What is Sales and Marketing Strategy of Broadridge Financial Company?

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What is Broadridge's Sales and Marketing Strategy?

Broadridge Financial Solutions leverages a sophisticated sales and marketing strategy to maintain its leadership in the financial services technology sector. Its approach emphasizes digital transformation and innovation, particularly in investor communications and wealth management modernization.

The company's success is built on a foundation of evolving its go-to-market approach from basic securities processing to becoming a comprehensive technology partner for financial institutions globally.

Broadridge Financial Solutions' sales and marketing strategy is deeply intertwined with its product development and client engagement. The company focuses on demonstrating value through enhanced investor experiences and operational efficiencies, as seen with its 'Wealth InFocus' solution. This strategy has solidified its position as a leader in communications experience platforms, a testament to its market understanding and client-centric approach. The firm's strategic objectives for fiscal years 2024-2026, targeting 7-9% recurring revenue growth, highlight its commitment to sustained market expansion and client acquisition through targeted sales and marketing efforts.

Broadridge primarily utilizes a direct sales force to connect with its extensive client base, which includes banks, broker-dealers, asset and wealth managers, and corporate issuers. This direct engagement model is crucial for delivering specialized solutions for intricate financial operations such as shareholder communications and securities processing. The company's sales channels are evolving in tandem with its strategic focus on digital transformation and integrated customer experiences.

Direct Sales Engagement

Broadridge's direct sales team is instrumental in providing tailored solutions for complex financial processes. This approach allows for deep engagement with clients across various segments of the financial services industry.

Digital Hub and Online Presence

While not relying on e-commerce or retail, Broadridge's website functions as a vital digital platform. It showcases its comprehensive suite of solutions and serves as a key touchpoint for engaging with potential clients.

Growth Drivers: Net New Business and Internal Growth

The company's recurring revenue growth is fueled by both acquiring new clients and expanding relationships with existing ones. This dual focus is central to its sustained earnings expansion.

Strategic Partnerships and Acquisitions

Key alliances and acquisitions are significant contributors to Broadridge's market presence and growth. These inorganic strategies enhance its service offerings and market reach.

Broadridge's sales and marketing strategy is deeply integrated with its platform-based business model, emphasizing recurring revenue. This model has been a consistent driver of earnings growth. For instance, in fiscal year 2024, recurring revenue in Capital Markets saw an increase of 8% on a constant currency basis, partly due to the onboarding of new global post-trade clients. Similarly, the Wealth and Investment Management segment experienced a 7% constant currency increase in recurring revenue during the same period, bolstered by new sales and the successful implementation of a foundational client on its wealth platform. This demonstrates a clear focus on Broadridge client acquisition and deepening existing client relationships as core components of its sales approach.

Inorganic Growth and Market Expansion

Broadridge actively pursues strategic acquisitions to bolster its capabilities and expand its market footprint. The company completed three tuck-in mergers and acquisitions in fiscal year 2024, underscoring its commitment to inorganic growth.

• Collaboration with firms like Fnality to enable real-time settlement for intraday repo transactions.
• Expansion of wealth capabilities into the Canadian market during fiscal year 2024.
• Strategic alliances enhance solution offerings and broaden market reach within the financial services ecosystem.
• Acquisitions contribute to market share growth and the development of innovative financial technology solutions.

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Broadridge employs a multifaceted approach to marketing, blending digital innovation with data-driven insights to engage financial services clients. Their strategy focuses on building awareness, generating leads, and fostering strong client relationships through valuable content and personalized experiences. This commitment to client success is a cornerstone of their Broadridge sales strategy.

Content Marketing Excellence

The company leverages content marketing through initiatives like 'NEXT by Broadridge,' offering intelligence and analysis. This provides clients with data-driven insights to navigate industry shifts, a key aspect of their Broadridge financial services marketing.

Data-Driven Personalization

Broadridge utilizes data segmentation and personalization to create automated, outcome-driven customer journeys. This approach aims to build relationships at scale by delivering customized content and strengthening client connections.

Digital Engagement Platforms

A centralized engagement platform with a custom content engine and CRM integrations allows for tracking and analysis of recipient behavior. This enhances client acquisition and retention efforts.

Addressing Industry Challenges

Their solutions tackle common industry pain points, such as legacy technology hindering customer experience. In 2025, 50% of asset managers cited legacy technology as an inhibitor, a challenge Broadridge's modern solutions address.

Social Media and Industry Presence

Active engagement on platforms like LinkedIn and participation in industry discussions are vital. This strategy helps reach financial professionals and reinforces their position in the market.

Embracing Generative AI

Broadridge is aligning with the industry's adoption of generative AI, with 72% of firms investing in it for 2025. This focus on AI-enabled solutions enhances their service offerings and operational efficiency.

Strategic Technology Integration

The company's marketing strategy is deeply intertwined with technological advancements, reflecting the broader industry trend. Broadridge's 2025 Digital Transformation & Next-Gen Technology Study reveals significant investments in key areas.

• 89% of asset managers are investing in advanced analytics and data visualization tools.
• 62% of firms acknowledge that siloed data and technology impede enterprise-wide customer experiences, an area where Broadridge offers integrated solutions.
• 86% of firms are integrating cloud into their processes, with 84% making substantial cloud investments in 2025.
• The study also found that 72% of firms are investing in generative AI in 2025, up from 40% in 2024, with 68% expecting productivity improvements.
• These figures highlight how Broadridge's go-to-market strategy for financial institutions leverages these technological shifts to provide competitive advantages.
• Understanding how Broadridge approaches sales in the financial sector involves recognizing their proactive stance on technology adoption and its integration into their marketing and sales enablement tools. This also provides context for the Competitors Landscape of Broadridge Financial.

