Increasing investor understanding:
How Maven Capital Partners demystified alternative assets with Keystone Media
Maven Capital Partners are a leading private equity and alternative asset manager, helping ambitious businesses unlock growth while giving investors access to private market opportunities.
Like many firms in asset and wealth management, Maven faced a familiar challenge: how to explain complex financial products in a way that’s both clear and engaging, without losing the professionalism and trust their brand demands.
Recognising the growing power of video for education and engagement, Maven turned to Keystone Media.
They needed a partner who could translate nuanced financial offerings into accessible, on brand animated content, delivered with the credibility investors expect.
In this case study, Steven Ford, Head of Marketing at Maven Capital Partners, shares how our collaboration delivered a suite of animated explainer videos that now play a key role in the firm’s marketing strategy, helping to build trust, increase investor understanding, and support long term business growth.
Company overview and personal introduction
Name & title: Steven Ford, Head of Marketing at Maven Capital Partners
About Maven: Maven is a leading private equity and alternative asset manager. We partner with ambitious, entrepreneurial management teams to accelerate growth, and serve thousands of investors with the goal of delivering exceptional returns.
Main products and services: Private Equity / Venture Capital / Buyouts
‘What are Venture Capital Trusts?’ – Financial explainer video created for Maven Capital Partners
What challenges were you aiming to solve?
Our objective was to demystify what are inherently complex financial products. We saw video as an increasingly powerful medium.
One that combines clarity, engagement, and trust, helping prospective investors understand the key features and benefits of our offerings.
“As a professional organisation with a sophisticated client base, we needed content that reflected our tone and values. Generic, cartoon-style explainer videos simply weren’t suitable for our brand. Keystone demonstrated a clear understanding of both our brief and the strategic purpose behind the project.”
What were you hoping video would achieve for Maven?
Given the nature of our products, we weren’t focused on short-term metrics. Instead, the videos were intended to support longer-term engagement and understanding.
For a high-value, considered purchase like private equity, education is a crucial part of the journey and that’s where we wanted video to play a role.
“Our goal was to add an educational layer to our communications. Something that helped potential investors better understand private equity, and specifically why Maven’s offering merits consideration.”
What types of videos did you create, and why?
We commissioned two animated explainer videos, each focused on a core financial product within our portfolio.
Financial products are often difficult to explain through text alone. They involve technical language, layered structures, and regulatory nuance.
“Animation gave us the flexibility to visually simplify these [complex financial] concepts, while voiceover and on-screen graphics helped bring clarity and flow. Importantly, video also adds a human and engaging dimension which we believe increases both comprehension and retention.“
Maven Investor Partners – Private Equity Explainer Video
What impact have the explainer videos had?
The purpose of the videos was not to drive immediate metrics such as conversions or lead volume.
Given the high-involvement nature of private equity investments, there are numerous touchpoints before a meaningful engagement occurs.
Our primary aim was to introduce an additional, high-quality medium through which prospective investors could gain a clearer understanding of our offering.
“The videos now serve as a valuable piece of content within our broader marketing mix, supporting education and trust-building.”
Did results come quickly, or over time?
We didn’t expect instant or isolated results from the videos. Instead, they have become a consistent and useful resource over time, both in outbound communications and on our website.
Their value lies in supporting a long sales cycle by clearly articulating complex concepts and reinforcing key messages in a more engaging, accessible way.
“Feedback from both internal stakeholders and client-facing teams has been positive. The videos have been described as “on-brand,” “professionally executed,” and “easy to follow”. They have been well received as part of client presentations and digital communications.”
Have the videos contributed to ROI or success in any other way?
Would you use animated video again?
While we didn’t track revenue uplift or cost savings directly tied to the videos as that is impossible due to the product we sell, but what we can say is that they have had a definite impact in enhancing how we communicate with prospective investors.
Internally, they’ve proven useful in aiding the sales team during discussions and presentations. From a marketing perspective, they’ve helped us present our products in a way that feels both approachable and credible.
These are two things that are often hard to achieve simultaneously in financial communications.
While the project hasn’t reshaped our broader marketing strategy, it has increased our confidence in using animated video when it is done to a high standard. It’s something we would be open to doing more of in future.
“We would absolutely recommend Keystone Media to others. They understood the tone, complexity, and expectations of our audience right from the outset. The process was collaborative, efficient, and the end result was a set of videos that reflect our brand and values precisely.”
Steven Ford, Head of Marketing, Maven Capital Partners
Ready to educate and build trust with videos?
If you’d like to create videos that simplify complex financial concepts, build trust with your audience, and elevate your brand communications, or if you have questions about how to use video effectively in your firm, feel free to contact us today.