CardinalStone Partners Limited Marketing Strategies & Objectives

Mariam Bolakale Written by Mariam Bolakale · 3 min read >

Our objective as a firm is to offer variety of best-in-class investment, wealth management and advisory solutions to a broad client base of High-Net-Worth Individuals (HNIs), institutions, foundations, endowments and retail individuals.

We currently serve over 5,000 affluent and 100 institutional clients and we have an objective of increasing our clientele base by a minimum of 20% in one year and a minimum of 90% retention rate of existing clientele.


Over the years, we have consistently applied the five (5) Ps of marketing – product, price, promotion, place and people in marshalling our marketing strategy towards achieving our objectives.

Let’s discuss the 4P’s extensively….

  • Product

Our products development strategy is designed to be flexible in a bid to provide bespoke solutions to each client based on a firm understanding of their unique objectives, risk appetite, time horizon, liquidity needs and any other special needs.

From the individual seeking to optimize his financial assets, plan for retirement, leave a legacy of secure investments for his dependents, to the CEO with ambitions of competing on a truly global scale, to the institutions seeking alpha in the ever-dynamic market, we take our time to understand the unique needs of each client and provide pragmatic solutions to meet their needs.

Our investment solutions range from equities, to fixed income, and alternative investments; and our current products and services mix include:

  • Naira Fixed Income Notes – 90-, 180- & 365-days guaranteed notes
  • Treasury Bills Direct – 91-, 182- & 364-days bills guaranteed by FGN
  • FGN Bonds – For long term investors and short-term traders
  • Separately Managed Account (SMA) – Designed for clients who desire to invest in various asset classes without bothering with the hassles of managing the portfolio themselves, while we provide timely and regular updates.
  • Eurobond Investment Notes (EIN) – Provides an opportunity for medium to long-term investors to invest in dollar denominated assets as a hedge against inflation and currency devaluation
  • USD Money Market Investment (MMI) – Provides an opportunity for short-term investors to invest in dollar denominated assets as a hedge against inflation and currency devaluation
  • Mutual Funds (CS Fixed Income Alpha Fund) – Provide investors with above average steady return on capital, liquidity, and capital preservation.

We are currently in the process of launching an equities and USD mutual funds providing more opportunities for retail investors to achieve their investment objectives. We plan to complete launch within the next six (6) months. We will also continue to provide esoteric financial solutions to the sophisticated class of investors.

  • Price

Our investment philosophy focuses on optimizing the net return that accrue to our clients rather than just the gross return. By factoring in elements like transaction fees, taxation, time value and exchange rates into our investment decisions, we ensure our clients get the best net cash outcome.

Across our various products, we offer competitive rates based on prevailing market realities to match the risk/return objectives of our clients.

However, we understand that different investors have varying return expectations based on their risk preferences. To better understand the uniqueness of our clients, especially SMA clients, we administer an investor profile questionnaire to examine their risk/return objectives and other considerations of the client. Through this, we are able to establish investment policy guidelines and strategy to achieve the unique risk/return objectives of each client.

We also constantly engage our clients and leverage on our deepened financial services offerings through our subsidiaries to provide structured high-yield investment opportunities that meets the appetite of our diverse clientele.

Our long-term value clients also benefit from concessionary rates and discounted fees on some of our products and services.

  • Promotion

Our choice of marketing vehicles is governed by the profile of our target market. We leverage on referral strategy, sponsoring of high-profile networking events and digital marketing/footprints to reach our target markets.

Referrals have been our most prestigious strategy followed by networking which are lower cost ways to reach our customers. We have also invested in advertising through billboards & lampposts in major city centers e.g. Lagos and Abuja, radio programs and social media spaces.

We also have dedicated social media officers who are responsible for promoting the firm’s business and engaging prospects & clients across our social media channels – Instagram, Twitter, LinkedIn etc.

  • Place

We currently have office presence in Lagos and Abuja. However, our clientele is made of individuals and institutions across several parts of the country as well as foreign residents and citizens. We have maximized the use of Technology to onboard and provide best services to our wide reach of clients.

We employ a state-of-the-art technology that enables us to handle complex and high-volume transactions efficiently, as well as provide relevant standard and customized reports real-time. This infrastructure ensures our transaction execution and reporting are exceptional.

  • People

In establishing our firm, our first priorities were to assemble a highly qualified management team and ‘grade A’ employees who are self-motivated, have an unwavering pursuit of excellence and passion for success. We understand that the success of any firm has a positive correlation to the quality and dedication of its people. This firm foundation has helped transform the individuals and institutions we partner with.

Our clients are provided with dedicated investment advisors. We are committed to excellent service delivery and consistency in exceeding clients’ expectation. We are a client focused organisation and our people have been at the heart of our achievements. This has been our differentiating factor!


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