The campaign, which aims to highlight Scotland’s unique strengths as a global financial centre, was launched at Scottish Parliament on 6 September at a reception attended by MSPs and industry leaders, with support from Scottish Development International and the Department of International Trade.

The prospectus is now available online as part of a new digital campaign section on SFE’s website. Complementing this will be a variety of digital assets including animations and graphics aimed at furthering reach and engagement with the campaign and targeting international investors.

Scotland was once again named the UK’s premier inward investment location for financial services outside of London in EY’s annual Attractiveness Survey this year, while retaining its position as the UK’s second largest financial centre in The City UK’s latest ‘Enabling Growth Across the UK’.

The campaign seeks to build on these recent successes by securing even greater investment, highlighting the unique strengths that set the Scottish industry apart from key competitors, including:

• The depth, breadth and maturity of Scottish finance, which benefits from 300 years of experience and strengths across every sub-sector
• Scotland’s abundance of talent and strong record of innovation, highlighted by its world-class universities and burgeoning fintech sector
• The quality and value of Scotland’s business landscape, which benefits from our accessible cities, vibrant culture, high standards of living, and relatively low cost-base

The campaign is part of SFE’s broader focus on economic growth. The driving force behind this will be a new sector growth strategy, launched at annual Scottish Financial Services Awards on 26 October. The strategy will form the backbone of SFE’s approach to growing the sector in Scotland, allowing us to better leverage our core strengths, communicate our value to society and advocate for policies which enable us to grow sustainably and create high value jobs for the future.

Sandy Begbie CBE, chief executive, Scottish Financial Enterprise, said: “Scotland’s financial services industry has distinctive heritage, and through continued innovation, collaboration and investment, we are still shaping the future to this day, contributing around £14.3 billion to the Scottish economy and directly employing tens of thousands of people across the country.

“From Scotland to the World is about getting that message out to key investors around the world, bringing them in to be a part of our unique story, supporting our future growth and theirs. The digital activation of the campaign will help to bring this story to life and reach new global audiences.”

Deputy First Minister Shona Robison said: “Scotland’s financial services industry makes a significant contribution to our economy and its strength in attracting investment is to be celebrated.

“I’m pleased to see recent successes being built on through this campaign.

“By emphasising the innovation we’ve seen in Scotland in areas such as fintech and data, there is an exciting opportunity for the sector to continue building success, investment and employment.”

UK government minister for Scotland and exports Malcolm Offord said: “This campaign from Scottish Financial Enterprise underlines our place as a global leader in the finance sector.

“With world-class Scottish universities honing the next generation of talent, financial institutions are drawn to invest here and I’m sure many more will see the clear benefits. Growing our finance sector is a crucial part of our plan to grow the economy.”