Preparing For Your IPO

The IPO market has gained momentum in recent months as the U.S. economy has begun to experience a break in volatility. In Q2 2025, U.S. IPOs increased by 16% year over year, with nearly 56% of transactions occurring in June. The financial services industry led the way with 14 IPOs in the quarter, outpacing new deals in the technology, media, and telecommunications (TMT) sector. Most recently, Klarna’s successful IPO may be a positive indicator for other fintech companies to move forward with their own filings. 

The IPO outlook for the remainder of 2025 is one of cautious optimism. Analysts are citing the beginning of a potential repair cycle as uncertainties around tariffs clear. This activity stands in contrast to the past few years when organizations forestalled going public due to factors such as inflation, bear market conditions, and economic instability.

With more companies preparing to go public, IPO readiness should encompass more than solid financials and an opportune economic climate. A strong IPO communications plan can be a critical component of a successful launch. 

Build Your Brand Pre-IPO

Opportunities to shape a company’s brand position are limited once the quiet period begins post-filing. Establishing a strong brand presence and well-developed narrative in advance of an IPO can help prepare an organization for success in the public market. 

Start by outlining a clear story capturing the company’s current performance and long-term strategic vision. Communication teams can take this groundwork and develop an integrated program that resonates with key stakeholders.

Building out a brand narrative can also help frame leadership messaging around critical topics and milestones, underscoring trust and credibility as well as a case for sustainable growth. These efforts can result in a smoother IPO transition, greater visibility at the time of listing, and a stronger foundation for long-term reputation management.

A comprehensive pre-IPO communications plan should be digitally focused and channel agnostic with a focus on driving your core narrative through business milestones, product innovation and thought leadership, all while reinforcing your industry leading POV. A regular cadence of media and analyst coverage will ensure deeper understanding of your company ahead of any IPO and provide third-party perspective and validation to investors.

Engage Employees

Employees are an important stakeholder group often overlooked during an IPO journey. Companies should keep employees informed and engaged, instilling excitement and engagement. Leaders should consider ways to remain transparent with employees to foster trust while adhering to regulatory requirements.

Companies preparing to go public can garner support and excitement with their employees, an aspect that can support a smooth transition while reinforcing external credibility. An internal communications plan can support team morale, reducing turnover and boosting organic online sentiment with a broader impact on the overall IPO communications strategy.

Best practices for employee communications during IPO preparations include:

– Hosting regular internal briefings with clear, compliant updates

– Celebrating milestones to build pride and excitement

– Providing resources to explain the IPO process and its impact.

– Reinforcing confidentiality guidelines to maintain compliance.

Maximize Your IPO Day

IPO day is a defining opportunity to communicate your company’s value and vision to investors, customers, employees, and the broader market. The communications team should be part of the communications planning with investment bankers, lawyers, and advisors to ensure alignment and strategic execution. A multichannel plan is essential – one that builds your public company narrative from day one, with tailored messaging for your three key audiences: investors, who need confidence in your growth story; customers, who want to understand the value you bring; and employees, who should feel pride and clarity about the company’s future. IPO day is also a powerful media moment, so a well-orchestrated media relations program, supported by broadcast opportunities, is critical. Most importantly, your CEO must be prepared to deliver the company’s story confidently and consistently.

Prepare to be a Public Company

Once the organization goes public, you may need to adjust operations and messaging to manage the brand’s heightened visibility. The core narrative developed before the IPO launch should be a solid foundation; however, leaders may find the company facing increased scrutiny requiring agile communication plans for investors, analysts, media, customers, and employees. 

Proactive communications planning can help ensure the company is prepared to manage the opportunities and challenges that come with going public. As your investor relations functions are established, partner with IRO to support communication to the investment community and ensure it is connected with your broader marketing and communications efforts. 

In partnership with your IRO, a thorough communications plan post-IPO can include: 

– Preparing for analyst briefings, earnings calls, and investor Q&A

– Establishing a media monitoring system to track public perception.

– Creating a crisis communications plan for potential issues

– Developing ongoing employee communications to maintain engagement

– Refining messaging to align with evolving market perceptions and company strategy

Careful preparation and strategic communication are critical to navigate the transition to a public company. Leaders can set their companies up for success by establishing messaging early on, engaging employees, planning to get the most out of IPO day, and readying teams for the challenges of going public. 

Vested specializes in financial communications, helping companies develop narratives, manage investor relations, and maximize visibility at every stage of the IPO process. Our experts can help ensure that your story is told effectively and that your stakeholders are informed throughout the process. Contact us to learn more.