The power of personalisation for UK investment growth

The UK has recently ramped up efforts to position itself as a prime destination for international investment through regulatory reforms, tax incentives, and a strategic focus on high-growth sectors like digital technology and green energy. These measures are part of a broader government initiative to create an economic environment that fosters both stability and innovation, appealing to global investors who prioritize low-risk, high-reward markets. 

The post-Brexit landscape has seen the UK further trade relationships with various global partners, presenting new avenues for foreign investment and economic partnerships. This approach has attracted businesses seeking to benefit from the UK’s transparent regulatory environment and access to talent, with recent trade agreements bolstering the appeal of entering or expanding in the UK market. 

Moreover, the UK has solidified its position as Europe’s leading hub for foreign direct investment (FDI) in the financial services sector, outpacing other European markets. In 2023, the UK attracted 108 financial services projects, a notable increase from 76 projects in 2022. This positive trend raises an important question for firms: how can they effectively leverage these developments? 

The Power of Personalisation 

The quality of communication plays a crucial role in shaping investor perceptions, especially in today’s digital-first world. Younger, digitally native generations have elevated expectations of how investment firms should present themselves, and staying ahead with this group is key. While these younger investors may not yet be among the wealthiest, they represent a valuable segment with strong growth potential that firms cannot afford to overlook. 

In a crowded marketplace flooded with information, it’s essential for communication to be personalised, relevant, and presented in a way that’s easy to digest. Research supports this: when Gen Y and Z seek financial advisors, they favour those who take a holistic approach to addressing clients’ multiple financial goals. They assess firms by scrutinising their communications, websites, and social media channels, making it crucial for firms to utilise reliable tools for effective personalisation. 

To support personalised investor relations (IR), firms can leverage a range of tech-driven approaches, focusing on accessibility, tailored messaging, and giving investors greater control over their experience. 

Tailoring the Message 

Abandoning generic communication strategies is essential, with curated experiences and multimedia content offering firms a way to deliver more personalised and engaging interactions. Customised environments designed for specific investor groups allow firms to provide content that directly aligns with the unique interests and needs of each segment. Using multimedia elements like podcasts, videos, and interactive infographics enhances the storytelling within corporate communications, making information more captivating, accessible, and easier for investors to connect with and understand. 

Enabling Active Engagement 

Interactive tools in webcasts and virtual events are excellent for boosting engagement. Features like live polls, Q&A sessions, and real-time feedback create a dynamic experience and provide valuable insights into investor preferences and concerns. 

Consider event apps. Previously, these might have been limited to sharing agendas and uploading session content. Now, with increased pressure to close deals and complete transactions, attendees expect a far more robust experience. Modern event apps must allow for text, voice, and video messaging; voice and video calls; sharing of images, documents, reports, PDFs, location meeting details, and other content in real time. This isn’t just a future possibility; it’s a present-day demand that’s transforming events. 

In-person interactions at AGMs, investor updates, and other face-to-face meetings remain invaluable, however, modern technology plays a critical role in enhancing these gatherings. Event apps have evolved beyond simple agendas, now featuring sophisticated matchmaking tools, session engagement features, and sentiment tracking. This enables deeper relationship-building and provides organisers with rich insights into attendee interests and future engagement. 

Building for Accessibility 

Making web content and events accessible is essential for inclusivity, allowing all stakeholders to participate fully. Ensuring that websites and digital platforms are easy to navigate and use not only extends reach but also demonstrates a firm’s commitment to inclusivity and compliance, both of which are increasingly prioritised. 

Lord Chris Holmes, Britain’s most decorated Paralympic swimmer and an active member of the House of Lords, focuses on digital technology for public good. As someone who is blind and frequently relies on accessible tech, he shared his positive experience with an accessible platform: “The platform I used was excellent, especially in terms of accessibility. It wasn’t just accessible—it was clearly designed with inclusion in mind, which made a big difference for me and for everyone else. Everything I aim to do in parliament centres around inclusion and innovation, and this platform truly embodied those values.” 

A new standard for digital engagement  

Today’s audience engagement platforms are reshaping digital experiences for investors by centralising content creation and managing multimedia in line with accessibility standards. Investment firms are now better equipped to offer tailored, accessible, and dynamic content that enhances the investor experience, boosting engagement and satisfaction. 

The modern approach to digital engagement includes providing a single access point for a diverse mix of content across desktop and mobile platforms. This includes everything from on-demand videos, articles, and podcasts to live events such as webinars, AGMs, and investor meetings. By integrating digital engagement as a core part of the client experience, firms can deliver interactions that match the quality and prestige of in-person services. 

One leading global investment firm, with offices in 19 locations, over 1,800 employees, and assets under management exceeding $200 billion, recently achieved exceptional results with our creative services. The firm hosted a series of events in three major cities and required event technology that was secure, advanced, and seamlessly executed, alongside high-quality creative support. They shared, “As a brand known for quality, innovation, and thought leadership, it’s crucial for us to lead the way in investor experiences.” 

With a customised solution tailored to both on-site and digital needs, the firm’s events were flawlessly delivered, with creative services ensuring a polished, professional look across all visual elements. 

Unlocking the Power of Personalisation in Investor Relations 

Firms that prioritise personalisation can reap substantial benefits, from elevated brand perception, trust, and loyalty to stronger client relationships. For the firm, personalisation also means gathering valuable data to inform strategic decisions and power the AI engines of the future.