Focused, integrated marketing strategy a major attraction
A strong presence on all platforms is part of winning formula
Brenthurst Wealth co-founder and investment strategist Magnus Heystek has never been one to shy away from expressing his views, so it probably won’t be surprising to hear that he personally responds to all new client inquiries.
He also makes no bones about client communication being a central pillar of the firm’s success since it was established in 2004. Since then, Brenthurst Wealth has stayed true to its values, and today boasts a growing client base. New clients are attracted not only to the financial returns, but also to the strength of its marketing and communications strategy.
Co-founder and marketing director Sue Heystek says client relationships are the cornerstone of Brenthurst’s success, which is validated by its consistently strong performance in the Intellidex Wealth Manager and Private Bank Award. The firm was named Top Boutique Wealth Manager in the 2020 and 2017 Intellidex Awards, second in 2019 and fourth in 2018.
“We are now busier than ever,” says Sue, while reflecting on how social distancing has influenced relationships. “Communication with clients has always been a key component of the marketing mix, and our continuous presence on
all platforms has definitely strengthened client relationships.”
A major strength that Brenthurst has leveraged over the years has been its investment seminars. It has hosted as many as 16 of these a year, often in partnership with leading asset managers.
Of course, once the Covid-19 pandemic put an end to large gatherings, the marketing team switched seamlessly to virtual gatherings.
“Client meetings are different now but logistically easier,” she says. “Lockdown has forced clients to explore alternatives to face-toface meetings and it’s gone very well. It has been a positive transformation and we’re able to reach clients in remote areas, for which they’re really grateful.”
The convenience of hosting virtual discussions has also opened up new opportunities to reach untapped audiences. The seminars around the country typically attracted 500 attendees. A series of
What it means: The strong communication strategy is a major strength
webinars hosted this year attracted close to 1 ,000 registrants each.
One of these, presented in partnership with Daily Maverick, attracted nearly 1,800 people.
“We will most definitely continue hosting webinars as this platform allows for easy audience interaction and engagement on relevant topics,” she says.
“But we expect to revert back to ‘live event’ seminars at venues, albeit less frequently, as we value our personal relationship with clients and pride ourselves on building long-term relationships with our clients and their children.”
A simpler form of communication that supplements personal interaction is Brenthurst’s e-mail newsletters. With a database of about 11,000 subscribers, which is growing by the hundreds every month, the marketing team is easily able to reach existing and prospective clients.
Add to this Brenthurst’s expansive media reach, and it’s difficult to miss its message. All advisers and the executive team are regular contributors in the media,
A recent addition to these platforms is Twitter, on which Magnus has quickly acquired tens of thousands of followers.
“Twitter has been the most incredible thing,” he says. “I started tweeting only 18 months ago and it’s been an eye-opener because if you say something that resonates with an audience it gets spread virally so quickly.”
Sue says that one of the major benefits is that digital channels make it easier for clients to contact Brenthurst. “Our presence on social media platforms makes it easy to engage, connect and communicate with our clients, and also allows them quick access to relevant money matters,” she says.
Naturally, a digital presence appeals to younger investors, which is a growing demographic among Brenthurst’s clients.
“We create consistent, highquality content that transcends all ages, but also resonates with younger investors. Children of clients are part of the investment strategy and we have many clients who have remained with us for several generations,” says Sue.
The Covid-19 pandemic also presented Brenthurst with the opportunity to lend a hand to communities in need. All staff were asked to nominate projects, NGOS and charitable organisations the firm could support with donations.
This ad-hoc support is in addition to the firm’s long-standing support of charitable organisations, including setting up the Brenthurst Warrior Kids Foundation to help children with cystic fibrosis.
This ability to see beyond its own world is an extension of the Brenthurst philosophy of keeping it personal.