CONTEXT
A large growth equity-backed B2C FinTech had repositioned its equity story ahead of a new private capital raise. The ambition was global: to reach some of the largest investment funds in the US and Asia. As a consumer-facing private company, however, it had no established channel of communication with the international investment community. Its public profile had been built for customers, not investors. The website, the press and investor materials therefore had to carry the new equity story before the company reached out to investors.
Three dynamics shaped the roll-out challenge:
1. No direct line to global investors. As a B2C business, the company had no investor relations function or regular dialogue with institutional investors. Large US and Asian funds would form their first view from what they found online and in the press.
2. Fragmented channels telling the old story. The corporate website, the press coverage and the materials used with investors had each been built at different stages of the company’s growth. Left as they were, they risked contradicting the new positioning.
3. A management team focused on running the business. In a fast-growing company, leadership could not afford to divert significant time to rewriting content and managing several external parties. The roll-out had to happen with minimal disruption to the business.
APPROACH
Accellency provided operational support and execution across three workstreams, leaving management free to run the business:
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Corporate website transformation. Accellency fully redrafted the corporate website content, so that the positioning, business narrative and investment highlights came through from the first page and gave international investors a clear entry point to the investment case.
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Press coverage. Accellency briefed and managed the PR agency in its media outreach, reviewing press releases and preparing talking points so that journalists engaged with the new equity story.
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Investor community perception. Accellency produced a short teaser presentation and coached the management team ahead of a high-stakes appearance at a global FinTech conference, a key moment to engage international investors before the raise.
RESULTS
The company completed a unicorn capital raise, with its new equity story reaching global investors consistently across the website, the press and the investor community.
