National Financial Partners

As it approached its IPO filing, National Financial Partners seemed to have it all: an impressive track record of growth, an innovative business model and a mediagenic leader in Jessica Bibliowicz, daughter of financial legend and Citigroup CEO Sandy Weill.

Yet all was not as promising as it seemed. The IPO market began to slump. Bibliowicz’s credentials and family relationships threatened to become a liability. And, most problematic of all, the company’s business model began to be viewed as a “roll up,” a financial scheme discredited on Wall Street. A full two years before its IPO, NFP retained Makovsky + Company. Our mission was clear: chart a clear path to a successful public offering.

To build awareness of NFP as a corporate entity as well as for its individual partner firms, we turned to major national business and financial trade publications. Makovsky secured NFP profiles in top-tier publications like U.S. News & World Report, Investment News, and Financial Advisor. These articles successfully positioned Bibliowicz as not only a thought-leader, but also as one of the most powerful women on Wall Street. In addition, coverage by the trade media facilitated NFP’s acquisition of additional firms.

To facilitate a smooth transition to public company status, Makovsky helped formulate corporate policies and conducted media and presentation training for a number of NFP’s executive management.

Mission accomplished. Launched on September 18, 2003, the National Financial Partners offering was priced at the high end of the expected range ($21-$23), and set a number of 52-week highs in the ensuing months. Makovsky continued as its counsel for six years covering both crisis issues as well as ongoing marketing.