CX accelerated marketing for HCFX
Marketing strategy to action plan
Defining a new marketing and brand strategy built around audience and CX insights, then taking it to market
Whilst Hamilton Court FX has experienced rapid growth in recent times, there was a recognition that marketing could play a stronger role in supporting sales and customer retention.
The core challenge was to elevate HCFX from the perception of sales focused brokers to a partner who listens and understands your business FX needs.
Using our Marketing Accelerator™ methodology, we interviewed internal stakeholders and defined a vision and objectives for marketing.
Next, we interviewed existing and potential customers (CFOs & Finance Teams) to define detailed audience personas, which we then used to map the client journey.
The CX map helped us to identify key moments in the journey where marketing could play a role. We worked with key stakeholders to prioritise “Problems to be solved” and “Jobs to be done”.
We ran “Ideation” workshops to define marketing activities,
creating an actionable roadmap for marketing delivery.
To deliver a powerful story, we also defined a new brand purpose (“To help businesses realise the value of Strategic FX”) which is now being used as the springboard for creatively taking the HCFX brand to market.
HCFX was acquired by Marex in August 2025.
The work on our client journey has been enlightening, giving us a much more accurate depiction of how we are perceived as a brand.
This will really help us to improve acquisition and retention of business.
DISCONNECTED EXPERIENCES DON’T CONVERT
