Branding Edge, a strategic brand advisory consultancy, has announced the launch of its new Digital Content vertical titled ‘TMI’, designed to build original and accessible content intellectual properties around capital markets and healthcare, with a clear focus on retail audiences.
The initiative responds to the growing need for simplified, contextual content that helps everyday audiences navigate complex sectors such as stock markets, corporate developments, medicines, healthcare innovation and regulation. While information in these areas is abundant, meaningful interpretation and clarity often remain limited.
According to the company, the Digital Content vertical has been created to address this gap through structured storytelling that prioritises understanding over volume. The focus will be on explaining how these sectors function, why they matter, and what changes within them mean for individuals engaging with them directly or indirectly.
Branding Edge plans to roll out its first proprietary content IP in February, centred on capital markets from the perspective of retail investors. During its first year, the Digital Content vertical will concentrate on capital markets and healthcare, developing IPs that offer long-term relevance rather than short-lived engagement.
Commenting on the launch, Rahul Tekwani, Founder & Managing Partner, Branding Edge, said “Capital markets and healthcare touch people’s lives more directly than ever before, yet both remain difficult to understand for most audiences. At the same time, video-led content — which should have brought clarity — has increasingly turned into noise and performance, often losing authenticity in the process. Our intent is to change that positioning by slowing things down, restoring context, and using video and digital formats to explain rather than sensationalise. The first IP launching in February is a starting point for that shift.”
Instead of following fleeting trends, the vertical will focus on explainers, conversations and narrative-driven formats built for longevity. The content will aim to break down headlines, simplify technical language and offer perspective without diluting complexity or resorting to sensationalism.
The IPs will be distributed across a mix of owned digital channels, podcasts, video formats and select digital partnerships, chosen based on the nature of each property and the audiences it seeks to reach.
