KESTRA FINANCIAL
Elevating a spin off from no name to brand nameThe
Challenge
After spinning out of a national insurance brokerage firm in mid-2016, the company now known as Kestra Financial sought to both achieve brand name recognition following a name change and position itself as an industry-leading independent advisor platform.
Amid fierce competition from industry behemoths like LPL Financial and the building pressures of industry consolidation, Kestra Financial wanted to establish brand identity and credibility to differentiate itself in the crowded and evolving marketplace.
At the same time, the firm wished to expand its corporate story and showcase its wide variety of advisor services beyond the brokerage unit, all while establishing its reputation as the destination for sophisticated and experienced financial advisors.
Our
Approach
Gregory FCA quickly mobilized on positioning Kestra Financial as a destination firm for elite financial advisors. But quick doesn’t mean rushed. We announced major advisor recruitment wins through thoughtfully crafted press releases distributed strategically in a steady drip. Announcements were complemented with direct, regular communication with advisor-facing media.
To strengthen the firm’s brand name and image, we positioned Kestra Financial executives as thought leaders on the topics driving change and innovation in the financial advisory space and did so with a multi-prong approach. Each subject matter expert was dedicated to a specific area of specialization and we marketed their expertise through media interviews, on social media, and on the firm’s blog.
As Kestra Financial grew, so did our relationship. In 2019, the firm introduced two new subsidiaries, Bluespring Wealth Partners and Arden Trust Company, which also engaged Gregory FCA for additional brand awareness support.
From ghostwriting bylines to facilitating in-person meetings with key reporters at conferences and as part of media tours, Gregory FCA took a new brand and elevated its story in front of its target market.
The
Results
Measure of
Success
In order to earn brand recognition, a public relations strategy must first establish credibility. In Kestra Financial’s case, that meant not just saying the firm was growing but showing that growth and its ability to attract advisors at the top of their game.
Gregory FCA took Kestra Financial from a new name to a recognizable and frequently-covered financial services entity.