Case · Fractional CPMO · Category · Brand · Go-to-market · Website
ULTI: a 100-year ideafor people who think in quarters.
ULTI is a consortium for institutional investors who plan a century ahead – a category that did not exist before it. Igor Levi worked as its fractional CPMO and led the whole go-to-market line, with the founding team and the Eightception team: audience research, narrative, offering, strategy, copy, brand and the live site.
- Igor's role
- Fractional CPMO, with the founding team
- The build
- From audience research to a live site, as one system
- Live since August 2025
- ultralongterm.org (opens in a new tab)
IThe situation
A new discipline, for an audience that holds new ideas to a very high bar.
ULTI is a consortium and private community for sovereign wealth funds, pension funds, endowments, family offices and development banks. It builds tools, frameworks and shared intelligence for investment horizons of a hundred years and more. The problem it exists to solve: the systems governing trillions of dollars run on quarterly cycles, while the mandates of the people managing that capital are perpetual.
Its founder, Michal Fonea Alexandron, co-developed the global ESG reporting framework with institutional investors at the UN PRI, advises governments, investors and companies on sustainable finance, and teaches MBA students at the Technion. She brought the thesis, the domain depth and the relationships.
This was category creation, not product–market fit. The “product” is a framework, a consortium and an invitation to co-author new standards. The audience – trustees, chief investment officers and family-office managers – guards capital meant to last for generations, and it says yes to a new idea only once the idea has earned it. The goal was never clicks or leads. It was intellectual gravity: an organization rigorous enough that the right people are drawn to it rather than chased by it.
IIIgor's role
The go-to-market lead of a founding team.
Igor worked as ULTI's fractional CPMO. The founding team owned the thesis. Igor owned the line that turns a thesis into a market: who the audience is, what to tell them, what to offer, how to reach them, and the site that says it.
He ran the strategy workshops with the founding team and wrote the go-to-market plan. Under his direction the Eightception team wrote the copy for every page, designed the brand and the site, and took the site live.
Michal and the ULTI team co-created at every stage rather than approving deliverables, and the result carries their domain expertise as much as Igor's method.
IIIHow Igor worked
Invitation, not solicitation.
Build it as one system
Audience research, narrative, offering, go-to-market strategy, website copy, brand identity and the live site were built in one line, each phase resting on the one before it.
Meet the audience's standard
A trustee responsible for a nation's wealth does not sit for a 90-minute customer interview, so the usual playbook – interviews, a funnel, campaigns – was set aside. The audience portraits were built from days of structured workshops with the founding team, who had advised these people and sat in their boardrooms. The result was seven primary and four secondary personas, each mapped by core emotion, fears, the ideas they had already seen come and go, objections and what earns their attention.
Name the enemy
Several narrative angles were worked through – fear, missed opportunity, duty, perspective. The persona work made the answer clear: the core emotion is responsibility, and the frustration is being unable to fulfill it inside an industry built on short-term rhythms. The enemy became “The Tyranny of the Quarter.”
Invite, never chase
This audience responds to an invitation, not a pitch. The go-to-market strategy is a three-phase escalation of credibility: build authority first, offer co-creation second, and only then invite commitment – with a board justification kit that helps an internal champion take the decision to their board.
IVWhat was delivered
From persona to live site.
- Seven primary and four secondary personas – every message written to a reader ULTI can name.
- A narrative platform with a named enemy, The Tyranny of the Quarter – one story the whole consortium can tell – with secondary narratives kept for other audiences.
- A structured offering: four pillars of engagement – exposure and recognition, contribution and thought leadership, access to knowledge, future investments – so an investor can see what joining gives them, plus a roadmap of later offerings.
- A three-phase go-to-market strategy and a customer journey mapped across five stages – a path from first contact to commitment that never reads as a pitch.
- The complete content strategy and copy for every page of the site – the thesis in words an institutional reader takes seriously.
- A brand identity – a letterform logo, a palette drawn from the visual language of currency and a topographic shape language that shows time as layers – that looks as rigorous as the idea.
- Website design for every page, business cards, and templates for presentations and research papers – one recognizable voice across everything ULTI publishes.
- The live site at ultralongterm.org, with analytics in place from the first week.
VThe result
A 100-year idea with a credible shape.
ULTI went to market with what a new category needs to be taken seriously: a defined audience, a story built around a problem that audience already feels, a structured offering, and a brand and site that meet the standard of the people reading them.
The initiative has kept growing since. Michal speaks about its framework to full rooms, including at universities, and ULTI works with design partners – investors who test its principles on their own investments. The audience strategy and the narratives from the engagement are the ones ULTI speaks with, and ultralongterm.org serves as the founder's business card: the place people go to read about ULTI after they have met her or heard her speak.
“ULTI’s 100-year investing vision needed a credible shape. Igor helped us define the audience and offering, then worked with his design team to turn that thinking into a brand and live website. He also gave me the “extra push” to put more substance behind the idea. I’m sincerely thankful for how much he did for ULTI. He was also a pleasure to work with, made sure the concept was right, meticulously honed it and took all my input on board throughout the process. Highly highly recommended!”
How to start
Build the whole line,not seven separate pieces.
Answer a few short questions about where things stand. The conversation ends with the smallest useful next step – or a plain reason it is not Igor.