Rathbones has unveiled its first major brand campaign, introducing the new positioning “Invest well. Live well.” as the wealth manager looks to accelerate growth following the integration of Investec Wealth & Investment (IW&I).
The campaign is the first major marketing initiative since the firm’s rebrand and is designed to reinforce Rathbones’ purpose of helping clients invest their money well so they can live well.
At the heart of the campaign is Rathbones’ first-ever television advertisement, supported by activity across TV and streaming, digital, social media, display advertising and radio.
According to Rathbones, the campaign focuses on the long-term benefits of financial planning and investment advice, highlighting the real-life outcomes that matter to clients rather than market performance or investment jargon.
Simonetta Rigo, Chief Client Officer at Rathbones, said the campaign reflects the firm’s belief that successful investing is about providing clarity, confidence and perspective throughout life’s key milestones.
The creative is built around the Rathbones compass, a central brand asset designed to represent direction, perspective and long-term thinking.
Alongside the headline platform, the campaign includes a series of supporting messages including “Relax well”, “Retire well” and “Sleep well”, intended to demonstrate how wealth management can support clients at different stages of life.
The launch follows the completion of Rathbones’ integration with IW&I and supports the firm’s ambition to become what it describes as “the best wealth manager in the UK, by far”.