APPITAL

PRACTICE AREAS

Message development; press office activities; partner communications; thought leadership writing; newsletters; event support; organic social media; awards.

THE CLIENT

Appital is transforming equity markets with its innovative peer-to-peer price discovery and liquidity sourcing platform for asset managers. Appital’s bookbuilding platform enables institutional investors to connect to asset managers directly and proactively drive liquidity in small, mid and large caps, often in excess of multiple days of ADV, with minimal risk of price erosion. 

Launched in July 2021, Appital has secured funding and worked with forward-looking institutions to develop the necessary technological infrastructure to support a new liquidity discovery mechanism and workflow for the buyside. Appital Turquoise Bookbuilder™ was launched in August 2022, followed by Appital Insights™ in December 2023, when the platform reached $2bn of buy-side liquidity.

THE CHALLENGE

Appital set out to automate the opaque and outdated, legacy bookbuilding process, which is still relationship driven, with bookbuilding predominantly carried out over the phone and, therefore, prone to information leakage.

Clear messaging and storytelling was needed to communicate Appital’s vision to the media and industry stakeholders – to bring innovation and automation to equity markets.  

Partnerships and milestones needed to be communicated in order to support Appital’s engagement with the buyside community, to help gain traction and increase adoption.

THE CAMPAIGNS

  • Our strategic approach to all communications opportunities was key to securing a consistent drumbeat of activities to raise Appital’s profile with the media. By bringing creativity and new ideas to the table, we identified new and engaging ways to showcase Appital’s success and support its business and sales ambitions.
  • Message development: we carried out a thorough immersion and education workshop to understand the premise, the challenges Appital solves and the benefits it brings to the asset management community. We developed messages that were relevant and resonant and subsequently used in all communications – for the media, industry stakeholders, via the website and sales collateral.
  • Media engagement: we drafted all necessary press releases and thought leadership articles to communicate partnerships and technological milestones, as well as platform liquidity milestones and adoption by the asset management community. All content was shared via social media channels.
  • Event support: we devised and executed an integrated marketing and communication strategy around Appital’s first participation in a major industry event, bringing together media relations and press office activities, social media, event support – including stand build, and customer communications.

THE IMPACT

  • The awareness of Appital’s bookbuilding platform has increased exponentially over the years and our efforts have supported the Appital business development team at strategically important points in their growth journey.
  • The media has a clear understanding of Appial’s offering and how significant is for the busyide community in its quest to access hard-to-find liquidity in a market for size. 
  • We achieved great coverage for all EMS integrations and launches, specifically for the Appital Turquoise Bookbuilder™, across Euromoney, The Trade, Markets Media, Best Execution, Waters Technology, A-Team Insight and more. 
  • Appital also won the coveted ‘Fintech of the Year’ award at The Trade News’ annual awards, which recognises pioneers solving key challenges for the asset management community.
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