From in-house to agency: three more years with Jaywing
Jaywing Risk case study
About our lovely client
Jaywing is a data, risk, and analytics consultancy specialising in areas including credit risk, banking regulation, IRB, IFRS 9 and analytics.
We knew the business pretty well before Roo & Eve came along. We'd both been Heads of Marketing at Jaywing, specialising in risk and sitting on the management board. Ben O'Brien, now Managing Director, was our boss.
So, when Jaywing needed marketing support again a few years after we'd left, Ben knew who to call. We already knew the business, the people and, importantly, credit risk.
In their words: The dream team was back.
The challenge
When we started working with Jaywing again in August 2023, marketing activity had slowed and the business wanted to rebuild its pipeline.
Finding marketers who could get to grips with Jaywing Risk had proved difficult. And we understood why.
You're writing for people who spend their working lives dealing with IRB models, IFRS 9, regulation, fraud analytics, and complex modelling decisions. You can't really blag your way through it.
To get useful insight from Jaywing's consultants, you need to understand enough to ask good questions, challenge an answer and know when there's something worth digging into. Otherwise, the consultant spends half the interview explaining the basics and the resulting content doesn't tell an experienced reader much they don't already know.
We already understood the terminology, regulation, market, and audience. We could get straight into the detail with Jaywing's consultants and turn their expertise into content their peers would actually want to read.
That specialist knowledge was one of the main reasons Jaywing brought us back.
What we did
““When Roo & Eve started supporting us, rebuilding the pipeline was a real priority. Marketing has played an important role in keeping us visible and supporting that pipeline.
With our consultants so busy with client work, Rebecca and Kerry’s understanding of the sector is invaluable. They can work with limited input, know when they need to involve our experts and are very good at getting things over the line.
We’ve given them some extremely tight deadlines over the years and they always deliver. We know we can rely on them.””
For the past three years, we've essentially plugged back into the marketing function we'd once worked in-house to run.
Our role goes beyond producing content. We help shape the marketing plan around Jaywing's commercial priorities, work out which audiences and topics to focus on, and use content, search, email, LinkedIn and third-party publications to keep Jaywing visible with the people it wants to reach.
Then we make it happen.
We've created:
specialist thought leadership and SEO content
event analysis and write-ups
LinkedIn newsletters
HubSpot email newsletters
LinkedIn content and carousels
case studies and website copy
sales collateral
award entries
guest articles for publications including Finextra
content strategies, plans and repurposing programmes
We work directly with Jaywing's consultants and directors, alongside its internal marketing colleagues and designers.
Because we already know the business and understand credit risk, we can work with surprisingly little input. That's especially useful when the consultants are busy with client work, which these days is most of the time.
We don't need a two-hour interview to write a technical article
Sometimes we get one.
Sometimes we get answers to a written Q&A.
Sometimes we get four bullet points from a consultant who's trying to finish something for a client.
We can work with all three.
We estimate we've produced around half of Jaywing's content without needing a full expert interview.
Our own credit risk knowledge gives us enough context to research a subject properly, work out where Jaywing has something useful to add and build out relatively sparse expert input.
On some subjects, we can develop the whole piece without SME input. For the more technical topics, we know exactly what we need from Jaywing's experts, so we can go to them with specific questions rather than asking them to explain the subject from scratch.
When we do get an hour with someone who has spent 20 years building credit risk models, we can spend it getting into their experience, opinions and the detail their audience will actually find useful
The content is properly technical
Over the past three years we've worked with Jaywing's experts on subjects including:
IRB model development and slotting models
IFRS 9
machine learning in credit risk
GBMs versus deep neural networks
model segmentation
fraud and AML analytics
graph-based fraud detection
risk model modernisation
Consumer Duty
regulatory change and PRA/FCA consultations
The reporting gives us a useful sense of whether that depth is working.
And repeatedly, the more specialist content is among the best-performing material.
We also get it out of the door
Understanding the subject is only useful if the marketing actually happens.
We've turned around award entries and event content in less than 24 hours, picked up work at short notice and changed plans when the consultant we needed suddenly disappeared into client work.
In three years, we've never missed a deadline.
