PARTNER CONTENT
In today’s competitive fundraising environment, private equity firms face growing pressure to differentiate, communicate transparently, and demonstrate value creation across every stage of the investment lifecycle. As investor expectations evolve and technology reshapes how firms engage with LPs and portfolio companies alike, clarity and credibility have never mattered more.
BasisPoint Group, a specialist branding and marketing agency for the investment sector, is helping managers meet that challenge – combining creative strategy with proprietary technology to deliver visibility, trust, and growth.
Dana Tonkin, Founder of BasisPoint Group, shares how her firm is supporting private equity managers as they adapt to shifting market dynamics and the growing demand for authenticity in 2025 and beyond.
What key differentiators of your business and service suite have most contributed to your success in the US market?
Three elements have been central to our growth. Our proprietary technology has allowed us to deliver scalable, turnkey websites, client portals, and virtual data rooms tailored to funds and portfolio companies of all sizes. Our fund launch and capital-raising packages are designed to maximise visibility and trust from day one, giving new managers instant credibility with investors. And our white-glove client service has allowed us to support some of the most respected firms and high-profile launches in the market.
Which market developments or regulatory shifts do you anticipate will most significantly impact private equity communications and investor relations in the coming year, and how are you adapting?
Developments in AI, automation, and regulatory reporting are already reshaping how private equity firms communicate with investors and manage transparency. We’ve always embraced new technologies and are actively integrating AI and chatbot functionality into our client portal and fully customisable, branded VDR product, File4tress [link to https://file4tress.com/]. This ensures managers can offer investors and portfolio companies a seamless, interactive experience that goes far beyond the capabilities of generic file-sharing platforms.
More broadly, we’re using AI across our branding, content, reporting, and analytics services – enabling the team to work smarter, faster, and more strategically, while still meeting the highest compliance and creative standards.
From your perspective as a service provider, what represents the most significant transformation in the private equity landscape over the past year?
The most notable shift hast been a move from presentation to storytelling. PE firms are no longer satisfied with simply producing polished material; they’re building clear, consistent narratives that connect their philosophy, value-creation approach, and culture. That story now runs through every touchpoint – from fundraising decks, investor portals, media, and even portfolio-level communications. It’s a more authentic, differentiated, and ultimately more effective way to engage LPs. In a market where performance alone no longer sets firms apart, clarity of story has become a genuine competitive edge.
Our role is to ensure these firms show up with that clarity and consistency, both at launch and as they scale.
Dana Tonkin, Founder, BasisPoint Group – Dana is the Creative Director and Founder of BasisPoint Group, a global marketing and branding agency serving over 250 clients across the investment industry with a collective $300 billion in AUM. With more than a decade of experience in financial services branding, marketing, and project delivery, Dana helps investment firms define their edge, grow visibility and scale with confidence. Her deep industry knowledge and commitment to excellence have been central to BasisPoint’s growth in a competitive global market. Prior to founding BasisPoint, she designed branded workplace environments for financial firms in London. Dana holds a Master’s degree in Architecture (cum laude).