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Broadridge Financial Solutions has carved out a distinct brand position as a global technology leader, emphasizing its trusted expertise and transformative capabilities within the financial services sector. The company's core mission is to empower clients to operate, innovate, and grow by focusing on powering investing, governance, and communications. This strategic positioning highlights their role in driving operational resilience, enhancing business performance, and revolutionizing investor experiences.

Technology Leadership and Expertise

Broadridge is recognized as a technology leader, leveraging deep industry knowledge to provide innovative solutions. Their expertise underpins critical financial operations, ensuring clients can navigate complex market dynamics effectively.

Core Value Proposition: Powering Investing, Governance, and Communications

The company's central message revolves around enabling clients' success in key areas of financial operations. This focus on operational resilience and business performance enhancement is a cornerstone of their brand promise.

Differentiation Through Comprehensive Solutions

Broadridge distinguishes itself through a broad suite of solutions that simplify and automate intricate financial processes. Their extensive global network and deep sector-specific knowledge are key competitive advantages.

Client-Centric Approach and Experience Enhancement

A significant aspect of Broadridge's brand is its dedication to client experience, aiming for seamless and personalized interactions. This commitment is crucial in an industry where customer experience directly impacts business retention.

Broadridge's brand positioning is further solidified by its consistent recognition and market standing. Being named a leader in the 2024 Customer Communications Management (CCM) to Customer Experience Management (CXM) Aspire Leaderboard for the third consecutive year underscores their strength in customer experience services. Furthermore, their #3 ranking in the 2024 IDC FinTech Rankings Top 100 highlights their significant market leadership and consistent performance in the financial technology space. This consistent messaging and commitment to innovation across all touchpoints reinforce their value proposition to financial institutions.

Reliability and Partnership

Broadridge builds its brand on reliability and a strong partnership ethos. They serve as a critical infrastructure provider, facilitating the daily trading of over $10 trillion in securities globally.

Addressing Client Needs

The company appeals to its target audience of banks, broker-dealers, and asset managers by offering solutions that reduce risk and enhance efficiency. Their offerings help clients adapt to evolving regulatory landscapes.

Customer Experience Focus

Recognizing that 25% of consumers cease business due to poor personalization, Broadridge prioritizes seamless client journeys. This focus is a key differentiator in their marketing efforts.

Market Recognition

Consistent industry accolades, such as leadership in CCM to CXM and a high ranking in the IDC FinTech Top 100, validate Broadridge's brand perception and market influence.

Target Audience Appeal

Broadridge's marketing strategy targets financial institutions by highlighting how their solutions address critical pain points like regulatory compliance and operational efficiency.

Consistent Brand Messaging

The company maintains a cohesive brand identity across all communication channels, ensuring that its message of innovation, reliability, and partnership resonates consistently with its audience.

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Broadridge's sales and marketing strategy is deeply intertwined with its overarching business objectives, focusing on digital transformation, AI, and client experience enhancement. Their campaigns are designed to showcase innovation and address critical industry challenges, driving significant sales growth and recurring revenue.

Democratizing and Digitizing Governance

This core strategic initiative simplifies and innovates trading, modernizing wealth management. It reflects a consistent theme in their investor communications and product development, underscoring a commitment to evolving financial services.

2025 Digital Transformation & Next-Gen Technology Study

This study acts as both research and a marketing campaign, highlighting AI's surge with 72% of firms investing moderately to heavily in generative AI for 2025. It positions the company as a thought leader in fintech solutions.

Distributed Ledger Repo (DLR) Platform

The emphasis on the DLR platform aims to boost efficiency, liquidity, and risk reduction in financial markets. A successful April 2025 collaboration demonstrated interoperability, expanding their European client base.

Sales and Revenue Growth

These strategic initiatives are directly linked to financial performance, with fiscal year 2024 seeing record closed sales of $342 million, a 39% increase. Recurring revenue grew 6% constant currency in fiscal 2024, and 9% in Q2 fiscal 2025.

The Broadridge sales strategy is characterized by a focus on delivering value through technological innovation and deep industry expertise. Their marketing strategy complements this by highlighting their role as a partner in digital transformation for financial institutions. Understanding Marketing Strategy of Broadridge Financial provides insight into their approach to client acquisition and customer retention within the financial services sector.

AI and Generative AI Focus

The company actively promotes its capabilities in AI, evidenced by its 2025 Digital Transformation study. This highlights the significant investments financial services firms are making in AI technologies.

Cybersecurity Investment Alignment

With 89% of financial services professionals planning increased cybersecurity investment, Broadridge's marketing emphasizes its solutions in this critical area, aligning with market demand.

Thought Leadership in Fintech

Through studies and industry engagement, Broadridge positions itself as a thought leader. This strategy aims to attract clients by demonstrating expertise in addressing complex financial technology challenges.

Blockchain and DLR Innovation

The DLR platform initiative showcases a commitment to cutting-edge solutions like distributed ledger technology. This campaign targets market efficiency and risk reduction, particularly in repo transactions.

Client Experience Enhancement

A core element of their strategy involves improving client experiences through modernized wealth management and simplified trading processes. This focus drives demand for their integrated solutions.

Financial Performance Indicators

The success of these campaigns is reflected in tangible financial results, including a 39% increase in closed sales in FY24 and consistent recurring revenue growth, demonstrating effective Broadridge sales and marketing tactics.

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