Equity Storytelling
In a shrinking market, narrative quality is what separates the companies that attract capital from those that don't. We work with boards to define, sharpen, and standardise the investment case across every channel.
The London market has lost over 30% of its listed companies since 2015. More than 150 companies have left the LSE since early 2024 alone, and IPO activity has collapsed — from 126 listings in 2021 to fewer than 20. The companies that remain are competing harder for a finite pool of investor attention, and the ones that win that competition are not necessarily the largest or the most profitable. They are the ones with the clearest story.
Mid-caps occupy the most difficult position in the market — they cannot out-resource large caps with dedicated IR departments, and they cannot out-hustle small caps with founder-led narratives. What they can control is how clearly they articulate their investment case.
Stories that emerge by accident
Too many companies let their equity story emerge by accident — assembled from annual reports, broker notes, and management presentations that were never designed to work together. The result is inconsistency: analysts hear one version, retail investors read another, and the company's own website tells a third.
The market is now actively correcting for this. Narrative and storytelling is seeing one of the largest planned time increases of any IR activity, as teams recognise that a well-constructed equity story is not a luxury — it is the primary lever they have. In a market with fewer companies but no fewer demands on investor time, the quality of the narrative determines whether a company gets the meeting, keeps the shareholder, or gets overlooked entirely.
What we deliver
How it connects
The equity story is the starting point for everything else we do. It informs the investor platform architecture, shapes event messaging, provides the foundation for media visibility, and determines how the company presents itself to retail investors. Without a coherent equity story, every other communication is working harder than it needs to.
At IPO and beyond
The equity story is never more important than at the point of listing. The prospectus or admission document sets the initial narrative, but it is the ongoing articulation of that story — through the investor platform, results presentations, and management communications — that determines whether the market's understanding of the company keeps pace with the business itself.
We work with companies preparing for IPO on both AIM and the Main Market, shaping the investment narrative from the earliest stages and ensuring it carries through every channel from day one.
Read our IPO preparation guide →
