Strategy & positioning
Where your firm sits in a crowded, sceptical market, and the single idea that makes you the safe choice the moment a cautious buyer starts looking.
Marketing strategy · international financial & professional services
Marketing that compliance signs off first time·
We build the strategy and the client-acquisition engine for regulated firms — the financial and professional-services businesses whose clients have to trust them before they pick up the phone. Designed compliant from the ground up, so the work clears review first time rather than after a fight.
20+
years in regulated markets
100k+
visitors / month at peak · Expatra
1000s
qualified leads generated
What we do
A marketing engine, not a campaign
Most firms in regulated markets are sold tactics. We build the system underneath: the positioning, the channels that compound, and the compliant measurement that proves a cautious enquiry became a signed client.
Client acquisition
The partner networks, insights and referral routes that bring the right enquiries to the door — built to compound rather than to spike and stop.
Compliant paid & data
Large-scale paid campaigns and the measurement behind them — tracking, consent and attribution built to UK and EU rules, so it passes review the first time.
The studio
A senior team, deliberately small
Two people, presenting as one tightly-run consultancy. The pairing is the point: strategy designed to convert, and the compliant measurement to prove it — the range of a senior team, without handing your brand to a generalist agency that learns your market on your budget.
Andy Williamson
Strategy & client acquisition
I lead the marketing strategy and the client-acquisition engine. Twenty years building marketing for regulated, cross-border financial and expat-facing businesses. I co-founded a cross-border financial advisory in 2007 and built its marketing from launch, and grew Expatra.com past 100,000 visitors a month.
Certified Investment Migration Practitioner
BCS Practitioner Certificate in Data Protection
linkedin.com/in/awilliamson-uk
Read more about Andy → BCS Practitioner Certificate in Data Protection
linkedin.com/in/awilliamson-uk
Ola Degteva
Large-scale paid · compliant data
Ola leads large-scale paid campaigns for major brands, and the compliant data behind them: the tracking architecture, consent management and attribution built to UK and EU rules. It is the depth that turns a strategy into measured results that hold up to scrutiny.
BCS Practitioner Certificate in Data Protection
Paid media at scale · GDPR & PECR by design
linkedin.com/in/odegteva
Read more about Ola → Paid media at scale · GDPR & PECR by design
linkedin.com/in/odegteva
Two senior specialists behind every engagement — strategy and compliant data, with no account layer in between. andy@penby.co.uk · ola@penby.co.uk
Why Penby
Built for firms that win business on trust
01
Compliance by design
We design the work to clear review first time — claims, data handling and consent built in from the brief, not bolted on after a fight with the compliance team.
02
Built for cautious, cross-border audiences
Regulated, trust-dependent buyers behave differently. Twenty years marketing to expat and cross-border financial audiences means we know what earns their trust and what loses it.
03
Senior, not a generalist agency
You work directly with the people doing the thinking. No account layer, no junior team learning your market on your budget — two senior specialists, across both strategy and data.
Track record
Brands Andy has built marketing and acquisition for, or advertised across, over twenty years in regulated markets:
Lloyds International HSBC Expat Cigna XE.com Wise International Citizens Insurance
Contact
Start a conversation
If your firm wins business on trust and needs more clients without more risk, let’s talk. No pitch deck, no pressure — just a clear first reply.