We also keep looking for the next thing Jaywing should be talking about: regulatory developments, questions coming up in the market, upcoming events, opportunities with publications such as Finextra and subjects where one of its consultants has something worth saying.
It means Jaywing doesn't need to hand us a neat monthly list of content briefs.
We help work out what should be on it.
What happened
When we came back into Jaywing in August 2023, rebuilding the pipeline was a priority.
Three years later, the pipeline is worth six figures, and the consultancy has been operating over capacity for a number of months. Operations Director Ian May recently told us the team was running at 105% capacity.
Our role has been to keep Jaywing visible with the right people, give its experts a platform to demonstrate what they know and make sure marketing keeps happening even when the consultants are flat out with client work.
And we have plenty of evidence that the right people are seeing it.
92.5% website engagement
In July 2026, the Jaywing Risk site recorded a 92.49% engagement rate, with visitors viewing an average of 2.9 pages each and spending 1 minute 12 seconds engaged with the site.
Some of the strongest content was also some of the most technical.
An article on implementing IRB slotting models averaged 1 minute 14 seconds of engagement, while Jaywing's response to FCA CP26/7 averaged 55 seconds.
Earlier in the year, an article on hybrid case-based reasoning recorded an average engagement time of 3 minutes 24 seconds.
54% of website key events came from the blog
By August, blog content accounted for 54% of all recorded website key events from 43% of the site's users.
Organic search also regularly accounts for well over half of the Risk site's audience.
So the library of technical content we've been building is giving Jaywing a way to be found by people actively researching the subjects its consultants work on.
41.45% click-through on model segmentation content
A LinkedIn mini-guide asking “Does segmentation still add value in credit risk?” generated:
468 impressions
194 clicks
41.45% click-through rate
42.31% engagement rate
And it wasn't an isolated result.
The following month, a post on machine learning model performance achieved a 42.39% click-through rate, while another technical model segmentation post reached 37.97%.
Other strong performers have covered graph-based fraud detection, analytics modernisation and regulatory issues.
The technical subjects keep giving people a reason to stop and read.
We're reaching people inside the organisations Jaywing wants to work with
Jaywing's email newsletter is deliberately niche.
Recent engagement has included senior contacts at leading high street banks, building societies, specialist lenders and major financial services brands.
Nearly 1,000 Finextra views from one specialist article
We've also taken Jaywing's thinking into industry publications, particularly Finextra.
One fraud article had around 200 views when first reported in February. By April, it was approaching 1,000.
More recent articles are showing the same long tail.
Two pieces covering credit risk regulation and fraud modelling initially reached 282 and 266 views. By August, both had climbed to 354 views.
It means the work keeps reaching financial services audiences weeks and months after we've published it.
Clients are mentioning the content in meetings
This might be our favourite result.
Jaywing's consultants have had clients bring up content they've seen during meetings.
There's no clever attribution model behind that one.
The people sitting opposite Jaywing's consultants are reading the things we're producing with them.
For us, that's a pretty good measure of whether the content is reaching the right audience.
Why this relationship works
Plenty of agencies can write a blog.
Jaywing needed people who could work with some of the UK's most experienced credit risk specialists without creating another job for them.
That's where our history becomes useful.
We know the business from the inside. We know many of the people. We've spent years marketing to the same credit risk audience. And we understand enough of the technical detail to know what deserves turning into content.
So Jaywing's consultants don't have to teach us credit risk before they can tell us what they think about it.
They can send us a handful of notes, answer a few well-informed questions or give us 30 minutes on a call and trust us to take it from there.
Three years in, that's probably the best description of the relationship.
We know when we need their expertise.
We know when we can run with something ourselves.
And we know when to chase them because that award deadline really is tomorrow.
“Rebecca and Kerry already knew Jaywing and the credit risk market incredibly well, so when we needed marketing support, getting them involved again made complete sense.
Their sector knowledge is hugely valuable to us. They understand what our consultants are talking about, they know our audience and they can take quite technical subject matter and turn it into strong content without needing everything explained from scratch.
They've worked as an extension of our team for the last three years and they're incredibly dependable. They know us well enough to get on with things, but they're also very good at pushing us when they need something from us.”
— Ben O'Brien, Managing Director, Jaywing
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