The role that direct-to-investor (D2I) marketing plays in investor relations (IR) strategies.

Investor relations has always been about trust. But how that trust is built has changed.

Today, investors expect faster access to information, clearer explanations, and more direct communication from the companies they invest in. At the same time, IR teams are being asked to do more with fewer resources, while engaging a broader and more diverse shareholder base.

This is where direct-to-investor (D2I) marketing has become an increasingly important part of modern investor relations.

What is direct-to-investor (D2I) marketing?

D2I marketing is exactly what it sounds like: communicating directly with investors, rather than relying solely on intermediaries like brokers, analysts, or media to carry your message.

In practice, that means companies using their own digital channels — such as their investor hub, email updates, webcasts, and announcements — to explain what they’re doing, why it matters, and what’s coming next.

It doesn’t replace traditional IR. It strengthens it.

Why D2I matters more now than ever

The investor audience has changed.

Retail investors now make up a meaningful share of many registers. Institutional investors are spread thinner across more companies. And everyone consumes information digitally, often in short bursts.

Relying on a handful of touchpoints each year is no longer enough. D2I marketing helps companies stay visible and accessible between results and capital events — without increasing noise.

How D2I fits alongside traditional IR

The best D2I strategies don’t sit off to the side. They’re built into existing IR workflows.

A clearer source of truth

A well-maintained investor hub becomes the centre of gravity for communication. It gives investors a place to catch up, understand context, and find answers without chasing information across multiple platforms.

More relevant communication

D2I allows companies to explain announcements in plain language, provide follow-up context, and clarify what’s changed — not just publish formal disclosures and move on.

More inclusive engagement

Traditional IR has often focused on the top end of the register. D2I makes it possible to engage shareholders at every level, not just the largest holders.

How D2I strengthens investor engagement

When done well, D2I marketing improves IR outcomes in a few important ways.

Better access and transparency

Direct communication reduces reliance on third parties to interpret your story. Investors hear it from you, in your words, when it matters.

That transparency builds confidence — especially during periods of uncertainty.

Stronger, more consistent engagement

Regular, direct updates keep investors connected to progress over time, not just at reporting milestones. Even short updates help reinforce trust when they’re clear and honest.

More efficient communication

Digital D2I channels are faster and more cost-effective than traditional approaches, allowing IR teams to reach more investors without significantly increasing workload.

Real-world examples of D2I in action

D2I marketing isn’t theoretical. Many listed companies are already using it to improve outcomes.

4DS Memory Ltd

4DS Memory used a more proactive, direct approach to investor communication to improve the consistency and clarity of its company newsflow. By engaging investors directly through digital channels, the company increased awareness of key developments and maintained stronger engagement across its shareholder base.

Suvo Strategic Minerals

Suvo Strategic Minerals used D2I marketing to communicate directly with existing shareholders during a share purchase plan. Clear, targeted communication helped drive strong participation, resulting in an oversubscribed raise and reinforcing shareholder support.

In both cases, the outcomes weren’t driven by hype — they were driven by clarity, timing, and access.

Common concerns about D2I (and why they’re manageable)

Some companies worry that D2I marketing adds risk or complexity. In reality, most challenges come down to execution.

• Regulatory concerns: Clear, compliant communication can still be plain-English.

• Information overload: D2I works best when it’s selective, not constant.

• Internal resourcing: Digital tools often reduce manual effort over time, not increase it.

The key is having a clear strategy and sticking to it.

The bigger picture

D2I marketing isn’t about bypassing brokers or analysts. It’s about balance.

It gives companies more control over how their story is told, ensures investors have access to clear information, and creates a more resilient IR model — especially as markets and expectations continue to shift.

Final thoughts

Direct-to-investor marketing has become a core part of modern investor relations, not an add-on.

For companies willing to communicate clearly, consistently, and directly, D2I helps build stronger relationships with investors and creates a more informed, engaged register over time.