North appoints Green Hat to accelerate its customer-first, data-driven B2B strategy.

North — AMP’s market-leading super and retirement platform — has appointed specialist independent B2B agency Green Hat to devise and drive its business-to-business media strategy, following a competitive pitch process (announced December 10, 2025).

The partnership marks the next step in North’s mission to strengthen engagement and build deeper connections with financial advisers and other key partners — with a sharp focus on smarter journeys, sharper targeting, and measurable outcomes.

Turning complexity into clarity (and momentum)

Financial advice ecosystems are complex by nature: multiple stakeholders, long consideration cycles, high trust requirements, and a constant need to communicate value with precision.

That’s exactly where Green Hat will lean in — working closely with North to map the end-to-end customer journey, identify the moments that matter, and deliver targeted communications that help deepen relationships and drive growth.

The remit includes:

• Digital customer journey mapping to pinpoint key interactions and friction points
• Account-Based Marketing (ABM) to support high-value adviser engagement
• GEO to help North stay discoverable as search behaviour evolves

A partnership built for precision

Lauren Purcell, Head of Marketing at North, said the collaboration reflects North’s commitment to innovation and customer-centric communication.

"Partnering with Green Hat allows us to combine strategic insight with precision media execution. Their experience in connecting complex B2B ecosystems will be invaluable as we continue to evolve how we engage with advisers and empower them to drive growth, for their clients and in their practice."

Green Hat Managing Director Stuart Jaffray said the team is energised by the opportunity to support North’s next phase of transformation.

"North is a respected leader with a clear vision of how they can champion the future of advice. We’re thrilled to be part of that evolution — using data, creativity, and technology to map a truly integrated customer journey and deliver meaningful, measurable impact across their ecosystem."

A strong signal for what’s next

For Green Hat, the appointment also reinforces continued momentum across APAC — another strategic win that underscores the agency’s focus on modern B2B: data-led, experience-driven, and built to perform.