Strategic Marketing for financial services

Welcome to thetrust economy.

What are investorssaying about you?

Layup is the editorial partner for investment firms, fintechs, and RIAs that refuse to sound like everyone else. In a market flooded with AI-generated sameness, we build the point of view and credibility that make you the name people already trust, before they're ever ready to talk.

Schedule a Call→20-minute discovery — no obligation
Layup's Results
25+ yrs

Editorial & marketing experience

3 months

From kickoff to transformation

1

Clear strategy, finally unified

01 — The Problem

In financial services,Trust is the only moatthat matters.

Investment firms, VCs, and fintechs come to Layup when their marketing isn't building the credibility their expertise deserves. Every firm now has access to the same AI tools, which means competent, forgettable content is everywhere and nearly free. What's scarce is a genuine point of view. We close that gap, and turn your expertise into a presence that earns trust before anyone is ready to decide.

Plenty of financial services firms are creating content. Very few are building trust. There's a difference.

Who We Work WithWho We Work With
01

Your marketing is busy, but it isn't building.

A blog here, a LinkedIn push there, a newsletter you started and let slide. Effort isn't the problem. Without a strategy underneath it, nothing compounds.

02

You know you should be visible, but never get to it.

The content, the thought leadership, the consistent presence. Marketing that works is a system, not a burst of willpower, and building it while running the firm is nearly impossible alone.

03

You look like everyone else in the room.

AI has made fluent, generic content free. What used to differentiate you now just blends in. Winning requires a point of view a machine can't produce, and most firms don't have one yet.

"The firms that win are the ones whose names come up before the search begins."

The Layup Principle
FIXED FEETHOUGHT LEADERSHIPContent Strategy
HUMAN JUDGMENTBRAND VOICEUNIFIED STRATEGYLINKEDIN AUTHORITYEDITORIAL JUDGMENTFIXED FEEFINANCIAL focusedaum minded
HUMAN JUDGMENTcompliance first
investor facing
ONE-PAGERPOST-ACQUISITION POSITIONINGFIXED FEE2-WEEK DELIVERYBROKER PARTNERHUMAN JUDGMENTBRAND AUDITBUYER-FACING DECKREPOSITIONED ONE-PAGERPOST-ACQUISITION POSITIONING
02 — The Playbook

Our industry experienceis your competitiveadvantage.

Everything we do is designed to build authority that compounds, from editorial diagnostics and thought leadership to positioning and content strategy for the audiences that actually make the decisions that matter: LPs, founders, advisors, investors, and the market.

01

Strategic Storytelling

  • Content Marketing
  • Copywriting
  • Blogs & White Papers
  • Sales Decks
  • Social Media Copy
02

Brand Materials

  • Brand Audit
  • Positioning Narrative
  • Content Playbooks
  • Messaging Guidelines
  • Brand Voice Guide
03

Messaging Strategy

  • Maximize Brand Marketing
  • Increase Sales & Grow Revenue
  • Reach Your Ideal Audience
  • Ensure Team Alignment
  • Improve Company Culture
The architecture of trust


03 — Inside Out

We know this industryfrom the inside out.

20

Years of editorial and financial publishing experience built into every word we write

$10M+

The deal size where investment bankers start caring about your story

2

Weeks from kickoff to a complete buyer-ready brand package

03 — Case Studies

Who we help.

A 15-year-old service business preparing to list. The owner knew it cold but had never had to explain it to a stranger with a checkbook.The Seller

case study #1

An emerging VC firm in the agtech and food science sector that needed to build LP and founder trust through consistent, credible thought leadership rather than one-off content.

Client

iSelect Fund

Results

• Increased AUM more than 20x over the course of 5+ years
• Increased investor engagement and participation in the fund by more than 40%
• Established the fund executive team as leaders in their field, garnering media interest, inbound investment, social proof and more
• Established one of the leading specialty conferences in its industry, doubling participation annually for 3+ years
• Put the iSelect name in front of thousands of new startup companies in its verticals, allowing the fund to be as selective as possible when making its investments, enabling greater outcomes

An ex-corporate buyer who signed an LOI on a $2M business using an SBA loan. Needed to reposition the brand and make it legible to employees and customers on day one.The Buyer

case study #2

With a team spread across three continents and investments in companies worldwide, Unovis was struggling to communicate its value prop to US-based audiences and investors. 

Client

Unovis

Results

• Became the premiere alternative protein venture fund in North America.
• Created new connections with investors and industry stakeholders, contributing to the close of its second $150M+ USD fund.
• Increased investor engagement via regular communications, positioning the General Partners as the go-to source for information and analysis in, increasing reinvestment rates.
• Improved its digital presence and website in order to drive traffic and capture leads.
• Raised the profile of its portfolio companies both large and small, helping them gain attention in the growing US market for alternative proteins.

Ready to Get Started?

When trust is the strategy,partner with the team that'sbuilt theirs over decades.

Schedule a Call→

20-minute discovery — no obligation