Beyond the exchange: strategic comms will distinguish leaders from laggards as data-strategies dominate

By June Chung, Capital Markets

Strategic communication is vital in helping financial market infrastructures (FMIs) navigate the transition towards data-driven business models. They go beyond simply shifting media focus from traditional markets, by helping firms build trust, communicate value, and stand out amid competitive pressures, regulatory scrutiny, and the evolving demands of a data-centric landscape.

This blog explores the key role specialist communications agencies must play for financial market infrastructure firms over the coming year, with 2025 set to see the transition towards data-rich strategies gather even greater momentum.

As financial market infrastructures (FMIs) increasingly shift their focus from traditional exchange operations to data and analytics-driven business models, the momentum behind operational realignment continues to define the industry landscape. Notable examples, such as the London Stock Exchange Group’s (LSEG) recent sale of its stake in Euroclear and Intercontinental Exchange’s (ICE) divestment two years ago, underscore this long-term trend. Yet, last year revealed that transitioning business models are only part of the challenge; strategic communication around these shifts also remains paramount in navigating the complex terrain of perception, competition, and growth.

LSEG’s challenges in its equity markets last year highlighted this point starkly. It saw a record number of delistings and the lowest volume of IPOs in years. The much-anticipated Canal+ float added to the strain, with a disappointing debut that saw shares plunge on its first trading day. Despite representing a comparatively smaller part of LSEG’s operations, equity market performance disproportionately dominated media narratives, overshadowing its strides in diversifying revenue streams. This underscores the increasing importance of effective storytelling and narrative management in aligning public perception with strategic goals.

As 2025 gets going, the role of considered communications strategies in facilitating this narrative evolution will become even more critical. With FMIs continuing to pivot toward data-centric operations, these agencies will serve as indispensable partners in crafting multifaceted narratives, managing reputational risks, and communicating complex value propositions in layman’s terms.

Transparency and trust

Operational restructuring demands clear, consistent, and transparent messaging to all stakeholders. Whether addressing external concerns from investors and regulators or managing internal expectations, proactive communication fosters confidence and trust. This is particularly important when firms aim to shift media attention from underperforming traditional operations to the transformative potential of data-driven models.

Capital markets PR agencies are uniquely positioned to help FMIs navigate this process. They can craft narratives that reassure stakeholders of the firm’s commitment to its core principles, while emphasizing the added value of its evolving business model. This balance is essential in maintaining trust during periods of significant change.

Standing out from the competitive crowd

The race among FMIs to dominate lucrative data, analytics, and technology markets has intensified competition. In this crowded field, the ability to stand out depends on more than just operational capabilities; it hinges on compelling storytelling and strategic marketing.

A multi-channel communication strategy that combines earned media, thought leadership, and targeted marketing can amplify a firm’s unique value proposition. By highlighting how its solutions address specific industry needs or offer differentiated advantages, FMIs can build stronger brand equity and maintain a competitive edge.

Protecting and sustaining growth

Reputation management has perhaps never been more crucial for FMIs. Not only do they face increasing regulatory scrutiny, but they must also navigate it while venturing beyond the constraints of their traditional roles. The heightened expectations of compliance and transparency demand unprecedented operational vigilance and, critically, enhanced crisis resilience.

Capital markets PR agencies play a pivotal role in helping firms manoeuvre this evolving regulatory environment. By fostering proactive engagement with policymakers and developing crisis communications plans, these agencies ensure firms can effectively respond to challenges without compromising innovation. Striking the right balance between compliance, transparency, and strategic growth is essential to sustaining long-term success.

Shaping the future narrative

As FMIs continue their evolution toward data and analytics-driven business models, strategic communication emerges as a key differentiator in achieving diversified growth. Beyond simply redirecting media focus, capital markets PR agencies help firms build trust, articulate value, and manage reputational risks in an increasingly competitive and scrutinized landscape.

This year, the ability to craft compelling narratives that resonate with stakeholders will separate the leaders from the laggards in the capital markets sector. By investing in strategic communications, FMIs can not only navigate the challenges of transformation but also position themselves as pioneers in shaping the future of the space.

Key Takeaways:

• Q1: Why is strategic communication important for FMIs in 2025?
• A1: Strategic communication helps FMIs manage perception, build trust, and align stakeholders with the firm’s evolving business model, ensuring competitive growth.
• Q2: How can FMIs stand out in a crowded data-driven marketplace?
• A2: By using compelling storytelling, multi-channel marketing, and thought leadership to highlight unique value propositions and address industry needs.
• Q3: What role do PR agencies play in FMI transitions?
• A3: PR agencies craft narratives, manage reputational risks, and support compliance efforts, balancing transparency with strategic growth.