InMarketing Today

Innovate Finance, whose members include Revolut, Monzo and Zilch, has called on the Treasury to scrap the UK's 0.5 per cent stamp duty on shares entirely, arguing that the three-year listing holiday introduced in the 2025 Budget has not yet produced a wave of new IPOs. The levy raised £4.3bn for HMRC in the past financial year, up 35 per cent on the year before.

The pitch is a lesson in advocacy communications. Rather than lead with a vague complaint about competitiveness, Innovate Finance leads with one hard number and one quotable line: "Now is the time to abolish stamp duty on UK listed shares in entirety." It is blunt and impossible to misread, exactly what a trade body needs when it is trying to move a chancellor rather than win a seminar debate.

Anyone running comms for an industry body or coalition should study the structure: one number, one demand, one line that could run as a headline verbatim. Vague lobbying gets minutes. Specific lobbying gets coverage.

Broadridge has launched DLX, a tokenisation and digital asset infrastructure platform spanning issuance, trading, settlement, custody and distribution across both on-chain and traditional markets. It builds on the firm's existing Distributed Ledger Repo capability, which already processes more than $350bn in daily collateral and securities-financing activity. "Tokenization is increasingly becoming the foundation of more programmable, connected and always-on financial markets," said Horacio Barakat, Broadridge's global head of digital innovation.

The launch is a case study in de-risking an abstract pitch. Rather than sell DLX purely on the promise of tokenisation, Broadridge sells it on the $350bn a day already moving through its existing rails, proof the infrastructure works before anyone has to take the new category on faith.

When you are launching something your buyer cannot yet picture, and most digital-asset infrastructure still falls into that category, lead with what already works at scale and let the new capability inherit that credibility. Vision sells the idea. A track record sells the purchase.

HubSpot's updated guide to AI search optimisation shows how differently ChatGPT and Perplexity behave: Perplexity draws on roughly 10.8 sources per answer and leans heavily on discussion platforms such as LinkedIn and Reddit, while ChatGPT is far more selective at about 3.3 citations per query and favours traditional long-form articles. Only 7.7 per cent of cited URLs appear in both, according to research firm Fan Out.

The pattern that predicts citation either way is content stacked with specifics. Pages quoting named experts drew 4.1 ChatGPT citations on average against 2.4 for pages without, and pages carrying 19 or more data points averaged 5.4 citations against 2.8 for data-light pages, according to SE Ranking's analysis of over 216,000 pages. Generic copy is invisible to a model that already knows the generic version.

Stop optimising for one AI engine and start auditing your best content for named sources, real data points and expert quotes, the same substantiation that has always separated a credible article from a marketing leaflet. Treat ChatGPT and Perplexity as two different channels with two different audiences, not one AI search box.