Rathbones Group

Rathbones’ press team didn't exist in 2024. Following a complex integration that created one of the UK’s largest wealth managers, leadership recognised the need for a reputational platform to match the business’s scale and ambition. In 2025, we transformed PR from a reactive function into a strategic, integrated in-house operation at the centre of the business. This was not about generating coverage. The brief was to support commercial growth by building visibility, authority and relevance, and bringing Rathbones’ purpose – to help people invest well so they can live well – to life in a way that resonated with clients, prospects, colleagues, analysts and investors. We developed a communications strategy spanning wealth management, asset management and corporate storytelling; reshaped agency support; strengthened the spokesperson bench; and introduced sophisticated measurement, including share of voice, sentiment, reputational impact and LLM visibility; key in a market where more people use LLMs to identify a wealth manager. Our model was designed to drive growth through visibility and reputation, producing earned, owned and social content, alongside reusable assets for front-office teams to support pipeline and lead flow. We amplified this work through integrated social and employee advocacy, extending external reach while fostering internal pride and connection. Close partnership with investor relations sharpened messaging to analysts and investors. The results have been significant. Share of voice across all media has risen from 3% to 16% in wealth and from 1% to 9% in asset management (YTD), with Tier 1 share leading peers at 30% and 46%.