Wealth Management: Vertical GTM Strategy Drives £200M AUM Growth.
How Magnus designed and embedded a vertical GTM strategy that unified marketing and sales and accelerated pipeline for a leading UK wealth management firm.
Growth Acceleration: activating fast change and an innovation mindset
The Challenge
A leading UK wealth management firm recognised the need to accelerate growth and stand out in a highly competitive market. However, fragmented client targeting, unclear value propositions, and limited alignment between marketing and sales made it difficult to scale impact. To address this, the firm partnered with Magnus to design and embed a vertical GTM strategy, equipping teams with clear client insights, differentiated propositions, and practical commercial tools to capture market share with confidence.
Our Role
Magnus grounded the strategy in deep client and market insight, defining Ideal Client Profiles, personas, and journeys to sharpen commercial focus. From this, we built differentiated value propositions for each vertical: helping entrepreneurs secure financial futures post-exit, supporting deputies of vulnerable personal injury victims with empathy and expertise, and enabling charities to align investments with their mission.
These propositions were translated into practical GTM assets, including tailored campaigns, messaging houses, and a sales playbook for each vertical, ensuring marketing and sales operated as one. A structured GTM strategy gave clarity and repeatability, while 'growth accelerators' (targeted sprints) delivered a bias for action and innovation from day one, creating early proof points and momentum. Notably, one vertical achieved a £200m increase in Assets Under Management within six months.
Magnus also embedded commercial enablement at scale: coaching vertical leads, introducing governance structures, and embedding sales playbooks into practice. This built alignment, accountability, and a stronger sense of purpose for committed teams in PI COP, Charities, and Divorce, where professionals are motivated by the positive difference their expertise delivers.
The Impact
The wealth management firm now has a repeatable growth model that is insight-driven, commercially rigorous, embedded across multiple verticals, and ladders up to the brand promise.
Teams are clearer on their target markets, more consistent in their messaging, and more confident in articulating the firm's unique value.
Marketing and sales are aligned behind the same customers and journeys, armed with vertical-specific playbooks and commercial tools, and growth accelerators are generating momentum and an innovation mindset.
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