Affinity Wealth

by Sonja van den Bosch

Affinity Wealth

Business Growth Through Strategic Marketing

 

Affinity Wealth Services is an award-winning, independently-owned boutique wealth management company. They are experts in the fields of wealth management, aged care financial services and accounting and have spent 25 years helping their clients achieve their financial goals.

Their advisers are skilled and experienced financial experts with a proven track record in growing and protecting their clients’ wealth by taking a proactive approach and ensuring that they are across any changes in legislation and in navigating turbulent markets. They provide personalised, fee-for-service advice and therefore always have their clients’ best interests in mind.

 

Setting strong foundations for growth

With such a high-quality service and a loyal client base, Affinity had reached a stage where their business was ready to grow to the next level. They work hard to build and maintain long-term relationships with their clients, so they needed to attract more of their ideal clients in a cost-effective manner.

Affinity Wealth Services engaged Twinlife Marketing to help them bring their marketing objectives to life in a practical and cost-effective way.

Together, we created a lot more clarity in terms of who their ideal target markets are, where they should be concentrating their efforts, as well as helping them define their brand and differentiate themselves from their competitors.

After working together to create their strategic marketing plan, we worked on a list of initiatives to help lift their profile in the market. This included consistent communication, better engagement with their clients and prospects as well as aligning the brands of the Accounting and Aged Care divisions of the business so that they can present an integrated service to their clients.

Building up internal marketing capability

Twinlife Marketing directed the design and development of 3 new websites, implemented an email marketing system and importantly, trained the team to use and update both independently. These digital channels have since been used consistently by their internal team to inform and educate their clients and prospects and bring the personality of their brand to life. Twinlife also project-managed the design and production of printed material, maintaining a consistent brand image across all channels.

Growing the business requires consistency and an ongoing focus on strategic marketing

Affinity Wealth Services is now a strong and well-known player in the market. They are leaders in the growing area of aged care advice, regularly feature on Sky News Business, and are often called upon by journalists for their advice, resulting in articles in Fairfax media as well as industry podcasts.

The business is enjoying ongoing commercial growth, recently doubling the team in Sydney and expanding interstate.

Affinity is still partnering with Twinlife Marketing. Twinlife Marketing conducts annual marketing strategy sessions with the leadership team and guides, directs, motivates and supports the wider team to ensure the marketing direction consistently aligns to their business goals.

“We have been getting the highest number of ideal client referrals ever and the momentum is building. This is definitely because of our exposure in the market. After setting up the marketing foundations, Twinlife trained our team and handed over the tools so that we can run the communications ourselves. Marketing has been a structured part of our business since 2014 and is more important than ever, now that we are expanding nationally. It’s exciting seeing the results.”

Kate Golder

Partner and Adviser

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