From finfluencers to insiders: How Equentis is owning trust

From her first interaction with Equentis, research analyst Merlyn Sushmita was struck by the energy and clarity of the wealth advisory firm’s mission. Its values and vision resonated with her on a personal level, and she felt a genuine connection to what the company is doing.

So, when it launched its #IamEquentis campaign almost a week ago, celebrating employees across all levels as the driving force behind its success, she saw an opportunity not only to strengthen her professional brand but also to advocate for investor education—her true passion.

“We wanted to show people the faces behind the company, the actual people who are working hard to help our clients. It's not about building my personal brand, it's about showing the strength of the team and what we stand for,” added Het Patel, another featured employee in the campaign.

The campaign comes at a critical time for the financial services industry, following Securities and Exchanges Bureau of India (SEBI’s) new restrictions on using unregistered financial influencers (finfluencers) and celebrities as brand endorsers.

These regulations aim to protect investors from misleading or biased advice, forcing wealth management firms to rethink their marketing strategies. For Equentis, this was less of a setback and more of an opportunity to reinforce trust and credibility by positioning its own CXOs and employees as the face of the brand.

A new approach to building trust

Alok Arya, chief marketing officer at Equentis, told Campaign India that while SEBI’s crackdown was viewed as a challenge by many in the industry, it turned out to be an advantage.

“Instead of relying on external influencers, we realised the most authentic voices were within our own organisation. This led to the birth of the #IamEquentis campaign, where our CXOs and employees—those who live and breathe wealth creation—became the face of our brand. Their deep knowledge and firsthand experience are far more valuable to investors than any celebrity endorsement,” he explained.

The campaign uses dynamic video content to showcase Equentis’ human side, fostering deeper engagement and trust with investors. By leveraging webinars, educational content, and interactive discussions, the company is reinforcing the idea that wealth management is not about flashy promotions—it’s about knowledge, discipline, and trust.

Given SEBI’s stringent regulations, compliance plays a crucial role in shaping Equentis’ marketing strategy. The firm ensures that all marketing communications strictly adhere to regulatory guidelines. Every piece of content undergoes multiple levels of internal review and is submitted to BSE for approval, carrying an official advertising code from the approving authority.

“We also adhere to the advertising code of conduct for RIAs, ensuring that no message goes out that contradicts regulatory standards,” Arya added. “By maintaining these stringent compliance measures, we not only safeguard our credibility but also continue to build a brand rooted in transparency, integrity, and investor-first principles.”

Measuring the impact of employee-led advocacy

The #IamEquentis campaign is more than just a marketing initiative; it’s a strategic shift designed to boost brand consideration, lower acquisition costs, and build long-term trust. By reducing reliance on expensive endorsements, the company anticipates a significant reduction in Cost Per Lead (CPL) and Customer Acquisition Cost (CAC). Arya explained that the early indicators are promising.

“Our video view-through rates have improved by nearly 42%, indicating stronger engagement and deeper resonance with our audience. Additionally, this strategy has led to a reduction in overall CPL, proving that investors respond more positively to knowledge-driven content rather than influencer-driven promotions,” he said.

Equentis' employees Het Patel and Merlyn Sushmita.

Beyond just engagement metrics, the campaign has had a direct impact on investor confidence and client retention. “Clients are now engaging in a more consultative process, where decision-making is guided by senior leadership and seasoned financial professionals, not by external influencers with no real stake in their financial future. This has led to higher client retention rates, as investors feel more assured about the advice they receive,” Arya added.

Equipping employees to be effective brand ambassadors

While Equentis’ employees have direct access to financial expertise, they are not professional marketers. To ensure they communicate the right messaging while staying compliant, the company has developed a structured content and compliance framework. It provides employees with data-driven insights from market trends and investor concerns, enabling them to craft relevant and informative narratives.

“To further strengthen our execution, we provide structured training to employees, helping them articulate our value proposition effectively while maintaining transparency and compliance,” Arya explained. “This internal setup not only enhances efficiency but also ensures that every interaction reinforces trust and credibility.”

For employees like Mehta, this support is essential. “That’s actually what motivated me in the first place. To do this well, we need proper support from the company—access to the right information, clear guidelines, and maybe even some training on how to communicate effectively,” he noted.

Unlike influencers who come with pre-built audiences, employees typically have a limited social media reach. This raises the question: how effective can employees be in driving investor engagement? Mehta believes that authenticity outweighs follower count.

“While we are not influencers with millions of followers, we do have our own networks. And when you combine everyone's reach, it adds up. Plus, I feel people trust what they hear from someone they know—it’s more authentic,” he said. However, he also acknowledged that the campaign could benefit from additional amplification strategies.

Sushmita, on the other hand, sees this as an opportunity to redefine financial engagement. “If I’m supported with the right tools and resources, I know I can keep bringing my best to the table,” she said.

A long-term shift or a temporary fix?

With employees now at the forefront, a key question is whether this advocacy model should be a long-term commitment or involve rotating employees. Mehta believes that rotating brand ambassadors could be beneficial.

“It brings fresh perspectives, keeps things engaging, and encourages more employees to get involved,” he said.

Studies indicate that employee-led branding initiatives foster workplace loyalty and higher job satisfaction. Arya pointed out that employees appreciate being recognised as thought leaders, which has led to a noticeable uptick in engagement and retention metrics.

“By involving employees in brand storytelling, we are strengthening our internal culture. When they see their calibre being valued and amplified, their commitment to the organisation deepens,” he explained.

The #IamEquentis campaign signals a broader shift in financial marketing—one that prioritises credibility, knowledge, and transparency over traditional influencer-driven promotions. In a sector where trust is paramount, having employees advocate for the brand offers an authenticity that external endorsers simply cannot match.

However, for this approach to remain effective, financial firms must continue to invest in structured training, compliance support, and content amplification. While employee advocacy may not entirely replace traditional marketing strategies, it certainly offers a compelling alternative—one that builds deeper trust and fosters long-term client relationships.

As SEBI’s regulations continue to reshape the financial services industry, Equentis’ approach could serve as a blueprint for others looking to build credibility in a world that increasingly demands authenticity over influence.