Rebranding Boring: My Mission to Make Asset Management Stand Out

If you had told me a year ago I’d be working in asset management, I would’ve laughed, sipped my flat white, and said, “That sounds... dry.”

After all, I’ve tracked lions through the bush. I studied biodiversity, ecosystems, and the art of nature’s balance. I worked as a field guide, where every day was unpredictable, every moment teeming with stories. My world was wild, vivid, full of texture. Finance? That was spreadsheets, suits, risk models, and navy-blue branding.

But here’s the twist: the same storytelling that made me fall in love with the wild is what led me here.

Because even in the bush, the magic was never just about spotting a leopard, it was about

how you told the story afterward. The suspense, the silence, the soft crunch of leaves as you waited. I didn’t realise it at the time, but I wasn’t just guiding, I was narrating. Making people feel something. And that’s exactly what I want to do now.

When I joined AIP Capital Management, I stepped into a world I never imagined being part of. A world that seemed serious, sharp-edged, and silent. But I quickly realised something: the stories here are just as rich, they’re just not being told right.

So, as a first-time marketing and brand manager in an alternative asset management firm, I gave myself a challenge:

Make people feel something again.

Make investing interesting.

Make a company like AIP stand out for being bold, human, and different.

It hasn’t been easy. I’ve had to rethink everything I knew about marketing. Forget catchy slogans and consumer trends, this is about trust, long-term relationships, and building something meaningful in an industry where words like "basis-points" and "risk-adjusted returns" often lose people before they begin.

But that’s also why I love it.

Because I get to do things differently.

I get to think outside the box, challenge the norms, and help tell a story that actually resonates. Whether it’s our CIO writing about investments as if they were art, or our CEO reflecting on why he took the alternative route, we’re building a brand that’s less about buzzwords, and more about real people doing bold things differently.

Since starting at AIP, I’ve learned so much. It's been challenging, yes. But it’s also been rewarding in ways I never expected. I’ve found my voice in a space I never thought I’d belong. And every day, I get to help shape a firm that doesn’t just want to fit in, it wants to

break the mould entirely.

I want people to see investing not as intimidating, but as something human, relatable, even exciting. Because behind every fund, every strategy, every risk, there’s a story waiting to be told.

And I plan to keep telling them, one bold, alternative step at a time.

—Lisa Henn

Marketing & Brand Manager

AIP Capital Management