Male+athlete+close+up.jpg

How Elite FX Used CRM, AI, and Segmentation to Win More Currency Clients

Elite FX is a specialist currency and treasury firm. They help high-net-worth individuals and elite athletes manage money across borders.

The team had deep expertise — but their marketing was too general. Website messages, email updates, and social media didn’t speak clearly to their audience. They needed to:

  • Target clients like footballers, pilots, and business owners more directly

  • Make their emails more personal

  • Improve website conversion

  • Save time with better tools

A man giving a presentation to a group of young adults in a modern office space with exposed brick walls and large windows, with a screen displaying 'Proof ALL HANDS 4/24/2019'.

Lead: Rob Moore

The Challenge.

Elite FX had a clear service. But their website, emails, and outreach didn’t speak to each client group in the right way. The result:

  • The website was too general.

  • Emails and Insta DMs didn’t feel personal.

  • Clients didn’t hear from Elite FX often enough.

  • The CRM didn’t help the team work smarter.

They needed to:

  • Target specific client groups better.

  • Improve website conversion.

  • Keep clients engaged between transactions.

  • Automate more tasks.

What We Did

  • A group of people in a meeting room looking at a woman standing at a whiteboard with colorful sticky notes.

    Segmented Their Audience

    We grouped clients by lifestyle and profession — like athletes, pilots, and expats. This made messaging sharper and more personal.

  • A laptop on a white desk displaying a website with the headline "Make every move count" and a close-up of a person's face with glasses in black and white.

    Rebuilt the Website

    We designed new pages for each segment. A footballer sees content about transfer savings. A pilot sees how Elite FX handles complex income. This improved clarity and trust — and boosted leads.

  • A man with glasses and a patterned shirt writing a workflow strategy on a whiteboard, which includes steps like abandoned cart, 1-hour delay, left cart, 1-day delay, no purchase, and adding promo.

    Improved the CRM

    We connected Elite FX’s CRM to live currency data. Now, clients get helpful, personal emails based on their currency needs — automatically. These emails drive action and build trust.

  • Person holding a smartphone with an Instagram hashtag search open, displaying hashtags related to comics and cosplay.

    Added Smart AI

    AI writes tailored emails using market data and client habits. The results? More replies. More trades. Less manual work.

  • Signboard with the address 605 W Maude Ave and the LinkedIn logo at a building entrance.

    Targeted Outreach

    We used LinkedIn to reach new clients — especially pilots and expats. Each message linked to a relevant page. After onboarding, we used real testimonials to boost credibility.

  • A person holding a smartphone displaying the CoinView app logo on the screen, with a blurred background.

    Fixed Mobile Issues

    Many clients use mobile. We found problems and worked with the trading platform to improve speed and layout — giving users a better experience.

  • Flowchart with colored nodes and arrows depicting a process involving account creation, KYC verification, and customer number addition in a business system.

    Mapped the Client Journey

    We mapped every step, from first contact to first trade. Then we added automation to save time, reduce errors, and improve onboarding.

  • A person using a MacBook Pro laptop and a smartphone, both displaying Facebook profiles.

    Created Custom Sales Materials

    Each client group got its own pitch deck — short, clear, and relevant. These helped turn leads into long-term clients.

Contact us

Zoho CRM Setup for Real Business Needs.

.

In this video, I show how I built a custom Zoho CRM—automating tasks, onboarding clients, and using smart tools like AI to save time and boost results for Elite FX.

Lead: Rob Moore

Stuart Holmes - Co Founder Elite FX

“I’ve had the pleasure of working closely with Rob during his consultancy at Elite FX and was genuinely blown away by the impact he made.

Rob has that rare ability to take complex ideas—like customer segmentation, AI-driven messaging, and CRM optimisation—and make them practical, clear, and above all, effective. I saw first-hand how he transformed the way Elite FX communicates with its clients—from elite athletes to international pilots—and helped turn that into real engagement and growth.

What really stood out was how thoughtful Rob was about the customer journey. Every detail, from how emails were worded to how the website spoke to different audiences, was crafted with care and precision. And he always balanced big-picture strategy with rolling up his sleeves to get things done.

Rob’s one of those people you want on your side—smart, creative, collaborative, and always delivering value. I’d work with him again in a heartbeat.”

Group of people taking a selfie, focusing on a man with glasses in the center, smiling, with a woman holding a coffee cup and a young boy visible in the background.

Results & Impact

  • Website conversion improved

  • Emails felt personal — boosting retention

  • Faster onboarding = more clients trading

  • CRM smarter = less admin work

  • Better mobile experience

  • New clients from LinkedIn outreach

Silhouette of a woman with curly hair, raising her woman with her right fist, against a sunset or sunrise sky with warm hues.

Why It Matters.

Clients trust businesses that speak to them directly. With better segmentation, smarter content, and smart tools like AI and CRM, Elite FX now delivers a more personal, effective experience — at scale.

Experience.

Explore more.

Want help making your marketing smarter and more personal?

Let’s talk.

Further Reading