Bluestone Mortgages
Brief
Vested started working with Bluestone Mortgages in 2021 to elevate its communications and newsroom programme, with the aim of reinforcing its position as the ‘go-to’ when it comes to complex credit. From the outset, the brief spanned different audiences groups – to position as a consumer champion (while being intermediated); to grow credibility in the broker space; and to appeal to potential investors at a corporate level as the business scaled for exit.
Approach
Whilst Bluestone was well known in the broker community, we identified a major opportunity to be recognised as a consumer champion, pioneering real change for real people. To achieve this, we built a programme focusing on national and consumer titles, leveraging Bluestone’s existing customer base for insight and elevating the presence of its spokespeople.
Activation included developing consumer research stories, building a human face for the organisation through case study placement, and implementing a high-octane media engagement programme for key spokespeople. Alongside this, we worked on a series of corporate initiatives including rewriting the corporate narrative to demonstrate growth and impact, positioning around fintech to grow the value story, entering and winning awards for market leadership and thought leadership around its key audiences.
Result
Alongside delivering a significant share of voice – in some months 80% over competitors, and punching well above its weight – Bluestone Group announced the sale of Bluestone Mortgages to Shawbrook Bank and we continue to work with them to build out their profile and reputation to achieve their growth ambitions.
Execution
