The philosophy behind Flight to Quality
Quality content is making
a comeback
So what do you want investors to know you for?
Why I started Flight to Quality
A couple of years ago, I was fed up with where the investment industry was headed.
AI was everywhere, and some of the clients I worked with had moved me from writing their content to rewriting their AI-written content. That wasn't what I wanted to spend my time doing.
What frustrated me most was this. Everywhere I've worked, firms are sitting on a goldmine of ideas that never see the light of day. The sharpest people, the ones with the opinions and the insight, don't have the time, the headspace or the support to get those thoughts down and out the door. And AI hasn't helped them. They're busier than ever, while their firms push out more content that sounds like everyone else's.
So instead of joining the race to the bottom, I wanted to build something different. Flight to Quality works with a small number of investment firms that have something to say, are prepared to swim against the tide, and believe their investors will appreciate them for it.
Head writer and founder
I’m Kevin Dowling. I had my first newspaper byline at 16, a travel insurance feature in the Money section of the Daily Mirror. I’ve been writing about money, how to save it, how to invest it and how to earn it, ever since. I live in Cambridgeshire with Nicole, our dog Ruby (who gets more likes on LinkedIn than I do), and three cats who refuse to be named on social media. I once wrote a review for a car I’d never driven. I didn’t even have my licence. My favourite rapper? MF DOOM, of course; he had an irrepressible way with words.
After Salford University, I joined the IFA Association, and by 23 I was editor of IFA Magazine, a monthly with a readership of 20,000 advisers. My later roles include Marketing Copywriter at Janus Henderson (where I got my IMC qualification), Investment Writer at Octopus Investments, Head of Product Marketing at Legg Mason, and Head of Content at Octopus Group. I went into business for myself in 2020, and I’ve been privileged to have ghost-written for some exceptional people, including those I can’t list for contractual reasons. My work has appeared in the Financial Times, Money Observer, City AM, Professional Pensions, Financial Adviser, Money Marketing, Investment Adviser, Citywire and What Investment, to name just a few.
More than one writer
Flight to Quality is writer-led, not writer-only. When a project needs more, we bring in additional expertise, including specialist writers, designers, event planners and branding people we’ve worked with for years and trust completely.
That means you get senior judgement on everything, without the cost of an in-house team or an agency's overheads. And it means you're never waiting on one person to get things over the line.
The way we work is simple. We get to know your business, sit down with the people who have the ideas, and turn what they know into content that sounds like you. Most of the best material is inside the heads of people too busy to write it down. Our job is to mine it. Having spent years interviewing company founders, senior stakeholders and subject experts, we know a half-hour conversation can yield a shed-load of content opportunities.
Our support, your voice
There are plenty of people out there who still recognise and value good writing, and who want their firm to stand out by earning the trust of their investors.
If that sounds like where you are right now, let’s talk.
Investment content that’s unmistakably yours.