Financial Services Marketing Strategy | How Great Waters Financial Repositioned for a New Retirement Era
In a category crowded with “me-too” messaging, legacy models, and product-first sales strategies, Great Waters Financial knew the industry—and their brand—needed a reset.
When their Digital Operations Manager contacted Agency Squid, the ask was clear: build a future-forward brand strategy, develop a digital-first website experience. Create a marketing campaign that repositions the company not just for growth—but for category leadership in modern retirement planning.
What they didn’t expect? That the outcome would challenge the status quo of the financial services industry itself.
Breaking from the Pack: A Brand Built Around People, Not Portfolios
Most financial services marketing relies on outdated tropes—smiling retirees on boats, vague promises of trust, and products disguised as solutions. But Great Waters wasn’t built to sell products. They were built to serve people.
Coming out of a pandemic-induced marketing pause and a major leadership reshuffle, Great Waters faced a pivotal moment. The firm had a bold vision to center the individual—not the institution—and needed a creative agency that could match that ambition.
Agency Squid’s role was to create a new brand narrative that disrupted traditional retirement services, educating consumers on how the system works against their goals—and how Great Waters could work for them.
The Squid Approach: Strategic Brand Transformation
Discovery & Positioning
We began with a full brand audit—evaluating the existing website, marketing collateral, and messaging through the lens of today’s retirement consumer. We also conducted local and national competitive analysis, in-depth stakeholder interviews with leadership and staff, and captured voice-of-customer insights directly from clients.
What we found: the brand had a uniquely human-centric model, but it wasn’t being told effectively.
Strategic Foundation
From our insights came a redefined brand platform, messaging pillars, and a distinct value proposition that reframed retirement planning as a journey of empowerment—not just investment. Core messaging focused on education, transparency, and long-term partnership over sales.
Website Redesign & Digital Infrastructure
The new website was designed to reflect this evolved positioning. From UX to copy to performance optimization, we created a platform built for the modern retirement planner—mobile-first, SEO-friendly, and conversion-driven.
Marketing & Bridge Campaign
To reconnect with the market after two years of silence, we launched a three-month brand awareness campaign that reintroduced Great Waters to its audience—driving traffic, interest, and qualified leads back to the new digital experience.
Real Results: Brand Growth That Shows Up in the Metrics
In just 90 days, the repositioning and digital relaunch delivered:
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5.9 million+ impressions
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12,486 site sessions
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128 “Contact Us” conversions
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1.08 pages per session (with deep scroll and engagement on high-value service pages)
More importantly, it positioned Great Waters as a next-gen player in a sector that desperately needs one.
What This Means for Financial Services Marketing Leaders
If you’re a brand manager or CMO in the financial services space, you already know the pressure: shifting regulations, fintech disruptors, decreasing consumer trust, and an urgent need for authentic differentiation. You don’t need another brochure agency. You need a partner who can:
Understand the psychology of high-stakes financial decisions
Translate brand purpose into measurable business outcomes
Reposition legacy brands for relevance
Create omnichannel campaigns that perform—digitally, in-branch, and across markets
That’s where Agency Squid comes in.
We’ve helped reposition retirement brands, elevate private wealth platforms, and redefine internal cultures for merged financial institutions. And we’re just getting started.
Ready to Reposition Your Financial Brand?
Whether you’re navigating a merger, repositioning for younger consumers, or modernizing your digital footprint—we can help.
Let’s build something that changes the conversation.
