Why Fundamental Group

Fundamental Group is an integrated media and marketing agency for asset managers and B2B brands, and the home of Fundamental Media, Alphix Solutions, Aureum and Sonar.

We began in 2004 as Fundamental Media, the specialist choice for asset managers needing media planning, buying and audience research from experts who understood the sector.

By 2015, the traditional agency model was in aggressive decline, so we refocused. We built our own dedicated tech team and became a data-driven marketing company with digital innovation at its core.

That same instinct has kept expanding what we offer, from media into marketing technology, consultancy and creative, so we can deliver outcome-led solutions rather than ones bought piecemeal. Today our four specialist divisions share one data foundation, built over 20+ years and sharpened by The Arc, our agentic AI toolkit.