On Brand: How private equity GPs have become image conscious, and what they’re still doing wrong

With liquidity constrained and fund commitments hard won, GPs are more than ever looking to stay relevant against their competitors to attract new capital. Matthew Craig-Greene, industry veteran and founder of London-based private equity advisory Wagtails, explains how data driven research can bring a fresh perspective to GP-LP communications, as well as offering insights on branding, specialisation and the two key characteristics of a good fundraise.