Finastra
From repositioning to results: Innovating Finance Together
Finastra is a global leader in financial technology. As customer expectations evolved, Finastra needed to move beyond its long-standing Open Finance narrative and create a more practical, customer-first expression of what financial institutions needed from a technology partner. The result was Innovating Finance Together: a new positioning designed not simply to change the brand story, but to connect it directly to customers, go-to-market activity and commercial impact.
The challenge
Finastra needed a positioning that reflected the realities facing financial institutions: regulatory pressure, operational complexity, digital acceleration and rising customer expectations. It also had to work across a complex global organisation, giving more than 5,000 employees a shared story that could connect corporate narrative to customer need, product value, demand generation and sales conversations.
The solution
Silver combined global brand research, customer insight and AI-powered Cylvy® market intelligence to identify the conversations shaping buyer discovery and the areas where Finastra could build greater authority. From this, Innovating Finance Together was developed around three pillars: customer obsession; reliable, secure and trusted solutions; and co-innovation. Silver then translated the positioning into a practical go-to-market system spanning messaging, content, campaign activation and sales enablement, giving teams one strategic thread that could flex across markets, audiences and solutions.
The creative
Innovating Finance Together came to life through a bold, distinctive creative platform designed to make Finastra stand out in a category often dominated by predictable technology communications. Impactful imagery, confident messaging and a flexible visual system gave the positioning a recognisable and ownable presence. The positioning was embedded internally before being launched externally, supported by leadership communications, playbooks, brand assets and enablement materials. It was then activated across finastra.com, executive communications, social, paid media, demand generation, recruitment, video, events and sales activity, creating a consistent creative thread across the full customer journey.
The impact
Innovating Finance Together helped support Finastra’s strongest year of marketing-sourced pipeline to date, demonstrating the commercial value of connecting brand positioning directly to demand. At Sibos, the integrated campaign contributed to a 50% year-on-year increase in meetings booked, while the platform has been adopted across marketing, sales and leadership globally. It also strengthened Finastra’s visibility across strategic priorities, with 35% of priority keywords ranking on page one and strong search authority in areas including Lending.
“The Innovating Finance Together campaign reflects our commitment to genuine partnership and shared innovation. By aligning global teams and centring on client needs, we’ve developed a positioning which is underpinned by research and delivered seamlessly in an incredibly condensed timeframe. We would not have achieved this without the buy-in, commitment and enthusiasm of colleagues throughout the organisation.”
Joerg Klueckmann
Head of Corporate Marketing, Finastra
Finastra
From repositioning to results: Innovating Finance Together
Finastra is a global leader in financial technology. As customer expectations evolved, Finastra needed to move beyond its long-standing Open Finance narrative and create a more practical, customer-first expression of what financial institutions needed from a technology partner. The result was Innovating Finance Together: a new positioning designed not simply to change the brand story, but to connect it directly to customers, go-to-market activity and commercial impact.
“The Innovating Finance Together campaign reflects our commitment to genuine partnership and shared innovation. By aligning global teams and centring on client needs, we’ve developed a positioning which is underpinned by research and delivered seamlessly in an incredibly condensed timeframe. We would not have achieved this without the buy-in, commitment and enthusiasm of colleagues throughout the organisation.”
Joerg Klueckmann
Head of Corporate Marketing, Finastra
The challenge
Finastra needed a positioning that reflected the realities facing financial institutions: regulatory pressure, operational complexity, digital acceleration and rising customer expectations. It also had to work across a complex global organisation, giving more than 5,000 employees a shared story that could connect corporate narrative to customer need, product value, demand generation and sales conversations.
The solution
Silver combined global brand research, customer insight and AI-powered Cylvy® market intelligence to identify the conversations shaping buyer discovery and the areas where Finastra could build greater authority. From this, Innovating Finance Together was developed around three pillars: customer obsession; reliable, secure and trusted solutions; and co-innovation. Silver then translated the positioning into a practical go-to-market system spanning messaging, content, campaign activation and sales enablement, giving teams one strategic thread that could flex across markets, audiences and solutions.
The creative
Innovating Finance Together came to life through a bold, distinctive creative platform designed to make Finastra stand out in a category often dominated by predictable technology communications. Impactful imagery, confident messaging and a flexible visual system gave the positioning a recognisable and ownable presence. The positioning was embedded internally before being launched externally, supported by leadership communications, playbooks, brand assets and enablement materials. It was then activated across finastra.com, executive communications, social, paid media, demand generation, recruitment, video, events and sales activity, creating a consistent creative thread across the full customer journey.
The impact
Innovating Finance Together helped support Finastra’s strongest year of marketing-sourced pipeline to date, demonstrating the commercial value of connecting brand positioning directly to demand. At Sibos, the integrated campaign contributed to a 50% year-on-year increase in meetings booked, while the platform has been adopted across marketing, sales and leadership globally. It also strengthened Finastra’s visibility across strategic priorities, with 35% of priority keywords ranking on page one and strong search authority in areas including Lending.
