Case study · Wealth management
1,200 replies in 30 days for Morgan Stanley wealth management
A full infrastructure and strategy rebuild turned a 15-person team's 75,000 contacts into a live pipeline in one month.
The client
Morgan Stanley's wealth management division ran a 15-person outbound team targeting recently funded founders at Series B through F, high-net-worth people who had raised in the last four years and needed sophisticated wealth solutions.
The challenge
Despite a base of about 75,000 leads, the team was getting almost no replies. The sending setup was underperforming, the copy was not landing with founder-level buyers, and the ideal-customer definition was too broad to drive engagement. A large team was going to market without a system built to win at that scale.
What we did
This was a full rebuild of the foundation the whole team works from, not a managed send.
Rebuilt the infrastructure
Audited and rebuilt the cold email setup from the ground up: domains, inbox configuration, warm-up, and deliverability.
Rewrote the copy
Rewrote the full email suite for the department: sequences, subject lines, follow-ups, and re-engagement templates.
Tightened the targeting
Narrowed the ideal-customer definition to Series B-F founders with funding activity in the last four years.
Built one playbook for the team
Documented the outbound system all 15 reps run from, and re-engaged dormant CRM contacts alongside net-new outreach.
Reply rate
About 1.6% across roughly 75,000 contacts, strong for a list of that size and seniority.
Proof: client feedback
Email confirming immediate impact after the new system went live, February 12, 2025.
"Fantastic news, I'm so happy to hear the new emails are having immediate impact. Copying Dietrick so he can enjoy the news too."
Client feedback · Morgan Stanley wealth management · February 2025
The takeaway
The team did not need more activity. They needed the right foundation: the right infrastructure, the right copy, and the right targeting. When all three lined up, 75,000 contacts became a live pipeline in 30 days.
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