James Hetherington
Content Strategist @Rhotic Media
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WORK HISTORY
Content Strategist @Rhotic Media
EDUCATION
Worcester Sixth Form College
A-level Geography, Psychology and History
The Open University
Marketing, Finance, and Linguistics
SKILLS
ABOUT JAMES HETHERINGTON
Now working as a Content Strategist at Rhotic Media.Previous experience:I wrote articles and developed content strategies on investing, pensions and fintech topics, focusing on building trust in financial products-Content series (articles, emails) on encouraging self-employed people to save for retirement (just 18% of whom were saving into a pension in 2025). See my latest piece for The Independent: Rebranding retirement to encourage more people to save consistently for their pensions. See my latest piece for The Independent: Sustainable investing and greenwashing- Investing in crypto and precious metals to diversify investment portfolios- How financial services firms can leverage AI tools to align their messaging with customer motivations and goals, in line with the FCA\'s Targeted Support recommendations- The impact of information asymmetry on intergenerational wealth transfers.I help fintech and financial services companies improve their messaging and ROI by creating content that speaks directly to your audience’s fears, frustrations and aspirations.Recent topics I’ve written about:B2C:ISAs, JISAs, LISAs, pensions, ETFs, ESG investing, crypto, AI, blockchain, robo-advice, real estate investments, investment trusts, tokenisation, and moreB2B:DLT in bond market infrastructure, LSE listing regime ESG & greenwashing, Brexit’s ongoing impact on fintech & trade, SaaS, productivity gaps in UK financial servicesWho I’ve worked with:The Independent, Penfold, Tide, Boring Money, the Chartered Institute of Taxation, Edgefolio, FTSE 100 companies (agency side), other trade bodies and publications. I regularly interview C-level executives, fintech founders and investors to produce authentic content that people can trust.I also offer support with AI prompting and iterative refinement to help teams boost efficiency and insight.(But I still write my content!)I\'m always open to new opportunities, whether you need help with a one-off project or a long-term business partner.
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