Transformed finance giant’s competitor tracking

How Signal helped Old Mutual Wealth:

Old Mutual Wealth’s communications team is now able to monitor competitors’ activities in greater detail; data insights helped team share information with executive committee more effectively

Tim Skelton-Smith,
Deputy Communications Director

About Old Mutual Wealth

Old Mutual Wealth is a leading UK and cross-border wealth manager. It provides asset management, financial advice and wealth management services, overseeing more than £100bn in customer investments. Old Mutual Wealth is part of Old Mutual Group. A member of the FTSE 100, Old Mutual Group is a global provider of investment, savings, insurance and banking services.

Tim Skelton-Smith is Deputy Communications Director at Old Mutual Wealth (OMW). He has been with the firm for over three years, and is responsible for planning and executing OMW’s communications, liaising with internal and external stakeholders to support the overall business strategy.

The problem

Old Mutual Wealth had previously only monitored media coverage of its different companies and divisions at a basic level, resulting in internal stakeholders comparing them against each other. They needed a solution which would let them monitor key competitors against their own performance.

“Previously we were comparing internal business units. Now, we’re scanning the whole marketplace”

The solution

Tim was attracted to Signal’s unlimited monitoring, which would allow them to track as many competitors as they wanted for a fixed fee. Signal also provides Old Mutual Wealth with bespoke reports and visualisations, which allows the team to present key insights to senior management quickly and effectively.

“Media coverage analysis differentiates Signal from the rest. The insights are presented in a way our senior stakeholders can relate to.”

Old Mutual Wealth have benefited from Signal’s real-time news delivery, which alerted the team to a key radio interview within minutes of it taking place. Tim also appreciates Signal’s customer service, with quick response times helping OMW deal with urgent situations.

The results

“You don’t feel like you’re just another client”

Old Mutual Wealth has benefited from being able to scan all parts of their landscape – from competitor activity to the impact of corporate sponsorships – in far more depth. The communications team is able to share more information with OMW’s executive committee, helping them quantify the results of their work.

Going forward, Tim and the communications department will begin sharing the Signal platform with other Old Mutual Wealth teams.

“We would certainly recommend Signal”


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