Handing Over a Resource That Says “We See You”

How do you ease RIAs’ fears of being “lost in the shuffle” as they decide whether to stay with a big-name company during an unprecedented transition, or search for a new custodial service provider? Speak to their pain points. And provide a tool that helps them find a fit that feels right. This is exactly how Frankel helped TradePMR—a boutique fintech company—launch a national awareness campaign around its Custodian RFP Template, a tool designed to help RIAs evaluate custodians.

Helping RIAs Make Confident Custodian Decisions

Rather than echo generic industry messaging, our team got specific. We identified what RIAs actually weigh when choosing between large custodians and boutique firms, and positioned TradePMR as the knowledgeable, transparent partner that will help them find the right fit.

The Impact for TradePMR

Guiding advisors through the complexities of custodian selection, the website we created became an indispensable tool. In tandem with paid digital and collateral marketing efforts, we drove meaningful engagement with the downloadable template and strengthened TradePMR’s industry leadership. This initiative also successfully blended brand awareness with practical value. The right advisors saw the right message at the right time. Strategic planning, communications and creative worked—and delivered strong results in the end.