Helping financial services companies with
SetWave Group is a team of experienced financial services and FinTech marketing experts trained in Fortune 100 firms, proven in Silicon Valley start-ups, and focused on getting stuff done. We are builders — we help our clients build their brand, grow their business and drive revenue.
It’s like having a Chief Marketing Officer and marketing team at your fingertips.
Private Ocean Wealth Management is a high-net-worth wealth management firm.
Objective: Increase brand awareness, grow the business, and develop marketing infrastructure
SetWave role: CMO, marketing team, writers
Target market: Business owners, executives, and wealthy individuals and families
Deliverables: Created marketing strategy and execution plan. Built the brand through social, advertising (print and digital), thought leadership, blog. Grew the business through lead generation campaigns with paid / earned / owned media, content creation, and creative development. Developed infrastructure through reporting dashboards and analytics, pipeline process, web site improvements, and SEO.
Impact: First campaign drove 100+ marketing qualified leads and 5+ prospect meetings. Social profile and web traffic increased and maintained higher levels of engagement.
PwC’s FinTech team was a startup within Financial Services Advisory and was the first group to develop and sell product to PwC and other clients.
Objective:
Phase 1: Launch new Saas subscription FinTech innovation platform
Phase 2: Launch Freemium version
SetWave role: CMO and Head of Sales Strategy, marketing and sales strategy team
Target market: CEOs, CTOs, business unit heads, heads of Strategy/Innovation/Digital and Private Equity investors across Banking, Capital Markets, Asset Management, Insurance, and Payments
Deliverables: Developed positioning and brand messaging, go-to-market strategy and execution plan. Launched new marketing websites, sales collateral, pitchbooks, videos, sales training, events (hosted and 3rd party), thought leadership, internal communications materials. Managed PR, social media, pipeline development, demos. Led lead generation campaigns with paid / earned / owned media and utilized influencers / employees.
Impact: Successful launch of first “product for sale” at a traditional consulting company, paid subscribers across all 5 industries, 5000+ basic users in 1st 2 months of launch. We are now the template for new product launches at PwC.
StratiFi is a technology platform empowering registered investment advisors with customized option overlay solutions.
Objective: Build marketing program for soft relaunch
SetWave role: CMO, digital marketing, content strategy and writing
Target market: RIAs
Deliverables: Developed positioning and brand messaging, go-to-market marketing strategy and execution plan. Refined websites and sales collateral. Developed content strategy, wrote blogs and thought leadership, and managed social media. Created lead generation campaign with content, digital and print advertising.
Impact: Solid positioning in a competitive marketplace. Lead generation campaign generated industry video appearance and prospect meetings.
Focus on financial services and FinTech marketing – We get your business. From Fortune 100 to start-ups, we work with advisors, end investors, asset managers, foundations and endowments, retirement plans, and the emerging companies that target these audiences.
B2C and B2B marketing – From direct-to-consumer to institutional buyers, we bring the best marketing ideas, customized for your goals.
Part of the FinTech ecosystem – We can help you with next-generation client development and understand how to leverage FinTech innovation for your business.
Expertise across the financial spectrum – Our work in asset/wealth management, banking, payments, insurance, and across asset classes, styles, and vehicles, enables us to make complex investment ideas accessible to clients.
Tech product marketing experience – We’ve launched products and services on eCommerce, SaaS, web-based, mobile and proprietary platforms.
Experienced team – We derive the strategy and focus on exceptional execution so our programs hit the mark. This is our secret sauce – we have a high degree of accountability, are extremely detail oriented, and work equally well as an outsourced or insourced marketing team.
How can we help you grow? Send us an email with your contact information and we’ll get right back to you.
San Francisco Bay Area, CA
Debi Lynch founded SetWave Group to help new and existing companies grow their business and build their brand. Prior to launching SetWave Group, Debi spent the last decade focused on financial services, most recently as the CMO of Motif Investing, growing their consumer and advisor businesses. Debi is also the former CMO of JP Morgan and BlackRock Institutional groups, defining their global value propositions, and creating marketing strategies to acquire and retain clients. Her wealth management background includes marketing positions at Wells Fargo and Charles Schwab. Earlier in her career, Debi spent 10 years in consumer marketing with leading brands and start-ups including American Airlines, Levi Strauss, PlanetRX.com, and WalMart.com, and was at the forefront of eCommerce and internet marketing. She started her career as a financial analyst with Duff & Phelps. She currently leads SetWave Group and is waiting for that perfect south swell to hit northern California.
