The Scene

Personal CFO is a comprehensive wealth management service provided by Brighton Jones. It’s an alternative to piecemeal financial guidance that brings all aspects of your short- and long-term financial picture under one umbrella.

The Ask

Turn high-net-worth individuals into clients who use all of Brighton Jones’ services. How? Appeal to a technical audience with actionable guidance on employee benefits and give context into achieving short- and long-term financial goals.

The Idea

Appeal to a highly educated, executive-level audience by offering clear, actionable guidance on employee benefits, equity compensation, and tax‑efficient planning. Connect short‑term decisions to long‑term outcomes that help prospects see how individual choices ladder up to a holistic financial strategy. Positioned Brighton Jones as a trusted advisor, not a vendor, by communicating abstract financial concepts through storytelling and real-world scenarios.

The Strategy

Create emotionally-grounded messaging and a completely revamped web presence, optimized for cross-channel use across evergreen landing pages, email, pitch decks, social promotion, and email journeys. The campaign should feel real and convey the Personal CFO’s true financial impact.

The Challenge

Balancing depth with clarity: Stakeholders wanted rich storytelling and concise copy, requiring careful prioritization and a clear editorial point of view.
Managing a layered review process: Content passed through a committee of executive approvers, each with their own lens, which required diplomacy, rationale, and strong editorial boundaries.
Adapting stories for multiple platforms: Translating a single narrative into web, email, social, and advisor‑facing formats without losing clarity or impact.

Why It Works

This campaign brought an approachable touch to complex investment philosophies. Conducted multiple rounds of interviews with Brighton Jones’ founders, Chief Marketing Officer, Chief Operating Officer, and Chief Investment Officer to pinpoint the real challenges, priorities, and opportunities facing prospects. Today, Brighton Jones uses the campaign to drive client engagement and clearly communicate its unique value, which has been especially important during uncertain economic times.

The Impact

Fueled a major growth period as Brighton Jones increased its assets under management by more than 70%, reaching $8.5 billion.

Developed content that deepened trust and differentiation, making it easier for the firm and its client-facing teams clearly communicate its value to a fast-growing client base.

Produced evergreen narratives that teams still rely on years later, showing the long-term strategic value and staying power of the work.

Credits

Content Lead: Melissa Terry

Creative Design Lead: Stan Hall

Web Agency: Bilberrry

Analytics: Marc Asmus, Brian Penner

Investment SME: Brian Tall

Brighton Jones,Your Personal CFO