November 21, 2025

The Australian financial services and the wealth advisory sector is ripe with innovative companies launching new products, strategies and ideas.

The nature of this sector also gives impetus to start ups and companies seeking to make a new mark in the market. Zip, Afterpay and Tyro are all Australian success stories. Notably, 2025 has seen the creation of 12 Financial Services startups in Australia.

Given the competitiveness of the sector, success hinges on how much visibility and trust a new brand can generate. Public Relations (PR) can effectively promote a great idea by positioning a new brand across multiple channels to not only build awareness but also be seen as a trusted firm.

Here are our 5 top tips to use PR to make your new business a success:

1. The human aspect: PR is about articulating the brand and connecting with people to showcase the story of your brand, highlighting the human story. We like to get the people behind the brand get ready to be the face of the new offer and get in front by using various PR strategies. PR helps build authentic connections by positioning your expertise directly in front of your key audience.

2. PR in your marketing funnel: PR gets brands noticed, whether it's via social media, digital or print. It can boost sales directly or indirectly. For example, a great article about the new product or service can go a long way and helps with SEO and reputation management. PR is no longer just media relations but covers everything from executive social media management to reputation and crisis protection.

3. Build credibility: PR gets your story in front of the right audience, builds trust and opens doors that paid ad campaigns cannot. For a new business, it’s all about visibility. Great PR makes your brand known, respected and top of mind when investors are ready to join you. A well-run PR campaign positions and promotes you as a skilled, experienced expert who can talk about relevant issues, without being “salesy”.

4. Stakeholder management: PR gets you close to your key stakeholders by demonstrating your commitment to them through your actions. We can deliver PR strategies that creates value for your community, employees and customers while also sustaining a profitable business.

5. Content that sings: Content is an integral part of B2B marketing and PR delivers results. PR’s role is to write great content for trusted platforms which in turn influences your external and internal universe of employees, investors and partners. As an example, we can measure impact by tracking direct website traffic spikes that correlate with positive coverage. In order to stand out from your competitors, your solution should be viewed as a solution to current challenges faced by your clients.

In the end, PR fosters trust and communicates your mission and values clearly and consistently, which is critical at the brand-building stage. It lays the foundation for how a business is perceived, shaping all future storytelling and positioning. When executed well, PR becomes the facilitator of every communications touchpoint that follows, ensuring your brand is not only visible but relevant and ready for serious growth.

A recent example is the launch of a new private wealth firm, where Capital Outcomes led an end-to-end campaign for one of Australia’s well-known advisory team. The project involved

building the brand from the ground up, including naming, visual identity, messaging, website development, collateral, PR and social channels, while positioning the firm as a leader in a highly competitive market. The strategy also needed to support the seamless transition of clients. Research showed strong personal recognition for the founder but low awareness of the new brand, which guided an approach centred on independence, client-first values and clear communication of complex financial strategies.

The multi-channel PR and communications program integrated national media outreach, brand development, direct client communication, digital activation, social media and thought leadership. The launch campaign achieved significant results, including a two-week launch turnaround, 10 targeted media placements reaching more than 21 million readers, a 205% increase in website traffic and the successful retention of all existing clients. It also drove recruitment momentum, securing senior talent.

Capital Outcomes was recognised for positioning the firm as a market leader while ensuring a smooth and confident client transition.