We partnered with a UK asset management firm, owned by a mutual insurance company, at a pivotal moment in its development as the firm sought greater clarity around its long-term strategic direction.
Over three months, we worked closely with senior leadership to articulate a coherent strategic vision that included the discovery of a purpose and defining what responsible investment means to the firm.
Securing Alignment and Momentum
We began by engaging deeply across the organisation. Through individual interviews with 26 senior decision-makers, we explored perspectives on purpose, values, culture, sustainability and stakeholder relationships.
Alongside this, we conducted an in-depth review of the firm’s responsible investment policies, governance structures, reporting and processes. This dual approach surfaced both areas of strength and points of ambiguity, creating a shared evidence base and building internal momentum for change.
Articulating a Purpose
We facilitated purpose workshops with 20 senior executives to define and articulate the firm’s purpose and the behaviours that would bring it to life.
The outcome was a firm-wide purpose statement, supported by clearly defined cultural and behavioural factors. We then advised on embedding this purpose throughout the organisation, to support strategy, decision-making and client engagement.
Benchmarking Peers to Define Best Practice
To inform strategic positioning, we analysed 11 peer firms using a structured methodology. This review examined purpose and investment beliefs, ESG integration and stewardship processes, governance resources, and the quality of firm-level and fund-level reporting.
We identified common industry gaps, emerging best practice and areas where the firm could differentiate itself, providing an objective lens through which leadership could assess its competitive positioning.
Shaping Corporate Strategy and Commercial Positioning
Drawing on the purpose work and peer analysis, we reviewed the draft corporate strategy and advised on how the firm could sharpen its positioning.
We provided recommendations on leveraging its ownership structure, culture and investment approach to enhance its corporate brand, strengthen market perception and maximise commercial opportunity.
Creating Clarity Around Terminology
Ambiguity in language can undermine credibility. We facilitated structured discussions among senior investment professionals to establish agreed definitions for key terms, including responsible investment, sustainable investment, impact, stewardship and sustainability.
This resulted in a shared internal understanding and clear guidance on how these terms should be applied in fund naming, documentation and client communications.
Optimising Governance Structures
We assessed the firm’s investment operating model and organisational structure, including roles and reporting lines related to responsible investment.
Based on the firm’s growth ambitions and client expectations, we provided recommendations on the optimal structure.
Strengthening Brand and Narrative
We advised on the firm’s internal and external narrative, including whether “house views” or firm-wide exclusions were necessary to meet evolving industry standards and client expectations.
Grounded in the firm’s purpose, heritage and ownership model, we recommended a structured approach to forming positions on complex or controversial issues and aligned marketing strategy with strategic identity.
Enhancing Client Reporting
Finally, we reviewed client reporting and fund documentation, identifying gaps and opportunities for improvement. Drawing on peer analysis and regulatory developments, we provided guidance on strengthening reporting quality and meeting local market requirements.
Our partnership enabled the firm to establish a clearer strategic identity, aligned investment philosophy, strengthened governance structures and a more coherent external narrative, positioning it to compete with confidence in a rapidly evolving market.
