Locate was founded by someone who has spent most of their career working in financial services, and knows first-hand the pressures this sector faces: long decision cycles, high expectations of trust, and teams stretched thin by admin. The work that stood out came from financial service providers: firms that were good at what they did but poorly served by agencies that treated them like retailers.
Their campaigns were written like retail ads. Their content did not sound like a trusted firm. Their reporting counted clicks while principals wanted to know how many clients had signed. And as AI arrived, nobody was helping them use it safely.
So we narrowed our focus to Australian financial services. One sector, its rules, its language and its long decision cycles. It lets us go deeper for every client we take on.