Why Wealth Firms Are Shifting to Full-Funnel Media Strategy

Australian wealth management firm LongView has appointed independent media agency RCJ as its media agency partner following a competitive pitch process, with the mandate covering brand strategy, creative, and performance media for its equity release platform, HomeFlex.

Full-Funnel Brief Spans Brand and Performance Media

RCJ will lead brand and creative strategy alongside performance media execution for HomeFlex. The appointment represents an integrated brief rather than a traditional direct-response-only engagement.

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Evan Thornley, Co-Founder and Executive Chairman of LongView, said RCJ won the pitch on the strength of its strategic clarity. "RCJ demonstrated a clear grasp of the HomeFlex offering and has impressed us with their short and long-term growth strategy. We are looking forward to working with RCJ to enhance LongView's media presence."

Carlos Correa, CEO of RCJ, said the agency's pitch centered on measurable growth. "Our pitch demonstrated our full funnel marketing capability and how our expertise can unlock sustainable growth for HomeFlex. It is a compelling proposition in the market, and we are excited to be working with the LongView team."

RCJ's digital arm, LeapFrogger, has already assumed management of LongView's performance accounts. Managing Partner Dim Nedanovski reported early results: "Since taking over the management of LongView's performance accounts, RCJ have seen significant drops in cost per lead as well as improvements in lead quality and volume. This early success gives us, and LongView, the confidence to scale activity in additional performance channels to better support LongView's growth."

APAC Wealth Growth Pressures Firms to Build Recognizable Brands

The appointment reflects broader competitive pressure across Australia and the wider Asia-Pacific region. The APAC affluent and mass-affluent segment (households with US$100,000 to US$1 million in investable assets) is projected to reach US$4.7 trillion by 2026, up from US$2.7 trillion in 2021. The region is also expected to generate approximately 30% of new global financial wealth by 2028.

That scale of growth is pushing wealth managers across the region to move beyond sponsorships and events toward media strategies that can generate measurable client acquisition at scale. McKinsey identifies personalization of products and content, advanced client-facing tools, and end-to-end automation as the top digital priorities cited by APAC industry leaders.

WealthTech firms are adding competitive pressure. Across the region, digital-first platforms are capturing mass-affluent segments through low-friction onboarding and transparent pricing, pushing incumbent wealth managers to invest in both brand credibility and performance media to compete for the same clients.

Accenture's 2025 Front Office Reimagined report identifies integrated growth models that activate brand strategy, client segmentation, digital channels, and human advisory simultaneously as the leading approach among APAC wealth managers.

HomeFlex Requires Distinct Strategy Targeting Older Homeowners

Australia's wealth management marketing challenge differs from other APAC markets. Singapore and Hong Kong are focused on cross-border and family office propositions. India and China are embedding marketing inside digital ecosystems and super-apps. Southeast Asia's emerging markets are targeting mobile-first investors under 40.

HomeFlex, as an equity release product, targets older Australian homeowners. That demographic requires a distinct media channel mix and brand strategy built around trust and credibility, rather than the app-centric acquisition journeys used in younger-skewing markets.

Both parties plan to expand into additional performance channels, building on the early results already reported by LeapFrogger.