Affinity Group is a multi-award-winning Corporate Service Provider with offices in the Isle of Man, Malta, the Cayman Islands, the UK, and the US. Their services span private wealth, corporate, and regulated industries, as well as immigration, working across various sectors including FinTech, commercial property, intellectual property, yachting, aviation, eGaming, and medicinal cannabis.
As they prepared to launch two brand-new service lines - Affinity Sports and Affinity Nav - Affinity faced the challenge of equipping their sales team with the right tools to communicate these complex offerings confidently. The materials needed to highlight each service’s unique selling points, simplify technical information, and position Affinity as the go-to solution. Beyond sales enablement, Affinity also sought to strengthen its digital presence by adding SEO-optimised resources to its website, thereby supporting both awareness and conversion.
We began by conducting in-depth research into the industries, competitors, target audiences, buyer personas, and market trends surrounding these new services. Alongside this, we carried out a detailed audit of Affinity’s existing sales and marketing materials, including sales decks, case studies, product sheets, website copy, and internal training documents.
Next, we engaged directly with Affinity’s senior leaders and stakeholders to uncover the key USPs, customer pain points, and differentiators. From there, we developed tailored strategies for each piece of collateral and reviewed the sales process to identify gaps where new resources could have the greatest impact.
We then produced a comprehensive suite of sales enablement tools, ranging from e-books, solution briefs, and fact sheets to call scripts, battle cards, and slide decks. Each resource was designed to simplify complex topics, provide the sales team with confidence in their conversations, and create valuable touchpoints for follow-ups with prospects.
The results were immediate and measurable. Affinity achieved a 25% increase in sales conversions, winning several high-profile clients for Affinity Sport, including FC Copenhagen player Munashe Garananga, as well as onboarding leading entertainment, iGaming, and sports betting software providers for Affinity Nav.
Our targeted, SEO-optimised content also drove a significant uplift in website page views, directly supporting lead generation and conversions. With a full suite of premium materials, the sales team could now pitch with confidence, attend events fully equipped, and convert interest into action more effectively.
*"We couldn't be happier with the work AXD has produced for our business. They didn’t just deliver documents; they provided a strategic approach to our sales enablement, and the impact on our sales team has been phenomenal.
The new Affinity Sports and Nav offerings are intricate, and AXD Agency didn’t just grasp the complexities; they excelled at translating them into clear, compelling, and easy-to-understand sales materials.
Our sales team now feels incredibly supported and is equipped with a comprehensive suite of high-quality sales materials—from e-books and solution briefs to fact sheets, call scripts, and battle cards.
We’ve seen a tangible improvement in our sales conversions, and feedback on the clarity and effectiveness of the new materials has been overwhelmingly positive. We knew we were in safe hands, and that confidence was well placed.”*
— Andy Morgan, Group CEO, Affinity Group
Positioning a CEO as a global industry thought leader.
Transforming complex data solutions into clear, compelling storytelling.
