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Case Study · Finance · Lead Generation

Petiole Asset Management: 300–400% more leads per month.

A boutique asset manager brought R17 in as their performance partner with one target: acquire investors for a newly launched direct-to-investor private equity platform.

300–400%

Increase in monthly leads

27%

Decrease in cost per lead

20+

Ad assets produced per month

The situation

Petiole Asset Management AG is a boutique asset manager with a global footprint and a 19-year track record of sourcing high-value private market opportunities alongside top-tier asset managers. They had just launched one of the most advanced direct-to-investor digital platforms for private equity — portfolio builder, online KYC, the works. What they needed was investors on it. Petiole brought R17 in as their performance partner with one target: investor and platform sign-up acquisition.

The call

Don't sell the fund. Teach the asset class first.

Private equity isn't an impulse purchase, and high-net-worth individuals don't convert off a product ad. So we split the strategy in two: first educate potential investors on what private markets can do for a portfolio, then position Petiole as the way in. Selling before educating would have burned budget on an audience that wasn't ready — so we didn't.

The work

Four moves that compounded into the numbers.

01

Hook and message testing

30+ hook variants tested in the first phase to find what earned attention from investors, judged on traffic and click-through — then weekly testing of new hooks and messages from there. Over 20 ad assets produced per month by our in-house studio to feed it.

02

Nurture-stage media strategy

A dynamic reach/frequency strategy matched to where each lead sat in the nurture journey — education first, product second, frequency tuned to stage rather than blasted flat.

03

CRM-to-platform data loop

A direct data exchange between Petiole's CRM and the ad platforms, so lead quality signals fed targeting. Advanced tracking merged ad platform insights with first-party data.

04

Forecast-led optimization

Outcomes simulated before spend, daily performance analyzed against forecast, budget moved to what beat the model. This is what took cost per lead down 27% while volume multiplied.

The results

Numbers we put on a scoreboard.

  • Monthly leads up 300–400%
  • Cost per lead down 27%
  • 20+ ad assets produced per month
  • Audience: high-net-worth individuals, acquired for a private equity platform
R17's understanding of the complexities of private markets really sets them apart from other agencies, not to mention the results that they achieve.
Mathias Peter Niederhauser
Head of Growth · Petiole Asset Management AG

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