Debi holds a BA in Economics from University of Pennsylvania and an MBA from the Anderson School at UCLA.
Marcia Roitberg conceptualizes, writes and edits benefit-driven content for SetWave clients. For more than 20 years, she has written about a wide range of investment topics and for various audiences, including individual investors, advisors, retirement plan sponsors, financial technology firms, global asset managers, and government officials. Marcia is particularly interested in how behavioral economics applies to investment decision making and the potential for impact investing to drive meaningful change in the world. Prior to working with the SetWave team and setting up her own communications firm in 2013, Marcia held various roles within BlackRock, most recently as Director of Communications for the US institutional market. Marcia’s magic number is 8: She can hold a plank position for 8 minutes and eat a pint of Coffee Chocolate Chip ice cream in 8 minutes—just not at the same time.
Marcia holds a BA from York University, and BComm and MBA degrees from University of Windsor, Canada.
Philomena O’Donnell is a writer and strategic communications professional specializing marketing and corporate communications in the financial services industry. She has more than 25 years of experience creating and editing brochures, whitepapers, shareholder reports, and executive communications for broker-dealers and asset managers.
Previously, Ms. O’Donnell worked for the Advisor Group network of independent wealth management firms, as well as investment management firms J. & W. Seligman & Co. and Lord, Abbett & Co.
Phil earned a Bachelor of Arts in Political Science from Trinity University in Washington, DC.
Alexis Petrakis is a writer and strategic communications professional specializing in financial content and investment communications. He has two decades of experience delivering marketing collateral and thought leadership capital for a variety of audiences, ranging from savvy institutional investors to less sophisticated retail audiences. Alexis has expertise in translating complex and often dry technical financial content into more approachable prose appropriate for the specific audience. He has collaborated with organizations ranging from entrepreneurial start-ups to Fortune 1000 companies, including BlackRock, Bank of America Merrill Lynch, JP Morgan Chase, PwC and the Chicago Board Options Exchange. When he’s not writing, you can probably find him outdoors with his dog or golfing, the ultimate Sisyphean task.
Alexis holds a BA in Economics from Northwestern University.
Frédérique Clay is a creative director and designer with a global perspective, having lived and worked in France, Hong Kong, and the U.S. She specializes in digital and print design, brand and visual identity, including everything from logo design to web, events, conferences, blog, social, email and marketing campaigns across multi-touch points for various channels. With a focus on financial services for the last 20 years, she has designed for BlackRock/iShares, Morgan Stanley, RS Investments and Victory Capital, among others. “Less is more” resonates through her life and work — the simplest design solutions help focus on what matters most and what ultimately adds value—very much like oysters and rosé in her opinion.
Frédérique holds an A.A. in Advertising Arts from The Art Institute of California – San Diego.
Canadian born, but Colorado raised, Molly Holland has worked as a graphic designer for two decades. She switched her major to art in college after she took her first graphic design class and discovered you don’t have to be able to draw a bowl of fruit to be an artist. Working for Barclays Global Investors introduced her to the financial sector, which is now her specialization. Molly has helped firms such as State Street Global Advisors and Janus Capital Group attract new clients, while building and maintaining global branding. Her work includes logo and brand identity, collateral, presentations, events, thought leadership, and templates. A true designer at heart, Molly enjoys a beautiful font pairing almost as much as a Californian red.
Molly holds a BFA from Colorado State.
Nancy Hulme is a graphic designer and presentation specialist with 20+ years of experience. A certified Microsoft Office Specialist (MOS) in PowerPoint, Nancy can tackle anything from creating custom templates to C-level presentations to sophisticated high-end slide design for webinars, conferences and pitches. She also teaches PowerPoint workshops and shows clients “where the easy button is”. Because she’s weather-agnostic, she splits her time between San Francisco and Palm Springs.
Nancy holds an BA in Fine Arts and English from the University of Rhode Island.
