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.
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.
The Placement.
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 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.”