“I’ve had the pleasure of working with Uncommon on two long form reports over the last 12 months. From research to collaborating on final drafts, their focus and dedication to our needs made the process seamless from start to finish.
Working on long form content, especially with someone outside of the organisation can often be challenging however Uncommon’s proactive approach made the process a really exciting and engaging experience.
Most importantly, our writer was an excellent communicator and extremely organised which is testament to the ease of the projects we have worked on.”
– Ele Ward, Fractional CMO, Ctrl Alt
1. Introduction & Background: Setting the Stage
When Ctrl Alt approached us, they were facing one of our favourite kinds of challenges: they needed to make a complicated topic clear, easy to understand, and they needed to tell good stories about the relevance of this complicated topic to their human readers.
As a fintech company specialising in tokenisation and alternative assets, Ctrl Alt needed to communicate their offerings to an audience that didn’t always fully understand tokenisation; what it meant, how it worked, and what the benefits of it are. We love these problems. These are the problems we solve.
Ctrl Alt excels at creating genuinely boundary-pushing solutions for asset managers. Their challenge was in presenting these solutions in a way that would make sense to key decision-makers in finance and show clear links between 1) tokenisation, and, 2) solutions to some of the major upcoming challenges in finance over the next decade.
The core problem? Tokenisation is new, complex, and even highly knowledgeable investors and finance professionals can struggle to grasp it fully. Ctrl Alt wanted to position themselves as a trusted partner for asset managers looking to offer tokenised fractional investments to their clients. To do that, they needed a white paper that would explain tokenisation clearly, demonstrate its potential, and position Ctrl Alt as the go-to expert.
That’s where we came in. Our role was to use our expertise in alternative assets to research and create a white paper—The Future of Tokenisation—that would simplify tokenisation while showcasing Ctrl Alt as a leader in the space.
The objective was to bridge the gap between technical complexity and the real-world business benefits of tokenisation, making Ctrl Alt’s value clear to their audience.
2. Identifying Key Pain Points: What Problems Did We Solve?
Ctrl Alt had a clear goal—make tokenisation easy to understand and show asset managers that it is set to be a major part of the future of fintech. However, they faced two core challenges:
Problem 1: Complexity of Tokenisation
Tokenisation, while a game-changer, is difficult for a lot of people in the finance world to grasp. Even experienced investors can find it challenging to understand how tokenising assets, like real estate or private equity funds, can drive tangible business outcomes.
Ctrl Alt needed to break down these complexities and present tokenisation in a way that demonstrated its potential for portfolio diversification, expanded access, and liquidity.
Problem 2: Positioning as a Thought Leader
Ctrl Alt wanted to position themselves as the expert partner in tokenisation. The data and the general consensus in the finance space is that tokenisation looks set to become a huge, if not ubiquitous part of finance in the near future, much like how open banking has become a fundamental part of finance today.
To do this, they needed to show that tokenisation isn’t just a buzzword but a critical part of the future of finance. They needed to explain the long-term value of tokenisation and demonstrate how they could help asset managers capitalise on it today.
3. Process & Approach: How We Solved the Problem
When we began working with Ctrl Alt, we set out to thoroughly understand both their offerings and the needs of their audience.
Here’s how we approached the project step-by-step:
Step 1: Discovery and Research
We started by holding in-depth discovery sessions with Ctrl Alt’s team. These sessions helped us understand their technology, how they use Special Purpose Vehicles (SPVs) to tokenise assets, and their specific challenges in reaching asset managers. Simultaneously, we drew on our expertise in alternative assets to analyse the specific needs of Ctrl Alt’s audience—asset managers looking for novel, valuable ways to offer fractional investments to their investors.
During these discussions, Ctrl Alt highlighted the importance of positioning tokenisation as a future-defining innovation in the fintech space.
We knew that to succeed, the white paper had to present tokenisation as both accessible and revolutionary, aligning with the strategic goals of asset managers and banks.
