Coventry Based Financial Advice Firm
Future Perfect Financial Solutions is a financial advisory firm dedicated to providing tailored financial planning and wealth management services. As part of Openwork, they help individuals and businesses make informed decisions about pensions, investments, and financial security.
Challenges & Objectives
Future Perfect are a long standing company having been establish in 1989, they have a huge audience that they could reach from their past efforts and thousands of email addresses of present and past clients that they weren’t utilising. They understood that this was an asset but just didn’t know how to structure emails in ways that look good and direct their audience where they want them to go.
They also wanted to stand out on social media, Financial advice is a heavily regulated industry, this makes advertising or even just posting on Social media difficult as they have to follow certain regulation from the FCA.
How We Helped
We helped Future Perfect kickstart their email marketing by designing a range of email templates that they could easily use to engage their current clients. The goal was to leverage their extensive email list, directing recipients to their website, social media, or encouraging direct contact via phone or email. By creating structured, visually appealing emails with clear calls to action, we ensured their messaging was both professional and effective.
To maintain engagement and build stronger relationships with their clients, we implemented a monthly newsletter. This provided a consistent touchpoint where Future Perfect could share industry updates, company news, and insights that were relevant to their audience. Beyond the standard newsletter, we also developed seasonal campaigns tailored to their specific objectives, allowing them to communicate timely and impactful messages throughout the year.
Alongside this, we helped Future Perfect maintain a consistent social media presence by posting regular updates sourced directly from their partnership company. Given the strict regulations within the financial services industry, ensuring compliance was crucial. To navigate this, all posts were pre-approved before being published, allowing the company to maintain visibility while adhering to FCA guidelines.
While this approach helped establish consistency, it lacked originality and deeper engagement. Recognising this, we explored ways to leverage another valuable asset—Future Perfect’s financial advisers.
Each adviser had their own client base and unique marketing angle that the company could utilise. They weren’t just representatives of the brand; they were trusted experts with direct relationships with clients. From this insight, we developed a strategy to build the personal brands of selected advisers, helping them establish a stronger presence on social media while positioning them as thought leaders in their field.
Our approach involved creating tailored content that highlighted each adviser’s expertise, personal insights, and ability to provide real value to their audience. Through educational posts, client success stories, and engaging discussions, we helped advisers develop credibility and trust with their networks. This not only benefited the advisers in growing their individual reach but also provided Future Perfect with an additional channel to expand brand visibility and engagement.
By combining structured email marketing, consistent company-wide social media efforts, and personalised adviser branding, we helped Future Perfect strengthen its digital presence, nurture client relationships, and create multiple touchpoints for engagement.
You can see examples of some of the content we have created with Future Perfect’s advisers here.
What We Learned
By identifying these underutilised assets and integrating them into a structured marketing strategy, we saw firsthand how businesses can maximise their reach without always needing to start from scratch. Whether it was their thousands of client email addresses, their advisers’ personal networks, or their existing partnerships, each of these elements played a crucial role in expanding their brand visibility and engagement when used strategically.
We also learned the importance of balancing compliance with creativity. The financial sector is heavily regulated, making it challenging to create content that is both engaging and compliant. Through this project, we refined our ability to navigate industry regulations while still producing compelling marketing materials that captured attention and drove action.
Additionally, we discovered how powerful personal branding can be within professional services. By helping advisers build their individual online presence, we saw a shift in engagement, people connect with people more than they do with companies. Future Perfect’s audience responded more positively to content that featured real people, genuine insights, and personal experiences, reinforcing the idea that thought leadership is a key driver of trust and business growth.
Ultimately, this experience reinforced that effective marketing isn’t just about creating new content, it’s about making the most of what you already have and presenting it in a way that resonates with your audience.