We started working with Platform One as a client in July 2022.
Initially we approached things from a PR perspective, working to gain Platform One recognition among both financial advisers and also the fintech community.
Platform One is a platform business, but it also operates a software as a service model, working with other platforms, family offices, banks, discretionary fund managers and wealth management and advice firms.
The first step was getting to know the proposition as much as possible, and understanding how it was different from the more traditional platform model.
We then worked out the key messages we were keen to talk about, and the products and developments coming down the line.
Building relationships
Once those were worked through, we began to build relationships with the trade press, providing commentary and helping out with stories.
Working with chief executive Alex Cowan-Sanluis has been great in that respect – he doesn’t just talk about what Platform One is up to, but has some really interesting market views, and a deep knowledge across various sectors such as platforms, investments and advice.
Being a relatively new company, the columns and pieces we help with can be very editorial in nature, and in some cases, quite punchy. There’s that extra freedom to go out and say what others aren’t saying.
Owning themes
For example, blockchain was a big theme for Platform One, and one that wasn’t really being talked about elsewhere.
Another big topic was fund administration houses, which sit below asset management firms in the distribution chain.
Even though fund administrators look after trillions of assets worldwide, no one really talks about them. Everyone kind of imagines them (if they think about them at all) as digital filing cabinets. But actually they are a really important part of the investment process – they are part of the reason why you can’t switch platforms easily.
We helped Platform One with pro-actively speaking out about this, making the point that while everyone focuses on platforms’ front-end systems, the focus should actually be on what’s happening at the technology end of the scale.
Publicising the big deal
In April 2023 Platform One announced it was acquiring over £1bn in Sipp assets from Sipp firm Gaudi. It was an interesting deal to get out there and talk about, particularly because it was a technology-focused acquisition – a new style platform acquiring a Sipp book was a bit different than the norm.
We secured widespread coverage of the deal, and that in turn has led to other opportunities, such as Alex being invited to speak at fintech industry events, and being profiled in trade publications, and appearing in podcasts.
Supporting on marketing too
Alongside the ongoing PR, we’re doing a big marketing project with Platform One to produce a new website, helping them to scope the design and drafting the online copy. This will be supported by a suite of marketing material and collateral, such as a corporate brochure and specific product literature.
Looking back on our first year of working together, we’ve made a lot of progress.
Platform One has become more well known, especially in the platform space. It’ll be an ongoing exercise to continue to build traction with advisers, though we have had feedback that coverage we’ve generated has already led to leads and enquiries.
While there’s still more to do, we’ve definitely made a good start.
Tom Ellis is a PR director at the lang cat
