to each fund’s unique approach, and unlocking the target investor.
He measures how well content is performing (a crazy concept in marketing, we know). And he only gets paid for the leads his work directly generates (again, not something agencies would ever contemplate).
