Positioning and content strategy for a research-driven investment firm

Founded by Bridgewater alumni, M31 Capital had a sharp instinct for how it wanted to invest: research first, ahead of consensus. But the outside world still read it as a crypto fund, and the partners were struggling to articulate the bigger idea, even to themselves. Brought in by the deep-tech agency Haus, we were asked to define where M31 sits among other tech funds, and to decide which of its many audiences (LPs, founders, the wider frontier ecosystem) to speak to first.

We ran the work in three phases. First, insights: stakeholder interviews with the partners, a competitive review of tech funds, and reference points well outside venture, from RAND to the Santa Fe Institute. Then strategy: we pressure-tested more than a dozen category names before recommending one, and built a stack of positioning, audience-specific value propositions, three messaging pillars, and a proof architecture showing where M31's credibility was already strong and where it still had to be earned. Finally, content: we translated the pillars into editorial territories, recurring themes, three launch formats, and a 12-week calendar for the site, LinkedIn, and X.

M31 adopted the positioning and began publishing on the strategy. The firm now has a single story that holds for investors, founders, and the public alike, plus the tools to keep it straight: a simple filter that tests every idea against an audience, a pillar, and a proof point, and three repeatable formats (opinion pieces, single-signal research briefs, and case studies) that give the partners' thinking a regular, recognizable home.