Craft & Capital
Craft & Capital is a boutique financial services public relations agency founded in 1996 (as MacMillan Communications) that provides media relations, communications strategy, and content creation to ETF issuers, asset managers, wealth managers, fintech firms, and trading services companies from its New York headquarters.
- Company typePrivate
- Founded1996
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Craft & Capital does
Craft & Capital is a boutique public relations agency specializing in financial services communications, founded in 1996 as MacMillan Communications by Mike MacMillan, one of the earliest practitioners of PR for asset managers. The firm operates from its headquarters in the Flatiron district of New York City, with team members on both U.S. coasts and clients across the U.S., Europe, and Asia. Its service portfolio is built around three core pillars: media relations, communications strategy, and content creation, supplemented by tactical offerings including PR strategy and messaging, media intelligence, thought leadership, executive visibility, media training, podcast content development, social media support, and awards program management.
The firm serves a concentrated set of financial services clients including ETF issuers, asset managers, wealth managers, fintech innovators, and trading services firms. Craft & Capital has represented ETF providers since 2007 and maintains some client relationships exceeding 15 years, suggesting high retention in a relationship-driven business. Notable named clients include Simplify Asset Management, whose ETF lineup grew to over $1.6 billion in assets by the end of 2022 under Craft & Capital's PR program, and Baird, where the firm has driven sustained coverage in Reuters, Bloomberg, Nasdaq TradeTalks, and other outlets for the trading arm's senior leaders.
Craft & Capital operates as a privately held professional services firm with no proprietary technology platform, no disclosed funding, and no M&A activity. Revenue is generated through retainer-based and project-based engagements negotiated per client. The team is small, with approximately nine named professionals including President Chris Sullivan, COO Hope Lyons, and founder Mike MacMillan, reflecting a "large presence in a boutique setting" positioning strategy. The firm has earned industry recognition including awards for Best Global PR Firm and Best PR Campaign, though specific awarding bodies are not publicly disclosed.
Craft & Capital firmographics
Firmographics- Name
- Craft & Capital
- Legal name
- Craft & Capital
- Website
- https://macmillancommunications.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Craft & Capital is a boutique financial services public relations agency founded in 1996 (as MacMillan Communications) that provides media relations, communications strategy, and content creation to ETF issuers, asset managers, wealth managers, fintech firms, and trading services companies from its New York headquarters.
- Ownership category
- akta.pro rank
Craft & Capital industry classification
Industry- Product category
- Financial Public Relations Services
- NAICS
- Media Representatives (54184)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Corporate & Financial Communications PR (MPAAADAA)
- akta.pro secondary industry
- Content Production (Video, Design, Copy, Studio) (BPAFAAAF)
Keywords
Where Craft & Capital is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Craft & Capital business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- PR and Communications Services: Professional services revenue generated through retainer-based and project-based engagements for public relations, media relations, communications strategy, content creation, and related consulting services for financial services clients.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Craft & Capital product offering
Product offeringCore offering
Craft & Capital is a boutique public relations agency specializing in financial services communications. The firm connects clients with leading media outlets (Forbes, Barron's, Bloomberg, Reuters, CNBC, Financial Times) and crafts narratives for ETF issuers, asset managers, wealth managers, fintech firms, and trading services companies. The firm was founded in 1996 (originally as MacMillan Communications) and operates with three core service pillars: media relations, communications strategy, and content creation.
Product overview
Craft & Capital is a public relations agency offering a unified suite of communications services rather than a technology product platform. The core offerings include Media Relations, Communications Strategy, and Content Creation as the primary service pillars, supplemented by tactical services including PR Strategy & Messaging, Media Intelligence, Thought Leadership, Executive Visibility, Media Training, Research & Writing, Podcast Content Development, and Social Media & Digital Presence Support. The agency specializes in serving financial services clients including ETF issuers, asset managers, wealth managers, fintech innovators, and trading firms, focusing on connecting clients with respected media outlets to build influential brands and drive growth.
