Breathing Heritage and Trust into a Family Office’s Marketing Assets

Harmony Advisors is an independent multi-family office and asset manager. With offices in Hong Kong and Switzerland, Harmony works with ultra-high net worth families in to grow their wealth and manage family affairs. After growing steadily since its inception in 2015, Harmony felt it was time to scale up and was looking for a marketing agency with domain expertise in finance to support its first-time online marketing efforts.

Family offices are a relatively new concept in Asia. With firms using different models to adapt the concept to the region’s business environment, Straight understood early on that we needed to help Harmony convey its methods, ethos, interests and philosophy in a way that not only make them stand out, but also funnel the profound finance expertise, the attachment to family values and the relentless attention to detail the firm deploy to serve UHNW families.

Leveraging our in-depth background in finance and private equity, we tailored a holistic and bespoke solution that covers all grounds across branding, content marketing and growth marketing. Through an intricate exercise of branding and brand messaging, we developed a more modern and dynamic website for Harmony that moves past traditional finance stereotypes, yet still retains a strong sense of heritage and legacy.

Next, we launched a growth strategy via SEO, SEM and blog marketing. From shorter explainer articles on family offices and multi-family offices, lifestyle articles linked to Harmony’s concierge services, to long form discussions on current finance or asset management issues, Straight fused the power of the written word with effective SEO and growth strategies to help Harmony find their footing online.

Next up, we will launch a WeChat account with a programme of blogs targeting UHNW audiences in China. The ultimate aim is to establish Harmony as an authority on matters related Family Office and the UNHW market both in Hong Kong and in China.