Complinet holds a pretty firm leadership position in it's space. The market is consolidating rapidly and investment decisions for risk and compliance solutions are firmly in focus. The message from regulators is pretty clear - shape up. The reality though about our market is that firms range in size from the very big (almost too big to fail) to the independent brokers and IFAs.
It may actually surprise some to learn that in many ways regulators and indeed regulations do not vary as greatly as the variety of the firms in the market may first indicate. So smaller firms struggle to meet their obligations only because the limited resources need to go out and make money for the firm, whereas the global financial powerhouses need to find ways to automate due to the sheer scale and complexity of the challenge.
Enter the brand challenge. A CEO once told me that a firm needs to decide if it wants to be a desert topping or a floor wax. This colorful metaphor always amused me but the message is actually a serious one. Firms like Complinet need an identity and that needs to 'resonate' with our clients. But, with clients so wide and varied, from one man shops to global top 10s across 81 countries it's tricky to get that brand message right and delivered in a way that makes sense for each of these potential client types.
So Complinet is now embarking on a mission to refine it's message for it's on-line subscription services and a clearly delineated brand for it's enterprise solutions. We'll announce this positioning soon but one thing we want to communicate, the quality, strength and rigor of all of our solutions is uncompromised from the bottom up.
Watch this space for our new positioning
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