One coherent Responsible Investment content suite.
I helped turn a small set of existing collateral into a 16-item suite. That meant getting under the skin of a layered proposition for different client groups. The content follows a deliberate hierarchy, and it’s been used by most stakeholders with clients, as well as internally for training.
SECTOR
Wealth management
DELIVERABLE
16 brochures, presentations
ROLE
Content writer
AUDIENCE
Private clients, IMs and advisers
RESULT
From two starting pieces to a 16-piece suite of collateral, true to the depth of RI at Raymond James.
● A clearer set of materials for client conversations – both IMS clients and external IFA.
● An AI-ready, repeatable workflow for any updates to this content in the future.
16
items in the suite
≈25,000
words across the project
1-3 days
for repeat-format brochures using AI
BRIEF AND CHALLENGE
The RI team’s proposition was growing, and content needed to grow with it.
The Responsible Investment team needed a much more extensive content suite. That probably jumps out from the numbers above.
There were four RI approaches (or “pillars”) — ESG integration, stewardship, sustainability and negative screening — alongside two different managed portfolio services (RI MPS and SMAPs), whose underlying funds were managed differently depending on the client relationship (IFA client or internal IMS). Put simply, a Raymond James private client did not need to be told the same things as a client investing through an external financial adviser. I worked closely with the Head of Responsible Investment and became the person in marketing closest to the detail. That meant I took ownership of this project, which helped keep all the work consistent. The challenge was that as needs arose, we had to achieve a logical content suite without duplication, and not simply keep adding to a list of brochureware.
HOW THE SUITE FIT TOGETHER
AI BEING HARNESSED
After handwriting source material, AI had a transformative impact – a brochure in 1-3 days, which is normally what you’d give a freelancer for a simple article!
My job was to write the underlying explanations, at least half a dozen brochures, and build up enough reliable source material. Once that base existed, I used it as a controlled reference set for AI-assisted drafting. The model was instructed to work only from that material when adapting copy for different audiences and formats — not to fill gaps from elsewhere. I then reviewed, selected and edited the output before anything made a final brochure. That brought some repeat-format pieces down from around a week’s work to one to three days. It mattered to do it this way because RI is a subject where small differences in wording can change the meaning.
SEE THE WORK
Here’s a handful of guides in the suite. Click a cover to open the full piece.
Responsible investing at Raymond James
This served as the mood-setting, propositional introduction to Responsible Investing for all clients at Raymond James.
NEED SOMETHING SIMILAR?
I know responsible investing well and I help teams turn huge amounts of intricate information into content that’s accurate and interpretable no matter who you are.
MORE OF MY WORK WITH RAYMOND JAMES
High net worth guides (life stages)
Helping clients make sense of the financial decisions that change as wealth, priorities and life move on.
