Financial services firms are used to competing on expertise, performance and technical strength. But in a crowded market, that is no longer enough on its own. The firms that stand out are often the ones that communicate with more clarity, more personality and more consistency. Increasingly, that means using video and content to show clients and partners who they are, not just what they do.
That is the thinking behind the work of B7, a Newcastle-based video-first content marketing agency that helps businesses become known, liked and trusted in the markets that matter to them through strategic, consistent and high-quality content. Its work spans sectors including financial services, professional services and tech, with a focus on helping clients build trust before a sales conversation even begins.
In financial services especially, that matters. It is a sector built on trust, but much of its marketing still feels cautious, technical and hard to distinguish. Many firms are good at what they do, but struggle to bring their proposition to life in a way that feels clear, distinctive and relevant. B7’s view is that this creates a real opportunity. With the right strategy, video and thought leadership, firms can move beyond product-led messaging and give audiences a stronger reason to remember them.
One of B7’s client relationships in financial services show how that can work in practice.
Tatton Investment Management is the UK’s leading platform-based managed portfolio service provider, managing more than £24 billion of assets for over 1,110 financial adviser firms. Founded in 2012 and listed on AIM, the business has built a strong reputation in the adviser market and works exclusively through IFA partnerships. Despite that position, Tatton operates in a sector where communications can often feel highly technical and difficult to differentiate.
The opportunity was not to explain what Tatton does in more detail. It was to give the brand a more human and compelling voice in a competitive adviser market. The aim was to strengthen loyalty among existing adviser partners while helping attract the next generation of firms to the proposition.
In practice, that meant moving beyond messages around performance and cost to tell a broader story about Tatton’s philosophy, culture and values.
B7 supports Tatton with content strategy and social media, turning investment philosophy and market commentary into more engaging content across LinkedIn and other channels. That includes short-form video, thought leadership content and ongoing brand storytelling designed to keep Tatton visible to adviser audiences throughout the year. Instead of only appearing in front of its market at events or around key announcements, the brand has a regular presence that reinforces credibility and keeps its voice current.
For firms like Tatton, that shift is important. Advisers are not only choosing an investment partner based on numbers. They are also considering whether they understand the people behind the brand, whether the business feels aligned with their own values, and whether the relationship feels like a genuine partnership. Strategic content helps answer those questions earlier and more effectively.
Justine Randall, Managing Director at Tatton Investment Management, said: “As an investment manager dedicated to financial advisers, the team and I at Tatton are focussed on how we can differentiate in a crowded market. The Team at B7 not only understand the financial advice, intermediated and wealth marketplace, they took time to understand how Tatton can stand out – celebrating our personal and professional advantage and bringing this to life across media.
“A partnership that is an extension of our business – very much part of the team rather than outsourced – it’s easy, low maintenance and built on trust that we are in it together so we can both shine whilst bringing great outcomes for advisers and clients alike.”
The wider lesson is that video is not just a format. Used properly, it is a way for financial services businesses to communicate the qualities that are otherwise hard to capture in traditional marketing. It can show how a founder thinks, how a team speaks about clients, how a business reacts to market issues and what sits behind the headline offer. In sectors where so many messages sound alike, that can be the difference between being understood and being remembered.
For B7, the goal is not to create content for the sake of it. Its model is built around managing a client’s full content ecosystem, from video strategy and thought leadership to social media management and strategic planning. Through its Content Engine, B7 manages ongoing content and social media activity for businesses that want to build brand equity over time. Through Brand Hero Video, it helps founder-led and brand-defining businesses put their most compelling story on screen in a way that builds authority, trust and inbound interest.
David Broom, Founder of B7, said: “In financial services, expertise is expected. The real challenge is making that expertise visible in a way that feels clear, credible and relevant to the people you want to reach. Too often, firms rely on technical messaging alone, but that only tells part of the story. The brands that are building stronger connections are the ones showing their thinking, their values and the people behind the proposition. That is where strategic content and video can make a real difference.”
That is what makes this approach relevant across the wider financial services sector. Firms do not need to abandon professionalism to communicate more effectively. They need better ways to express what already makes them credible. For established brands, that may mean showing more of the people, thinking and values behind the proposition. The principle is simple: if people are expected to believe in your business, they need to be able to see it clearly.
As buyers increasingly want to feel informed before they ever make contact, video and strategic content are becoming less of a marketing extra and more of a business development tool. For financial services brands, visibility now matters as much as expertise and the firms that understand that will be better placed to build trust, stand out and grow.