Alquity: positioning still working 12 years on.

Alquity had a genuinely disruptive model, with 10% of its fee revenue committed to grassroots impact projects, but needed to ensure it built a brand that institutional investors would take seriously. As strategic lead at M&C Saatchi Clear, I redefined the audience from ethical investor to progressive capitalist, created the positioning “Life Changing Investments”, and built the narrative that gave the firm its challenger stance: “We say no. We say yes.” The positioning attracted the institutional capital it was designed for. In 2023 the business completed an acquisition that took assets under management and administration past $640m, and the positioning is still in use 12 years on.