Under the ownership of CPC Group at the time, Fortwell, which has now completed over £1.5 billion of lending since 2014, wanted to improve its targeting of the UK developer, investor and broker market to drive new development finance opportunities in the £10 – £100mn bracket.
Appointed in 2017, Innesco was briefed with supporting Fortwell Capital to rebrand and reposition from bridge lender to large scale institutional financier over an initial 12-month period.
Our ongoing work with Fortwell has involved supporting the business through various transitional periods, including the acquisition of Fortwell by its senior management in April 2018 and, subsequently, the majority share acquisition by its current partner Cain International in August that year.
We have continually adapted our messaging and approach in line with the business’s evolution, becoming more targeted and PR-led, including thought leadership, high-profile speaking opportunities, industry awards, webinars and partnerships with key industry bodies, such as CREFCE. Innesco has also been the driving force behind the growth of Fortwell’s social media as a key channel for attracting new funding enquiries.
Regular data insights demonstrate that our communications initiatives consistently align with spikes in online activity, and that our shift to social media and PR integration has been highly effective. Fortwell’s website users acquired via social channels YOY increased an incredible 2,800% in 2020, whilst numerous new enquires from borrowers and intermediaries have been generated directly via social channels in the last year.
Fortwell’s current market reputation can be exemplified by our achievement of five key industry award short listings in 2020, and our win of the Alternatives Innovator category at last year’s EG Awards, where the judges were impressed by our effective positioning of Fortwell as a key player within Care Home development finance and wider mid-market debt.