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Helping Portafina cut through the noise in the pension and personal finance sector

Portafina · Case Study



Pension advice specialist Portafina helps thousands of people across the UK make the right decisions about their money, specialising in how to make the most of modern pensions. Although the brand is well known within the industry, the pension and personal finance landscape is competitive and we were brought on board to help raise the profile of the brand and its services, positioning Portafina as an authority within the industry.

Whilst campaign activity was a big chunk of our activity, brand mentions and profiling of Portafina’s Managing Director, Jamie Smith-Thompson, was also a key focus for us in order to build up the overall authority of the brand.

Coverage volume, brand mentions and key message penetration drove the overall strategy which mainly focused on B2C activity, but also supported internal B2B efforts where needed.


  • Raise the profile of the brand and services via awareness-driving PR campaigns
  • Maintain a presence across core titles, whilst increasing exposure in consumer-facing media outlets
  • Engage with current and potential new customers using new outlets and methods
  • Maintain brand messages within secured coverage

Jaywing PR is a team free of pretence. They are easy to get along with, and there is an analytical, logical foundation to everything they propose and deliver. Of course, all the givens are there, such as the vast network of connections, fleetness of foot and communication skills. What puts them above other agencies I have worked with is their warmth, veracity and willingness to challenge ideas and direction. It’s not always easy to diplomatically debate a point with clients. Yet it’s essential for an effective relationship and killer PR outcomes. It’s these qualities that really make Jaywing PR shine.

Steph Coole - Creative Marketing Manager Portafina


Since starting work with Portafina we have carried out a wide range of activity with a focus on bringing the pensions conversation to life in the B2C press. This meant developing a strategy that considered an intelligent approach to media relations, idea generation, campaign development, daily press office activity and promotion of campaigns to the press. 

This strategy has seen us utilising data-led campaigns, tip-based content, video led campaigns and profile building for key stakeholders within the business, to increase the brand’s share of voice massively.

Some of our most successful campaigns include:

Check Your Contract:

We reviewed how many Brits are aware of their pension plan at their current employers and how many consider their pension plan an important factor when starting a new job. This was supported by a blog post hosted on the Portafina website.

Publication highlights include iNews, Business Mole, HR Review, The Independent, Yahoo! Finance, Recruiting Times, London Loves Business and The Times

Pensions for Dummies

We surveyed the nation to reveal how many Brits understand their pensions, when they can access them and how much they will need for retirement.

Publication highlights include: HR News, The Independent, Daily Express, Yahoo! Finance, Professional Advisor and Money Facts

Exec summary:

Over the last 12 months, in particular, we have secured over 200 pieces of brand coverage, including 48 pieces of national coverage. Through a mixture of campaign activity and proactive comment opportunities with the press, we secured 157 mentions of Portafina’s Managing Director, Jamie Smith-Thompson, helping to achieve our objective of raising the profile of both the brand and experts within the organisation.

Publication highlights include Daily Star, Pensions Age, Moneywise, Professional Advisor, Daily Express, Sheerluxe, iNews, Yahoo Finance, The Independent, Pensions Expert, Choice Magazine, Moneysupermarket, The Sun, Your Money, The Times, The Telegraph, Money Marketing, Daily Mirror, Readers Digest, Metro, Daily Mail, This is Money and Daily Record.  



Pieces of coverage


Followed links


Pieces of national coverage

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