A set of brochures and one-pagers — one per product line — that gave the sales team a consistent way to explain "Vertical AI" to Front Office, Middle Office and Controls buyers, and to draw a clear line between intellimation.ai and general-purpose GenAI tools.
intellimation.ai's Vertical AI platform spans four distinct product lines — a general Data-Aware AI overview, Structured Products, Direct Lending, and Prime Brokerage & Collateral Management — each sold into a different desk, with a different buyer and a different set of pain points. The sales team had strong product knowledge but no written collateral to leave behind after a meeting, attach to a follow-up email, or hand out on a conference stand.
At the same time, "AI" was becoming a crowded word in financial services. Every vendor had a GenAI story. The collateral needed to do two jobs at once: explain what each product line actually does, and make the case for why purpose-built "Vertical AI" beats a general-purpose model bolted onto a bank's data.
Produce a brochure / one-pager for each of: Vertical AI Overview (Data-Aware AI), Structured Products, Direct Lending, and Prime Brokerage & Collateral Management.
Give every piece of collateral the same underlying positioning, so a prospect reading any one of the four immediately understands the platform-wide story.
Write each brochure from the point of view of the desk that would actually read it — Front Office, Middle Office, Operations or Controls — not generic "enterprise AI" copy.
I worked with the product and leadership team — including Chetan Joshi (Director of Pre & Post Trade Products) — to translate technical product detail into externally-facing copy. For each brochure I researched the relevant market context, drafted the narrative structure and copy, ran review cycles with subject-matter experts to check accuracy, and worked through formatting and layout so each piece was ready for the sales team to use in meetings, follow-up emails, and at industry events — including the conferences covered in Case Study 03.
Every brochure followed the same underlying structure — problem, why general-purpose AI falls short, how Vertical AI solves it, proof points, call to action — but the problem and the proof points changed completely depending on the audience.
The "front door" brochure. Establishes the core distinction: Data-Aware AI understands financial documents and workflows out of the box, where general GenAI needs constant prompting and correction.
Aimed at structuring and documentation teams. Frames the brochure around the scale of the problem — a market measured in trillions, drowning in unstructured term sheets — and positions automated extraction as the fix.
Written for origination, servicing and compliance teams. Focuses on the operational drag of manual document review across the loan lifecycle, and how Vertical AI compresses it.
Targets Middle Office, Operations and Controls. Leads with regulatory and reconciliation pain points — the same territory covered on stage at the Collateral Management Summit.
"Vertical AI vs. general-purpose GenAI" — every brochure makes this distinction in its own language, for its own audience, but the underlying argument never changes.
Before writing any single brochure, I drafted the shared "Vertical AI vs. GenAI" narrative framework — the core argument, language and proof points every product-line piece would draw from. This kept the four brochures consistent without making them repetitive.
For each brochure, I opened with the specific operational pain point that desk would recognise — reconciliation breaks, manual term-sheet review, slow loan origination — before introducing the product as the answer.
Ran each draft past the relevant product owners to check technical accuracy, then refined the language so it stayed accessible to a commercial reader rather than only an engineer.
Worked through formatting so each brochure matched the company's visual identity, then finalised the four pieces as the brochure library published on intellimation.ai and used directly by the sales team in outbound and at events.
Mockups recreating the structure of two of the four product-line pieces.
Opens by contrasting a general-purpose model's blind spots with a platform trained on financial workflows from day one — the foundational piece every other brochure builds on.
Leads with regulatory and reconciliation pressure, then walks Operations and Controls readers through how Vertical AI removes manual matching work — the brochure most directly tied to the Collateral Management Summit.
Persona-specific problem
Vertical AI vs. GenAI
Product walkthrough & proof points
Call to action / demo
These pieces don't have LinkedIn-style analytics — their value shows up in how the sales team used them.
Overview, Structured Products, Direct Lending, Prime Brokerage & Collateral Management
"Vertical AI vs. GenAI" — reused across collateral, LinkedIn and events
Front Office, Middle/Back Office & Operations, Controls & Compliance
SRP Europe & the Collateral Management Summit — see Case Study 03
Drafting the shared "Vertical AI vs. GenAI" narrative first — before any individual brochure — saved a lot of rework. Every later piece could borrow language instead of reinventing the argument.
The brochures that opened with a pain point the reader would immediately recognise (reconciliation breaks, manual term-sheet review) felt noticeably sharper than generic "AI for finance" framing.
Because the same proof points and positioning fed both this collateral and the LinkedIn content in Case Study 01, the two channels reinforced each other. Next time I'd plan both workstreams together from day one rather than in sequence.
With more time, I'd set up a short structured feedback loop with the sales team after each brochure went into use — which pages they actually showed prospects, and which lines landed — to refine future versions.