Branding Edge has announced the launch of a new digital content vertical titled 'TMI', which will focus on developing original content IPs around capital markets and healthcare. The vertical is designed to create clear and accessible digital content for retail audiences, addressing sectors that are becoming increasingly relevant to everyday decision-making.
According to the company, the initiative responds to a growing gap between the availability of information and the lack of context required to understand complex areas such as stock markets, corporate actions, medicines, healthcare innovation, and regulation. While content volume in these categories has increased, Branding Edge noted that clarity and perspective often remain missing. The new vertical has been set up to address this through structured, explanatory storytelling.
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Branding Edge plans to launch its first proprietary content IP in February, centred on capital markets from a retail investor perspective. During the first year, the digital content vertical will primarily focus on capital markets and healthcare, with editorial formats aimed at explaining how these sectors function, why they matter, and how developments within them affect individuals and consumers.
Commenting on the launch, Rahul Tekwani, Founder & Managing Partner, Branding Edge, said, “Capital markets and healthcare touch people’s lives more directly than ever before, yet both remain difficult to understand for most audiences. At the same time, video-led content which should have brought clarity has increasingly turned into noise and performance, often losing authenticity in the process. Our intent is to change that positioning by slowing things down, restoring context, and using video and digital formats to explain rather than sensationalise. The first IP launching in February is a starting point for that shift.”
Rather than focusing on trend-driven or short-term engagement formats, the company stated that the emphasis will be on explainers, conversations, and narrative-led content designed for longer relevance. The formats will aim to unpack headlines, simplify jargon, and provide context without oversimplification or sensationalism.
Content under the TMI vertical will be distributed through a mix of owned digital platforms, podcasts, video formats, and selective digital partnerships, depending on the audience and nature of each IP. Branding Edge described the initiative as part of a broader effort to use content as a tool for public understanding and sustained engagement, rather than promotional communication.