Step 2: Simplifying Complex Concepts
Once we had a deep understanding of Ctrl Alt’s offerings, we focused on simplifying the complexities of tokenisation. Rather than diving into technical jargon, we translated the core benefits of tokenisation into clear, practical terms.
We spent a lot of time and effort breaking down the complex concept of tokenisation, making it more accessible to a broad audience, even those unfamiliar with the technical aspects of blockchain. The whitepaper presents tokenisation as a natural evolution in fintech, similar to the rise of open banking.
We explained how tokenised fractional ownership of assets could transform fund management, making traditionally illiquid assets like real estate or green energy (projects that Ctrl Alt were offering access to) projects more accessible.
We used clear language and real-world examples to show how tokenisation could increase liquidity and attract a broader range of investors.
Step 3: Positioning Ctrl Alt as a Trusted Partner
To position Ctrl Alt as a leader in tokenisation, we structured the white paper around the future of tokenisation in fintech.
We emphasised how tokenisation could be as transformative as open banking and demonstrated how Ctrl Alt could guide asset managers through the complexities of implementing tokenisation strategies for the long term.
The white paper framed Ctrl Alt not just as a provider of tokenisation technology, but as a strategic business partner who could help asset managers leverage this technology to meet their clients’ needs for long term success.
Step 4: Collaboration for Precision
Throughout the process, we worked closely with Ctrl Alt to ensure the content was both technically accurate and strategically aligned.
This collaboration meant the final white paper struck the right balance between clarity and technical depth, making tokenisation understandable without losing sight of Ctrl Alt’s expertise.
4. Showcase Real Solutions
To make the white paper impactful, we showcased real-world scenarios that demonstrated the value of tokenisation.
Here’s how we used practical examples to highlight Ctrl Alt’s solutions:
Example 1: Increasing Liquidity for Traditionally Illiquid Assets
We explained how tokenisation could transform traditionally illiquid assets like real estate into tradable digital tokens.
By allowing fractional ownership, Ctrl Alt’s solution makes these assets more accessible to a broader range of investors. For asset managers, this meant offering clients new investment opportunities that were previously out of reach.
Example 2: Lowering Barriers to Entry for High-Net-Worth Investors
We showed how Ctrl Alt’s tokenisation platform could lower the minimum investment thresholds, allowing HNWIs to invest in assets like private equity or green energy projects. This opened up new opportunities for investors and positioned Ctrl Alt as a pioneer in democratising access to alternative assets.
Example 3: Simplifying Compliance and Transparency
Through Ctrl Alt’s use of SPVs and blockchain technology, we highlighted how tokenisation could simplify compliance reporting and provide greater transparency. This was a key selling point for asset managers concerned with regulatory requirements. It underscores the role of blockchain and SPVs in ensuring that tokenised assets comply with existing regulations, which is critical for gaining trust from financial institutions and investors
5. Lessons Learned & Takeaways
Working on The Future of Tokenisation with Ctrl Alt provided key insights:
- Clarity is Key: Even the most revolutionary technology needs to be explained in a way that non-technical audiences can understand. Simplifying tokenisation without losing its value was critical to the success of the white paper.
- Positioning Matters: Positioning Ctrl Alt as not just a tech provider but a strategic partner was essential to showcasing their expertise and attracting asset managers.
- Collaboration Ensures Precision: Regular feedback sessions with Ctrl Alt’s team helped ensure that the white paper was both technically accurate and aligned with their business goals.
6. How You Can Work With Me
This case study highlights how we helped Ctrl Alt position themselves as a leader in the tokenisation space by simplifying complex concepts and delivering clear business value. If you’re looking to translate your technical offerings into impactful content that resonates with your target audience, we might work well together.
we specialise in creating content that turns complex financial concepts into clear, actionable insights that speak directly to decision-makers. Whether it’s whitepapers, case studies, or full-scale content marketing campaigns, we can help you communicate your value to the people who matter most.