The Boutique Advantage
Rocq Capital
Get.
High-net-worth individuals in Guernsey to rethink who’s best placed to manage their money.
Who.
Financially literate over-50s, locally rooted, relationship-driven, and quietly questioning whether their current provider still fits.
The Challenge.
In a sector where “big is best” is the default, Rocq Capital had a different edge: direct access, agility, and genuinely personal service.
But those strengths weren’t cutting through. And in a market where most investors aren’t actively looking, unseen means unconsidered.
“boutique isn’t second-best - it’s a smarter choice”
The Strategy.
Pathfinder began by helping Rocq define a clear proposition: boutique isn’t second-best—it’s a smarter choice. Experienced directors, no middlemen, faster decisions. A bold stance in a risk-averse category but one that matched how Rocq actually worked.
“In the financial world, success isn’t measured by the size of your portfolio,
but by the impact you have on your clients' financial well-being.”
We built the brand around mental availability, grounded in two key behavioural truths:
95–5 Rule: Just 5% of people are in-market right now.
Rule of 3: When they are, they’ll recall just three brands.
“The first search engine isn’t Google. It’s memory.” – IPA EffWorks
The Creative.
The campaign paired two elements that worked in harmony:
Smart, smile-in-the-mind copy that expressed Rocq’s boutique edge with charm and clarity.
The “Q” as a brand device, woven visually and verbally into the campaign.
This combination of strategic tone and distinctive execution gave Rocq a creative spine—flexible across formats, instantly recognisable, and impossible for competitors to imitate. A creative platform that was both charming and strategically distinct.
Great creative only works if people see it.
To drive visibility, Pathfinder built a focused media plan designed to deliver attention in all the right places.
A high-footfall airport poster site for standout
Digital display ads, contextually and demographically targeted for efficient reach
Inflight and property magazines, trusted by the high-net-worth audience
A LinkedIn campaign reaching Guernsey’s professional and business community
And local sponsorships—like Hidden Gardens and Liberation Day at L’Eree—that offered brand visibility and face-to-face connection with potential clients.
The strategy was simple: get seen, get remembered, get shortlisted.
The placement.
The results came fast:
Branded search volumes rose steadily—a sign of growing salience
Website traffic grew 5x, with 17,000+ new users
Rocq climbed to #5 in Share of Brand Search across 13 competitors
And most importantly, AUM increased following the campaign launch
Rocq now has what it didn’t before: a defined proposition, a creative platform, and a brand with presence—built to earn consideration long before the decision is made.
The Impact.
“Share of Search is a leading indicator of Share of Market.”