We’re a boutique marketing consultancy, specialising in product-led content for asset management.

Our clients are asset managers based in London, Frankfurt, New York and Miami. They are active in public and private markets across all mainstream asset classes. Their audiences range from intermediaries, to institutions, to ultra-high-net worth families.

We nurture long-term partnerships with the teams we support. We have pre-existing working relationships with most of our clients, in some cases going back more than 15 years.

We apply a unique combination of investment and distribution knowledge.

We have a significantly heavier investment and portfolio focus than the average marketing consultancy. We speak to senior portfolio managers in their own language and know how to use their time efficiently. 

A decade of product marketing experience, working closely with sales teams across EMEA and the US, gives us a pragmatic understanding of distribution needs, enabling us to package fund managers' message in a way that will resonate with their target audience.

Adrienne Roberts, CFA

Previously head of product marketing at Schroders, Adrienne has more than 20 years' experience in the global asset management industry. 

She started her career as a financial journalist, spending five years with The Financial Times covering capital markets and commodities. 

She spent 10 years at AllianceBernstein as an investment writer and content lead, working closely with fund managers to help shape their messaging, then joined New York-based MacKay Shields as head of content. 

In 2016, wanting to work more closely with the distribution business, Adrienne joined T. Rowe Price as product marketing lead for fixed income in London. From there, she went on to become Head of Product Marketing at Schroders.

In 2023, Adrienne founded the Careful Content Company, where she applies her journalistic, investment, marketing and distribution knowledge to developing high-end content solutions for asset managers. 

Our philosophy

  • The best collaborations between fund managers and their content creators come from continuity. When we’ve been involved with a team over the years and worked with them to shape their foundational messaging, having that context helps us develop richer content. The longer we work with our PMs, the more efficient the process gets and the less time they have to spend thinking about marketing.

  • Fund marketers need real investment knowledge to be effective. In an increasingly crowded market, knowing the nuts and bolts of the client’s products and process helps marketers identify differentiated ideas and angles. This adds an edge to brand and conceptual content, not just sales materials.

  • Are you just telling your audience what you want to tell them, or are you giving them something they can usefully absorb? Content creators can act as a bridge within a firm, not just working with Investments to identify key ideas and messaging, but also understanding how that messaging should be packaged to help the sales effort.