Case study · IntusHQ
About the client
IntusHQ is an inventory management platform for UHNW families, their family offices, and the teams who run their estates or yachts. It brings every tangible asset a family owns across property, yachts, aircraft, and collections into 1 secure system.
Founder Katy Jeffcoate spent 25 years inside the industry before building the product to fix what she kept watching go wrong.
The challenge
IntusHQ had a platform and a clear point of view, and nothing pointing at it. No content, no outbound, no visible founder presence. Prospects who went looking found a company that was hard to verify, which is a serious problem in a market that runs entirely on trust and discretion.
Having secured funding, IntusHQ needed to show commercial traction quickly. That meant building a marketing function from nothing, at pace.
How Regen supported IntusHQ
We started by mapping their 4 buyer types, looking at what each one actually loses when their inventory is undocumented. That reframed the whole proposition around loss rather than features, and it gave every channel a shared argument to work from. We also benchmarked IntusHQ against the competitors, covering positioning, messaging, and where each one was visible, to find the ground nobody had claimed. We continue to advise on positioning, general marketing, and competitive strategy as the business grows.
Katy was in a rare position for a founder. After 25 years in the industry, her own LinkedIn network was already full of the people IntusHQ needed to reach, so we started there rather than building a cold list. Warm contacts who already recognise the name close faster and with far less resistance. We built and segmented a target account list, then ran LinkedIn outbound against it.
People check a company page before they take a meeting, and in this market they check it carefully. A dormant page tells a prospect you might not be around in 2 years, which is a real risk when you are asking them to move decades of records into your system. We built the business account to do 2 jobs. Make IntusHQ visible to the right people, and make it credible when they arrive.
In this market a founder who has run these estates carries more weight than any brand account. We build Katy's personal presence around her own point of view on the industry, the things 25 years taught her that nobody else is saying out loud, and the reality of building the company as it happens. Building in public earns trust in a way polished brand messaging cannot, particularly with buyers who are wary of being sold to.
The results
more of the target audience reached
engagement rate, up from 6.2%
of LinkedIn page visits came from manager level or above
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