Facet Wealth, an investment management and financial planning company, has selected Diffusion as its consumer and corporate AOR.
The agency will help Facet Wealth create data-driven content and handle thought leadership with a strong focus on media relations, according to Randi Charles, Facet Wealth's head of marketing.
"We hope to better understand the changing American sentiments toward personal finance topics, whether that's changing levels of anxiety and uncertainty or shifting of priorities," she said. "Diffusion will help us create a common narrative we believe will position Facet top-of-mind in the personal finance world."
The team of five full-time staffers on the account at Diffusion is led by senior campaign director Allie Tedone, reporting directly to Kate Ryan, U.S. MD.
Facet Wealth began the search for a new agency in March and signed a one-year agreement with Diffusion in July with the goal of partnering long-term. Charles said Facet Wealth is planning to consistently increase spending on both direct advertising and consumer relations.
Growth over the last few years sparked the search for a new agency, explained Charles.
"We have a fair amount of experience in building our credibility and thought leadership within the financial services industry," she said. "But there's a whole new challenge at hand when you think about taking that story to consumers' space."
Facet Wealth did not issue a formal RFP, but did invite incumbent Gregory FCA to pitch. A Gregory FCA representative could not be reached for comment.
The "wow" moment for Diffusion, as Charles described it, came after a phone call where she discussed Facet Wealth's business goals with the agency.
"When we had the next conversation, they spoke about our business as if they had worked with us for years," Charles said. "When you have that kind of chemistry and initial alignment, you know it's the right team to bring your story to market."
Since its founding in 2016, Facet Wealth has raised $33 million in series A funding from Warburg Pincus, Slow Ventures and more.