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Genus Capital Management Social Strategy


We love working with clients whose do-goodery is palpable, and this is one the world needs to hear more about: Genus Capital Management, a Certified B Corp based in Vancouver, which has been offering custom investment portfolios for more than 30 years. 

Genus’ innovative fossil-free and impact investing solutions have enabled both individual and institutional investors to play a key role in helping support environmental and climate change solutions around the world. 

And with a brand new offering about to launch, Genus needed a fresh approach to its social media marketing strategy.


The Challenge

Despite its pioneering work in the fossil-free and impact investing space, Genus had long promoted that arm of its business separately, keeping its main social channels targeted at a high-end demographic with more traditional wealth management solutions. 

But with the launch of a new auto-onboarding tool, Genus was ready to target a younger audience, and knew that putting its sustainable investment initiatives front and centre would be of paramount importance to aligning with the values of this younger generation. 

They came to us for a social media strategy that would help them communicate effectively with — and create a lead funnel for — a younger, social media savvy target audience that cares deeply about the future of the planet. And it all needed to happen in a compressed timeline of six weeks. We dove in and got to work straight away!

The Work

Through a series of rapid-succession consultations, stakeholder workshops and research methods, we tapped into Genus’ competitive landscape, current and new products, existing customer profiles and business goals. 

We also conducted a full analysis of Genus’ online channels, analytics and competitive landscape to inform a comprehensive social strategy.

The Outcome

What resulted was two new personas and accompanying user paths and channel plans as part of a full social strategy designed to use content strategically to build a new audience, drive traffic and, ultimately, conversions. We also provided guidance and recommendations on operationalizing the plan.

Alongside the strategy we also created a condensed social media handbook – a practical playbook that Genus can implement with internal content creators and external marketing partners. A sample content package showcasing the plan in action rounded out our deliverables. 

Why We Love ‘Em

This is environmental action in…well…action. Genus has not only proved that you can create true societal change by investing in companies that practice good environmental, social and governance issues, but also that you can improve your own financial future by doing so. That’s a win win for everyone.  

Check out more of our work here—and please feel free to reach out to discuss ways we might customize a virtual workshop for your team, or support you in crafting a content or recruitment campaign.



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