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How We Helped Elite FX Speak to the Right Clients and Build a Stronger Business.

Elite FX is a boutique currency consultancy.

They help top business leaders and elite athletes move money across borders. The team has over 25 years of experience, but their marketing and client communication were too broad and general.

They wanted to speak more clearly to their different client groups and build stronger relationships.
They also wanted to make their marketing smarter and more personal — without adding big teams or big costs.

We helped them do this through clear segmentation, better messaging, website updates,
CRM improvements, and the smart use of AI..

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 the Client Base

    We created clear client segments based on profession and lifestyle:

    Elite Athletes: Footballers, rugby players, golfers, cricketers.

    HNWIs: Pilots, expats, business owners, investors.

    This helped the team create better, more personal messaging for each group.

  • 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.

    Redesigned the Website

    We revamped the website to speak directly to each client segment.

    Example pages:

    Footballers: Showed how they could save on international transfers.

    Pilots: Focused on their needs (paid in different currencies, constant travel).

    The new pages improved trust, clarity, and conversion.

  • 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 CRM and Retention Marketing

    We connected the CRM to live currency data. This allowed us to send:

    Personalised weekly emails with updates on each client’s main currency pair.

    Clear, useful market insights.

    Simple calls to action — making it easy for clients to act.

    These emails kept Elite FX top of mind and built trust.

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

    Used AI for Personalised Content

    We built an AI-driven system to write clear, personalised emails based on:

    Each client’s currency activity.

    Current market trends.

    Client preferences.

    This increased open and reply rates while saving the team lots of manual work.

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

    Targeted New Clients on LinkedIn

    We ran targeted LinkedIn outreach to attract:

    Pilots: Sent personal messages + link to a dedicated page.

    Expats in the Middle East: Same approach.

    After onboarding, we used client testimonials to strengthen future marketing.

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

    Improved Mobile User Experience

    Many clients use mobile devices. We recorded mobile usability issues on the trading platform and shared this with the software provider. They made the needed improvements.

    Result: Better mobile experience, happier clients.

  • 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 created a full client journey map — from first contact to first trade.

    We added automation where possible to:

    Improve onboarding.

    Make the experience smoother.

    Free up the team to focus on service.

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

    Created Segment-Specific Sales Materials

    We built clear, simple sales decks and PDFs for each key segment.

    These:

    Spoke to each group’s needs.

    Showed how Elite FX solves their problems.

    Shared real client success stories.

    These materials helped convert more leads into clients.

Contact us

Zoho CRM Setup for Real Business Needs.

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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.”

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Results & Impact

  • Website more targeted → higher engagement and conversion.

  • More personalised emails → better retention and trust.

  • Faster onboarding → more clients completing their first trade.

  • New audiences (pilots, expats) attracted and converted.

  • Smarter CRM → less manual work for the team.

  • Improved mobile experience → happier clients. .

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Why It Matters.

In businesses like Elite FX, trust and relevance matter.
If you speak too broadly, clients lose interest. If you speak directly to their needs — in language they understand — they engage, trust, and act.

You don’t need huge teams to do this. With smart strategy and the right tools, small businesses can deliver big results.

Experience.

Explore more.

Want to build better marketing and stronger client journeys?

Contact us. We can help.