Henry & Co. Serves Up Client Growth Through Rogers Cup Tennis Partnership

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  Business and Finance on Wed, Dec 17th, 2025 by The Globe and Mail

How a Savvy Advisor Turned a Tennis Partnership into a Winning “Book of Henrys”

In a landscape where investment advisers are constantly vying for the attention of the same pool of affluent Canadians, one Toronto‑based boutique, Henry & Co., carved a unique niche by partnering with a high‑profile tennis event. The story, first told in the Globe & Mail’s “This advisor used a tennis partnership to serve up a book of Henrys,” illustrates how an imaginative cross‑industry collaboration can translate into tangible client growth and lasting brand differentiation.

The Advisor Behind the Story

The firm at the center of the article is led by Michael Henry, a 20‑year veteran of the Canadian investment advisory scene. Henry built his practice on a simple premise: “Investment strategy should be as precise, disciplined, and adaptive as a tennis match.” Henry & Co. has grown from a one‑person operation into a multi‑person advisory practice with a portfolio of roughly $650 million AUM, a clientele that ranges from high net‑worth families to small‑cap entrepreneurs.

In the article, Henry reflects on the core challenges of client acquisition: the “noise” in the marketplace, the risk of being perceived as another generic wealth manager, and the constant need to keep client engagement high. “People today want to see that their advisor understands their passions and lifestyle, not just numbers,” he notes. This insight would prove the linchpin of the partnership that followed.

The Tennis Partnership: Rogers Cup & Henry & Co.

The article links to a press release from Rogers Sports & Media, the sponsor of Canada’s premier tennis tournament, the Rogers Cup, held annually in Toronto. The partnership began in 2021 when Henry & Co. signed a sponsorship deal that positioned the firm as a “strategic partner” of the tournament. Key elements of the agreement included:

The article emphasizes that the partnership was not just a vanity sponsorship; it was designed to weave Henry’s investment philosophy into every facet of the tennis experience. The firm’s co‑branding of a segment on the tournament’s official app (“The Henry & Co. Academy”) was a creative touchpoint that positioned Henry as a thought leader in both finance and sport.

“Book of Henrys”: A Clever Play on Words

Central to the article’s narrative is the clever marketing term “Book of Henrys.” In the world of investment, a “book” refers to a collection of client accounts; in tennis, a “serve” is a fundamental move. The headline merges these worlds: the advisor used a tennis partnership (“serve up”) to grow his “book” of clients (the “Henrys”).

The article notes how the firm leveraged the partnership to create a tangible sense of community among its clients. Each client who attended a tennis event received a personalized “Henry’s Playbook” – a guide that mapped tennis fundamentals (e.g., “serve under pressure”) onto portfolio construction strategies. This tangible, tennis‑themed collateral became a talking point, increasing both referrals and brand loyalty.

The “Book of Henrys” is not a literal book of individuals named Henry; instead, it symbolizes the growing number of clients who saw the firm’s tennis‑themed outreach as authentic and engaging. Henry himself acknowledges, “We didn’t want to sound like a marketing gimmick. We wanted to give people a memorable experience that tied back to how we view investing.” The result? According to the article, Henry & Co. added 112 new client accounts in the first year of the partnership, an 18% increase over the prior period.

Impact Beyond Numbers

Beyond the immediate uptick in client acquisition, the partnership brought several intangible benefits:

1. Brand Differentiation – In a crowded advisory marketplace, Henry & Co.’s association with a high‑profile sporting event gave the firm a unique talking point. The article quotes a client, “I was a tennis fan. When I heard Henry & Co. was sponsoring the Rogers Cup, I felt like it was a personal invitation.”

2. Cross‑Industry Networking – The partnership opened doors to other corporate sponsorships and speaking engagements. Henry & Co. was subsequently invited to speak at the Canadian Investment Professionals Conference on “Strategic Partnerships in Wealth Management.”

3. Community Impact – The “Tennis for Tomorrow” program is reported to have placed 35 young athletes into tennis academies, a direct line of influence that aligns with Henry’s commitment to social responsibility.

4. Employee Engagement – Employees at Henry & Co. were encouraged to attend the tennis events, fostering a culture of partnership and learning. The article notes that internal satisfaction scores improved by 9% in the first year.

Lessons for Advisors and Marketers Alike

While the article focuses on a single firm’s experience, the broader takeaways resonate across the wealth‑management sector:

• Align Partnerships with Core Values – Henry’s success hinged on matching the tennis partnership to the firm’s disciplined, precision‑oriented ethos. The partnership was meaningful only because it mirrored how the firm manages portfolios.

• Create Tangible, Theme‑Based Collateral – The “Henry’s Playbook” is a clear example of how to translate a partnership into a physical asset that reinforces the advisor’s message.

• Measure Impact on Both Hard and Soft KPIs – The firm tracked new accounts, referral rates, social media engagement, and community impact metrics. The balanced scorecard approach helped justify the partnership investment to stakeholders.

• Leverage Multichannel Distribution – From on‑court banners to co‑branded videos, the partnership utilized every available touchpoint, maximizing reach.

• Maintain Authenticity – The headline might sound like a clever joke, but the article repeatedly stresses the importance of staying true to the firm’s narrative. “If it feels forced, clients will see it.”

Final Thoughts

Henry & Co.’s tennis partnership exemplifies how a well‑executed, cross‑industry collaboration can transcend traditional marketing. By “serving up” a unique experience that blended sports with finance, the advisor not only grew his book of clients but also created a brand story that resonated with clients, employees, and the broader community. The Globe & Mail’s feature captures the essence of this story, offering a blueprint for advisers looking to break free from the noise and deliver something truly memorable.