Why financial firms choose us
Since 2016, we've helped financial services firms reach audiences that are supposed to be unreachable: high-net-worth individuals who ignore advertising, professional intermediaries who are approached constantly, and complex enterprise buying groups where your marketing needs to influence multiple individuals within a buying centre.
The products and buyers are different, but the underlying challenge is usually the same.
When did a financial firm last earn your attention?
Most financial services marketing fails because it pushes product instead of providing value, and often at the wrong target. When your end client is genuinely hard to reach, you need something they would miss if it disappeared.
That might be insight they can't get from a trade publication, a room worth being in, unique data only you can provide, or experiences that surprise and delight.
Build something worth their attention, then earn the right to keep it.
The Twenty One Twelve approach
The Growth Engine is how we turn this idea into a repeatable marketing system: understand what your audience truly values, create something genuinely useful, then build the route from attention to commercial opportunity.
Every engagement starts with strategic analysis: what's worked, what hasn't, where the constraint actually sits and what needs to change. From there, we apply whichever parts of the Growth Engine are needed to move the business forward.
Want to understand where you sit?
Book a complimentary growth analysis.
"The marketing strategy was designed around our needs and is now producing excellent results."
- Craig Muttitt, Maxim Mortgages
Proof
Pathfinder Wealth Management · Wealth management, B2C
An IFA whose clients invest around four times the market norm, Pathfinder wanted to grow without treating people as leads. We built a referral engine around the professionals those clients already trust: a community of 700 lawyers and accountants, a newsletter running at a 55.3% open rate against a sector norm of 20 to 35%, and events designed never to mention money. As Pathfinder's sole marketing function, we've helped increase funds under management by over 50%.
"So far the campaign has really exceeded my expectations in terms of outcomes and the whole team have all been excellent in delivering the campaign."
- Billy Moss, Partner, Pathfinder Wealth Management
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InfoDesk · Regulatory intelligence software, B2B
Enterprise software sold to senior compliance and regulatory professionals across insurance, pharma and manufacturing, with six month sales cycles and an audience that spots generic marketing instantly. After a strategic reset focused on authority and targeted access, leads increased 224% and MQLs grew 70%.
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Richardsons Chartered Accountants · Accountancy, B2C and B2B
Richardsons has had consecutive best years in business. We run their marketing as an outsourced function: content, CRM, events, LinkedIn, print, newsletter and sponsorship, plus oversight of their other agency relationships.
"The team at Twenty One Twelve have been so helpful in getting us on track with our marketing strategy."
- Jemima King, Partner, Richardsons Chartered Accountants
Frequently Asked Questions
What do you actually do? Whatever is needed to fix the problem we've identified. That can include brand, website, CRM, content, social media, email, events, sponsorship and paid media. We'd rather fix the system than add another channel to it, so we're often brought in to evaluate and reset the strategy first. From there, we either set the implementation plan and support your team, or run the marketing function ourselves.
We already have a marketing team. Where does that leave them? Usually better resourced, with specialist support you don’t want to hire. Most in-house teams we meet are a few people carrying a remit built for a team double their size, executing well against a strategy nobody has had the time or independence to pressure-test. We can work alongside them, alongside your other agencies, or as your entire marketing function. Sometimes the honest answer is that you need a hire rather than an agency, and we'll say so.
Do we have to create the content ourselves? No, but we do need access to the people who know the subject. Usually that's around an hour a month with your subject matter experts. We take responsibility for turning that into useful, well-produced, compliant content. We can't manufacture the expertise itself, and in financial services your audience can tell the difference immediately.
How quickly does this work? Some things move within weeks. Newsletter and outreach performance can change quickly once the audience and proposition are right. Building trust with people who have never heard of you takes longer, particularly where the purchase is high value or regulated. Together, we agree what success looks like before we start, and measure the signals that come before revenue: engagement, conversations, introductions and opportunities. You shouldn't have to wait six months to know whether your marketing is getting better.
Who will we actually be working with? A senior lead is on every call and stays on the account. We keep our client list deliberately short, because senior attention doesn't scale. When agencies grow past that point, senior people end up on the pitch and junior people end up doing the work.
Is our business a fit? We work with established, sales-led financial services and technology firms where the buyer is senior, the market is hard to reach, and trust matters more than volume. It works best where sales cycles run in months rather than days. We're a poor fit for pre-product businesses still deciding who they sell to. And if your problem is simply generating more volume in an open market, there are agencies better suited to it. We'll happily recommend one.