Case study · Tideway Wealth
Financial planning & investment management
Turning a marketing priority
into national news.
London-based wealth and retirement business Tideway Wealth wanted to raise its national media profile and connect its expertise to priority marketing areas. From December 2025 to October 2026, we combined original research with expert positioning, supporting its offshore-bonds campaign, generating inbound enquiries and contributing specialist commentary on the Autumn Budget.
Back to work →The work
Putting commercial priorities into the news agenda
The brief
Raise Tideway Wealth’s national media profile and strengthen the visibility of its expertise among the people it wanted to reach.
A particular priority was offshore bonds, an important focus for the firm’s marketing activity that quarter. The task was to connect this commercial priority with subjects journalists and their readers were already interested in.
The approach
The campaign combined proactive news generation with expert positioning.
We developed a YouGov survey-led campaign examining attitudes towards emigration, creating original data that could be turned into a publication-ready news story. The research generated several pieces of national and international coverage.
For the offshore bonds campaign, we developed a publication-ready news story specifically with national media in mind and targeted The Times.
The approach led to an interview with Tideway and coverage in The Times, The Telegraph and the Daily Mail.
The result
The campaign generated 48 pieces of coverage, 62 brand mentions and a combined estimated audience of 597.6m.
Coverage in The Times, The Telegraph and the Daily Mail supported the offshore-bonds campaign, while the YouGov research created several national and international stories.
The work connected media activity directly with Tideway’s business objectives and generated inbound enquiries attributable to the PR activity.
October 2026 brought a further eight client coverage placements, including The Telegraph, MoneyWeek, Yahoo Finance, Citywire and GB News. Coverage addressed inheritance tax, retirement planning and the implications of the Autumn Budget. Ben Klein’s contribution to GB News on October 31 explained the risks of irreversible pension decisions.
Selected articles
The Times Expert guidance on offshore bonds and inheritance planning → The Telegraph Explaining the inheritance tax treatment of offshore bonds → interactive investor Expert views on building a balanced investment portfolio → Daily Mail Practical guidance on offshore bonds and passing on family wealth → GB News Survey findings on tax concerns and plans to move abroad → MoneyWeek Expert comment on life insurance and inheritance tax planning → GB NewsThe risks of costly pension decisions after Budget 2026→Client perspective
Edna Oliveros, marketing manager, Tideway Wealth“Working with Finnoah PR has been straightforward from the start. The agency understood our business quickly and consistently focused on what we wanted to achieve, rather than pursuing coverage for its own sake.
“When offshore bonds became our marketing priority, Steven turned the subject into a story the national press actually wanted, leading to coverage in The Times, The Telegraph and the Daily Mail.
“Throughout, Finnoah PR has been diligent, responsive and easy to work with.”
Next step
Turn expertise into something journalists can use
Finnoah PR develops publication-ready stories and expert commentary around the issues that matter to clients and the media.
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