THE POEMS OF TOMORROW. TODAY.
LIQUIDITYBOOK
CLIENT TYPE:
Fintech
Categories:
Brand/Website, Marketing, PR, Content, Outsourced Marketing Department
ONLINE:
BRINGING AN INNOVATIVE FRONT- AND MIDDLE-OFFICE TECH PROVIDER FROM GOOD TO GREAT TO EXIT
THE CHALLENGE
Forefront built us a new brand that is simple, clean and eye-catching while at the same time reflecting the complex, institutional nature of our business.
Kevin Samuel, CEO
THE STRATEGY
LiquidityBook was planning a variety of tactics to optimize sales and marketing, but its challenges flowed from a common source: its outdated brand. We embarked on a wholesale rebranding project, complete with a new visual profile, logo, website and supporting materials.
The project began with crucial messaging work – the “source code” for all future communications about LiquidityBook. As we learned more about the most important aspects of the business – the founders’ pioneering spirit, its flexible technology and its transparent, client-centric business practices – the platform’s core value proposition became obvious: its ability to support nearly any trading workflow or system configuration, regardless of client type. Traders and technologists who constantly complained about rigid, unresponsive systems already had a solution available to them – they just needed to be made aware of it. From there, the tagline “The OMS of Tomorrow, Today” came naturally.
Once we finalized the messaging, we set about bringing it to life. We presented a variety of brand design directions to LiquidityBook, each one highlighting a different aspect of the business – open versus institutional, techy versus people-focused, etc. After working with the executive team to confirm our creative direction, our copywriters and designers got to work.
EXECUTION PHASE 1:
BRAND BUILD
Our foundational efforts fueled a top-to-bottom rebrand for LiquidityBook. We delivered a new logo, revamped website, refreshed sales enablement tools and more, all of them working together to communicate the firm’s identity, business and unique approach.
The biggest deliverable was the new website, with splashes of vibrant blues and greens to highlight LiquidityBook’s technology and diverse sets of interlocking shapes to reflect the platform’s modularity. Even the new logo emphasized this flexibility, with recognizable individual elements coming together to produce a single, unified, distinctive image.
The website launch was supported by a new pitch deck, fresh sales sheets and three case studies – LiquidityBook’s first time spotlighting client use cases in detail. Shortly after the brand launch, the rebranded LiquidityBook made its big debut at the STA Market Structure Conference in Washington DC, where its representatives handed out new business cards and distributed flyers directing attendees to a landing page on the new website where they could download a new thought leadership piece.
Forefront developed our brand and website efficiently, on time and in line with all feedback, which allowed us to focus on running our business rather than hand-holding an agency.
Kevin Samuel, CEO
From our first engagement to the rebrand and right through the acquisition, Forefront has been in our corner for nearly a decade — bringing deep industry knowledge and expert execution to every facet of our marketing. It’s been an incredible run, and we couldn’t have asked for a better partner.
Kevin Samuel, CEO
EXECUTION PHASE 2:
ONGOING SUPPORT
Following the new brand launch, LiquidityBook retained Forefront for marketing and PR on an ongoing basis – a nearly four-year run of PR wins, product launches and significant company milestones, culminating with the firm’s acquisition by Factset for $246 million.
On the media relations front, we secured coverage of key partnerships, new products, important executive hires and regional initiatives. One significant win was a successful placement in WatersTechnology, which included several quotes from COO Sayant Chatterjee on the firm’s recent hiring activity and product expertise. These factors helped to validate LiquidityBook as a serious competitor in the sell-side OEMS space, which had emerged as a major strategic focus.
In addition, Forefront executed full-fledged, multifaceted marketing campaigns for two major product launches: LBX Portal (a breakthrough OEMS partnership model) and LBX PMS 2.0 (an enhanced version of the firm’s portfolio management system, made possible by the acquisition of Messer). We tapped into every part of our business – drafting press releases and thought leadership blogs, building new webpages, sending email blasts, designing fresh sales collateral and promoting on social media via both organic and paid methods – to make these launches a success.
These marketing and product positioning efforts helped fuel a growing sales pipeline, where we performed crucial background work as LiquidityBook’s HubSpot partner agency. In addition to managing the implementation and supporting all HubSpot marketing efforts, we set up lead scoring, identifying warm leads for the LiquidityBook sales team to investigate further. We also created strategic nurture email campaigns to further cultivate leads and provided custom reporting on inbound and outbound marketing efforts to assess and continually optimize performance.
The industry took notice. Forefront helped LiquidityBook secure several industry awards:
Best Front Office Technology Provider at the With Intelligence Operations & Service Awards
Best Implementation at a Sell-Side Firm at the WatersTechnology Sell-Side Technology Awards
Best Third-Party Technology Vendor IT Team at the WatersTechnology American Financial Technology Awards
Four categories (including Best Buy-Side OMS and Best FIX Engine Provider) at the TradingTech Insight USA Awards
RESULTS
In February 2025, LiquidityBook was acquired by Factset for $246 million.
“We are still a lean firm, so the ability for an agency partner to work independently was crucial. Forefront did just that, building us new brand that is simple, clean and eye-catching while at the same time reflecting the complex, institutional nature of our business. They developed it efficiently, on-time and in line with all feedback, which allowed us to focus on running our business rather than hand-holding an agency.”
— Kevin Samuel, CEO of LiquidityBook.
“Time and again, Forefront delivers for our business. The ongoing marketing, communications and public relations efforts they spearhead provide LiquidityBook with a great deal of value. Across thought leadership content, sales collateral, media relations, social media management, HubSpot administration, maintenance of and strategic enhancements to our website and so much more — all of these keep us fresh and top-of-mind for current and future clients and partners. This is perhaps best illustrated by the steady increase in inbound leads our efforts are generating – they more than doubled in 2023 vs. 2022 – and our firm’s overall sustained growth, even 20 years in.”
— Stephanie Minister, Managing Director, Connectivity Services
and Forefront’s primary contact at LiquidityBook
LIQUIDITYBOOK MEDIA COVERAGE
-
WATERSTECHNOLOGY:
FACTSET LAYS OUT TRADING ROADMAP POST LIQUIDITYBOOK DEAL -
WATERSTECHNOLOGY:
LIQUIDITYBOOK LOOKS TO DISPLACE FIDESSA AS SELL-SIDE OMS OF CHOICE -
NASDAQ TRADETALKS:
THE TRANSITION TO T+1 SETTLEMENT AND ITS IMPACT ON VARIOUS INDUSTRY CONSTITUENTS -
THE TRADE NEWS:
LIQUIDITYBOOK ON ITS “EMEA IN FOCUS” INITIATIVE -
TRADERS MAGAZINE:
LIQUIDITYBOOKS NEW PRODUCT TO REDUCE TRADE BREAKS
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