Differentiator
Problem solved
Functional benefit
Products and services
- Media Relations
Quantifiable outcome
- Simplify Asset Management grew ETF assets to over $1.6 billion by end of 2022 under Craft & Capital's PR support
Companies that use Craft & Capital
Customer profileNamed customers2 records
Segments5 records
Craft & Capital technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Craft & Capital partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MacMillan CommunicationsminorPredecessor firm established in 1996 by Mike MacMillan, one of the first practitioners of PR for asset managers. Craft & Capital was built on the legacy of MacMillan Communications, carrying forward its expertise and reputation in financial services PR.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Craft & Capital competitors and assessment
Company assessmentBroad incumbents
- Sard Verbinnen & Co: Specialized strategic communications firm focused on financial services, M&A, and capital markets situations — comparable client overlap with Craft & Capital's institutional and asset management clients.
- FTI Consulting (Strategic Communications): Global advisory firm with a sizeable strategic communications segment serving financial services, asset management, and capital markets clients — a broader incumbent competing for similar mandates.
- Edelman: Largest global PR firm with a substantial financial services and asset management practice; competes for the same enterprise clients as Craft & Capital but from a much broader portfolio position.
Direct peers
- Peppercomm: Mid-sized communications agency with a strong financial services and fintech practice offering media relations, content, and thought leadership — a direct boutique competitor to Craft & Capital.
- RF|Binder: Independent PR and communications agency with a financial services and cleantech practice offering media relations and executive visibility — overlapping with Craft & Capital's core services.
- Prosek Partners: Boutique PR and investor relations firm specializing in financial services, asset management, fintech, and crypto — the closest direct comparable to Craft & Capital in size, vertical focus, and service mix.
- Gregory FCA: Boutique PR agency specializing in financial services, asset management, and fintech clients, providing media relations and thought leadership — a direct vertical competitor.
- The Bliss Group: Boutique financial services and professional services PR agency providing media relations, thought leadership, and content for asset managers and fintech firms — directly comparable boutique competitor.
- ICR: Strategic communications and advisory firm with deep financial services PR and IR practices, serving asset managers, fintech, and capital markets clients — overlapping directly with Craft & Capital's core vertical.
- JConnelly: Boutique financial services PR firm serving asset managers, wealth managers, and fintech firms with media relations and thought leadership programs — directly comparable in scope and client type.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Craft & Capital social profiles
Digital presenceCraft & Capital financial estimates
Financial estimateRevenue estimate
Valuation estimate
Craft & Capital leadership team
Management profileNumber of profiles
Profiles8 records
Craft & Capital funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Craft & Capital M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Craft & Capital
What does Craft & Capital do?
Craft & Capital is a boutique public relations agency specializing in financial services communications. The firm connects clients with leading media outlets (Forbes, Barron's, Bloomberg, Reuters, CNBC, Financial Times) and crafts narratives for ETF issuers, asset managers, wealth managers, fintech firms, and trading services companies. The firm was founded in 1996 (originally as MacMillan Communications) and operates with three core service pillars: media relations, communications strategy, and content creation.
Is Craft & Capital a public or private company?
Craft & Capital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Craft & Capital founded?
Craft & Capital was founded in 1996. It employs 1 to 10 people.
Where is Craft & Capital based?
Craft & Capital is headquartered in New York, United States, in the North America region.
How does Craft & Capital make money?
One revenue line is on record: PR and Communications Services.
Who are Craft & Capital's main competitors?
Broad incumbents on record are Sard Verbinnen & Co, FTI Consulting (Strategic Communications) and Edelman. Direct peers are Peppercomm, RF|Binder, Prosek Partners, Gregory FCA, The Bliss Group, ICR and JConnelly.
Does Craft & Capital have an API?
No public API is recorded for Craft & Capital.
What industry is Craft & Capital in?
Craft & Capital's product category is Financial Public Relations Services. Its primary akta.pro industry code is MPAAADAA, Corporate & Financial Communications PR, with a secondary code of BPAFAAAF, Content Production (Video, Design, Copy, Studio). Its NAICS code is 54184 and its SIC code is 7330.