CONTEXT
A large growth equity-backed FinTech had repositioned its equity story ahead of a new private capital raise. The challenge was turning a story agreed internally into one the market could actually see. The website, the press and the investor community each had to tell it before the company reached out to investors. Three dynamics shaped the roll-out challenge:
- A tight window before investor outreach. The new equity story had to be live across every channel before the raise began. Investors would form a view from what they found online and in the press before any first meeting.
- 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.
- 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 services across three workstreams:
- Corporate website transformation. Drawing on a deep understanding of the company and its new equity story, Accellency fully redrafted the corporate website content. The positioning, business narrative and investment highlights came through from the first page.
- Press coverage. Accellency briefed and managed the PR agency in its media outreach. It reviewed press releases and prepared talking points so that journalists engaged with the right equity story.
- Investor community perception. Accellency produced a short teaser presentation. It also coached the management team ahead of a high-stakes appearance at a global FinTech conference, a key moment to engage investors before the raise.
RESULTS
The company successfully launched and completed a unicorn capital raise. The new equity story came through consistently across the website, the press and the investor community. It was rolled out within a short timeframe, with very limited disruption to the business.
