Eighteen months after SourceMedia named Gemma Postlethwaite its new CEO, the financial information company today unveils a new name: Arizent.
The new brand is intended to convey the company mission of helping to raise up and advance the financial industry as well as professional services such as accounting and HR.
“We’ve been bringing employees and customers along on our journey for the past 18 months,” Postlethwaite tells Connectiv. “We asked, what do we look like on our best day? How do we unlock our value? There is no sense in changing the name just for the sake of it. The essence of our value proposition is how we unlock actionable insights and analysis for our communities, business growth for our customers and personal growth for our employees.”
Like many of its peers in B2B media and information, the former Source has long contended it’s no longer just a media company and the new name helps emphasize its focus on delivering interlocking content, research, networking and more to its audiences, while selling integrated programs across the collective DNA of its more than 40 brands that span live events, peer-to-peer-networks, subscription services and media.
“The term ‘media’ is no longer adequate to describe the breadth of our value proposition,” says chief strategy officer Jeff Mancini. “Our communities are no longer content to be just passive consumers of content. They are looking for a broad range of insights and analysis that spans research, live events and peer interaction. The same is true for our marketing clients. In order to sell integrated programs, you need to talk about what you do differently. The value we bring today is not just through an IAB standard banner or a 10×10 exhibit at an event.”
As part of the rebranding strategy, the team broke down the three pillars that defined the company, including,
Transformative Ideas. “SourceMedia’s editorial brands have always stood out – and won awards for – their independent authoritative journalism. By investing more in original research and analysis, we can go really deep into coverage of ideas that are disruptive and transformative, such as AI and technology, that are moving the financial services sector forward,” says Mancini.
Community. “We then rally leaders around those ideas,” says Mancini. “We have over 20 live events plus new peer-to-peer networks.”
Redefining Industry Standards. A roll-up of Arizent’s benchmark products, such The Most Powerful Women in Banking, Best Banks to Work For, Best Fintechs to Work For and Rising Stars. “All these programs are research-backed and represent what we believe is redefining the industry standard,” says Mancini.
Arizent to Launch New Leader Membership Network in March
One of the most significant new initiatives for Arizent will be the launch in March of a new leadership network that will build off the framework of the company’s 17-year-old Most Powerful Women in Banking Awards as well as other gender inclusion programs.
But rather than just offer networking opportunities for a single demographic, the new program will include leaders throughout the financial services industry and offer members access to exclusive content and research, as the group collectively advances a common goal, like greater gender diversity.
The network features a corporate membership structure that enables members to participate in year-round programming, which will culminate in the latter part of the year with the Most Powerful Women in Banking Awards as well as the launch of a new summit (the name will be announced later in the year).
“We will be working on tangible things, such as getting more women on boards, helping to solve the pipeline problem of getting new talent into financial services and the summit will be the moment when we bring the most senior members together to report on how we are doing,” says Postlethwaite.
Marketers will also be able to participate in the network, not to be in sell mode but to be “champions of change” by offering resources such as data and training to the group, according to Postlethwaite. “For example, an executive search firm can sponsor one of the board events but their duties will not just be to thank everyone for coming but to make sure that every woman leaves that meeting with her resume done,” she adds. “Those are the very practical, tangible deliverables that we are looking for.”
While Postlethwaite won’t reveal pricing for the new network, she says the program represents a completely new business for Arizent at a totally different price point than traditional B2B subscriptions or media. “This starts to deliver on the promise of a community,” says Postlethwaite. “If you actually look at what it takes to build a community, not everyone is doing that. This is what we stand for and why we matter.”
More Growth, Less Niche
Overall, Arizent is seeing significant growth in its subscriptions and events businesses. “We’re fortunate that we have sizeable subscription asset, we have a sizeable events business and we have a great media business,” says Postlethwaite. “Over the course of the last 18 months, the team has been elevating the conversation with our media clients and turning them into true solutions clients.”
Postlethwaite says Arizent will see significant revenue growth in 2020 and that growth will stem from a focus on a community-first approach. Where page views once ruled Arizent now expects to grow subscriptions, events and new community plays like the networks. From there, marketing services becomes more effective due to a quality over quantity engagement strategy.
“You can now show up in a newly defined community that’s much broader and less niche,” adds Postlethwaite. “If you’re in banking, you shouldn’t just be in American Banker, you should be in all our brands. That’s where the growth is on the media side.”
