the brief & approach
| Client: | ndapt |
| Category: | Pensions Consulting & Trustee Services |
| Project: | Brand Strategy, Positioning, Website & Fractional Marketing Leadership |
“We knew we were doing important, future-facing work. But we didn’t have a brand that reflected that — or a strategy to take it to market. Sally helped us bring it all together: purpose, positioning, presence, and pipeline..”
— Marcus Hurd, Managing Partner at ndapt
A need for marketing to scale
ndapt was founded with a clear ambition: to change the way pensions are governed, managed, and understood. As a network of experienced non-executive directors and professional trustees, they were deeply values-led — driven by purpose, committed to ESG, and grounded in the belief that diverse boards make better decisions.But the pensions market wasn’t exactly known for innovation. It was established, hierarchical, and slow to shift. ndapt had a differentiated offer — dynamic, modern, and commercially savvy — but it wasn’t breaking through. With a growing team and rising ambition, they needed a brand that matched the substance of their work and a marketing strategy that could unlock the next phase of growth. That’s where I came in.
A challenger brand strategy
We started by surfacing and codifying what made ndapt different. Their purpose wasn’t a tagline — it was embedded in how they worked, who they hired, the clients they served, and how they defined impact. But it needed to be shaped into a brand that would cut through, not just resonate internally.Through diagnostic and competitor analysis, we mapped a tightly-held sector full of well-known incumbents — many with similar propositions and conservative messaging. ndapt’s space was clear: a challenger brand with a missionary purpose and commercial rigour.We developed a new brand positioning — “Changing the face of pensions management” — anchored in three pillars:
Commercial rigour for more efficient, value-led governance
Future-fit thinking around ESG, DEI and long-term fiduciary responsibility
Broader perspective through a diverse, inclusive partner network
This wasn’t surface-level branding. It defined the tone, structure, and strategy for everything to follow — from comms to channel to content.
strategt to support clearly defined objectives
Multi-channel activity designed for client growth
Alongside positioning, we developed a full go-to-market strategy: a 12-month marketing plan, segmented target audiences, and a roadmap for priority execution. I also provided fractional Head of Marketing support — helping embed a marketing rhythm inside the business and supporting the founders to shift from word-of-mouth to strategic growth.The strategy spanned everything from SEO to referral channels. Advisor relationships were identified as the highest-converting lead source, so we built a focused engagement plan across six key firms. This included tailored comms, pitch-ready overview packs, roundtable planning, LinkedIn plays, and visibility in pensions trade media and associations.At the same time, ndapt’s digital presence was rebuilt from the ground up. The new website gave clarity and confidence to the brand — with sharper copy, clear service positioning, and a scalable content hub that could support thought leadership, testimonials, and case studies.“This wasn’t about doing a bit of marketing. It was about building the infrastructure to grow — and having a brand that people remembered when it really counted.”
— Marcus Hurd, ndapt
bringing the brand purpose to life
Mission in Motion
A major feature of the programme was building credibility around ndapt’s purpose-led identity — not through slogans, but through action. We launched ndapt Giveback, a CSR programme that highlighted their pro bono work, charitable partnerships, and financial wellbeing education initiatives. This wasn’t an add-on — it was a natural expression of the values that sat at the heart of the brand.We also helped ndapt increase visibility through PR outreach, award entries, podcast and webinar guest slots, and growing their LinkedIn community with consistent content that reinforced their strategic pillars.From concept to campaign, the positioning became the compass. Every initiative was checked against it — helping to create brand coherence, external recognition, and internal alignment.
reach, visibility & higher conversion
The Results
ndapt’s transformation was more than cosmetic — it delivered. Within 12 months:
Client volume grew by over 300%
Advisor referrals surged, supported by new relationships and stronger brand recall
The partner network doubled in size
Industry visibility exploded, with PR coverage across leading pensions titles and features on Asset TV
ndapt won major industry awards, including Women in Pensions and UK Pensions Awards for Innovation
Clients rated them 9.5/10 in their annual survey
They now consistently appear on RFP lists that were previously out of reach
“We went from being invisible to being the name that comes up first. That’s the power of strategy-led marketing — and it’s changed how we grow.”
— Marcus Hurd, ndapt
Work Like This Is a Fit When...
You’re a professional services firm with strong delivery but no visibility. You want to build a brand that reflects your values, define a strategy that generates real commercial outcomes, and put structure around how you grow — without diluting what makes you different.That’s what this work did for ndapt. And it’s exactly what I help businesses like yours do every day.Want to explore what this could look like for your brand? Let’s talk.