Financial brands work against a feeling people already carry: the door is shut unless you already have money. We help fintechs and funders build brands that feel secure and open at once, so the right people walk in.
What we’ve learned
Financial services has a quiet habit of turning people away before they’ve asked anything. PIMFA’s steering group said it plainly: most people don’t know what wealth management is, and many assume it’s only for people who already have money. Wealth Armour’s brief said the same about advice, which is hard to get and has a high barrier to entry. New North’s founders watched strong mid-market claims, typically under £30m, fall through the gap because the funders who might have backed them were slow, opaque and hard to reach.
So the work usually starts with the way in. PIMFA’s Make It campaign sells careers in wealth management on wellbeing rather than money, and New North’s brand rests on a promise clients can hold it to: it aims to give an indicative view within 72 hours and a term sheet within 14 days. Neither is any less credible for being easier to approach.
In finance, people need to see the door before they’ll trust the vault.
Brand strategy that finds the one idea a hesitant buyer can act on, without giving up the credibility your sector runs on.
For example: New North, the lawyer-led litigation funder
Identity, product UI and film for platforms sold to people who fear mistakes, so the brand looks as precise as the software.
For example: Cumulus and its Quartz platform for asset managers
Campaigns, films and toolkits that reach the people your sector has never managed to speak to.
For example: PIMFA’s Make It campaign and 14 recruitment films
Top Rated Agency
sortlist 4.96/5
★★★★½
It’s been a great journey so far. We’ve loved the positivity, great ideas, and are thrilled with the results. Thank you to you all at Outfly, and here’s to all the great work to come.
Outfly has worked with PIMFA, the trade association for UK wealth management and financial advice firms, property crowdfunding platform Coscape, asset management software company Cumulus, litigation funder New North, deeptech investor IQ Capital and challenger brand Wealth Armour. The work covers brand strategy, identity, product design, fund and investor decks, and campaigns.
Coscape, a property crowdfunding platform, had to win over first-time and seasoned investors in a traditionally conservative sector. Outfly built its brand around empowerment and community grounded in expertise, with Authority Blue, Neutral Grey and Gold as primary colours for credibility and a brighter secondary palette. The brand identity, MVP website, app interface and pitch deck give Coscape a credible, investor-ready story as it builds towards launch.
PIMFA found most people don’t know what wealth management is, and many assume it’s only for people who already have money. Outfly built the Make It campaign around wellbeing rather than money, with 14 short films of people from member firms and a talent toolkit any firm can adapt to its own hiring.
Show it working, in calm, precise language. Cumulus sells to fund managers, operations leads and compliance officers who fear uncertainty and the cost of trade mistakes. Outfly defined a measured, wise and calm brand personality, designed interface screens for its Quartz platform and produced a 3D promo film showing straight-through processing from order management to fund accounting.
