Finastra
Innovating Finance Together: Leading the narrative in modern financial services
In B2B markets, perception shapes momentum. The brands that lead are the ones that define the narrative others follow.
For Finastra, that meant rethinking how it showed up to customers. As financial institutions faced rising complexity, the existing brand story no longer reflected what they needed.
The opportunity was clear. Step beyond familiar industry language and establish a narrative grounded in partnership and real progress.
The objective
Our goal was to reposition Finastra around a narrative that reflects how financial institutions choose partners today. The aim was to bring the brand closer to client expectations and create a story that teams could use with confidence. Something consistent, credible and strong enough to support conversations across markets.
The solution
Silver partnered with Finastra to develop Innovating Finance Together, a strategic platform shaped by global research and direct customer insight.
The repositioning was built to influence how the business communicates and operates day to day. It introduced a clear narrative that brings together technology and expertise in a way that feels practical and grounded. Teams now have a shared direction, with a stronger basis for engaging customers across channels.
The creative
The creative approach focused on making the narrative feel real and usable.
Language was shaped around how financial institutions think and make decisions. Messaging reflects the pressures they face, from regulation through to customer expectations, and keeps the focus on outcomes rather than abstract ideas.
A flexible framework gave teams room to apply the narrative in their own context while keeping a consistent thread running through everything. This helped the story travel across regions and business units without losing its meaning.
The rollout spanned digital experience, video and live events. And at Sibos 2025, content centred on real conversations with experts, partners and clients, bringing a more human quality to the narrative.
The results
The repositioning is shaping how Finastra is perceived across the market and within the organisation.
Increased influence
Finastra’s digital sphere of influence expanded significantly following the repositioning. Search visibility improved, with 35% of strategic keywords now ranking on the first page. In Lending, the brand is now dominating the category, with around 90% keyword coverage and standout visibility across the market.
Engaged interest
At Sibos 2025, the campaign generated over 1.6 million in potential advocacy reach and more than 160,000 social impressions. Engagement remained strong, with an average rate of 8.37%, while meeting bookings increased by 50% compared to the previous year.
“The Innovating Finance Together campaign reflects our commitment to genuine partnership and shared innovation. By aligning global teams and centring on client needs, we’ve developed a positioning which is underpinned by research and delivered seamlessly in an incredibly condensed timeframe. We would not have achieved this without the buy-in, commitment and enthusiasm of colleagues throughout the organisation.”