Samantha Lynch from Lighthouse Canton shared with Telum about challenges within the investment industry and how to overcome them.

Tell us about your role as VP Marketing at Lighthouse Canton. What does a typical day look like for you?
I manage all aspects of brand and marketing communications for the various brands and businesses at Lighthouse Canton. We provide wealth and asset management financial services to our clients.

I joined the company thinking my role would mostly consist of marketing communications for investors and investment products, but it has been much more exciting than that.

Our investments span sectors such as life sciences, real estate, the startup ecosystem, and SME financing.

How has Lighthouse Canton's brand evolved over the years?
When I first started here in 2021, the focus was relaunching the Lighthouse Canton brand. Over the past 2 years, I’ve been focusing on building that brand awareness, establishing the marketing operations, and setting the foundations for these businesses and brands. 

There is so much more to a brand than just logos and colours. An overhaul like this involves developing the image of an entire organisation, understanding what the brand stands for, and whether the people behind it believe in its values.

We distilled the innovation of our stakeholders down to the bold, fresh imagery and messaging that are being used across the Lighthouse Canton brand today.

Tell us about a recent challenge your comms team encountered, and how you overcome it?
In the past year, I have focused on enhancing our marketing activities by bringing in the right MarTech and partners to support the company’s growth and development.

According to our research, clients in the private wealth space are looking for a hybrid client experience that incorporates both digital services and solutions as well as a personal touch from relationship managers.

The Ultra-High-Net-Worth Individual (UHNWI) / private wealth industry is highly relationship-centric. Many bankers will leave an organisation and take their clients with them. So the challenge here is two-fold.

1. How do you attract new clients who are not loyal to an existing banker?
2. How to maintain relationships and build brand loyalty with clients who were attached to a banker who has left?

On the institutional client side, there is the case of lead generation and trying to ensure you are top of mind. Analysts at banks, insurance companies and pension and sovereign wealth funds are inundated with communication from fund houses. So how can you ensure you are keeping them interested with your fund and investment developments?

I have found that using MarTech can help us ensure consistent messaging and omnichannel presence to deliver relevant information to our clients.