Green Lion Media
Green Lion Media

Different views on private markets.

Green Lion Media sits where marketing and PR meet, with AI-powered production at its heart. We create the content that builds private markets managers’ reputations with LPs, consultants and the financial press, led by James Williams, former Managing Editor of Hedgeweek and Private Equity Wire.

Discuss a project See what we do
Green Lion Media sits in the overlap between marketing and PR Two overlapping circles labelled Marketing and PR. The overlap is labelled Green Lion Media, with AI at its centre. Marketing PR Green Lion Media AI at the heart
  • Marketing reaches the LPs and consultants you raise from.
  • PR earns credibility in the press your investors read.
  • AI-powered production delivers more, faster, with a journalist’s judgement on every word.
Clients, past and present
  • SS&C Intralinks
  • Hg
  • IPEM
  • Chenavari Investment Managers
  • Altaira Strategic Partners
  • PPR Capital Management
  • FundForum
Writing has appeared in
  • Financial Times
  • Reuters IFR
  • Financial News
  • Citywire
  • Private Equity International
  • Private Funds CFO
  • Family Capital

What we do

Marketing builds your audience. PR builds your credibility. Most managers buy them from separate agencies and get content that does one job. Green Lion Media plans and produces content that does both, with AI handling the research, production and repurposing so you get more from every piece.

  • Marketing
  • PR
  • AI-powered
  • Marketing
  • PR
  • AI-powered

AI-powered content engine

One interview with your CIO becomes a thought-leadership paper, a press-ready article, video clips, an investor update and a month of LinkedIn posts. AI handles research, transcription and repurposing at speed. An experienced financial journalist writes, edits and signs off every word, ready for your compliance team.

How we use AI

Green Lion Media uses Anthropic’s Claude as its main AI engine. Your interviews, drafts and data are not used to train AI models. AI speeds up research, transcription and production, and James reviews, edits and signs off every piece before it reaches you.

  • Marketing
  • PR

Thought-leadership papers

Research-led white papers and market outlooks that set out your house view for LPs, consultants and the press.

  • Marketing
  • PR

Survey and industry reports

LP and GP surveys from questionnaire to finished report, built to be cited by the trade press.

  • PR

Media relations and bylined articles

Op-eds and features for your partners, drafted from interview and placed with the trade and national titles your investors read.

  • Marketing
  • PR

Executive interviews: video, audio and print

On-camera and long-form interviews with your CIO or founders, from conference TV studios to podcasts and written profiles.

  • Marketing

Investor letters and commentary

Quarterly letters, market commentary and fund updates written in your voice for LPs and prospects.

  • Marketing
  • PR
  • AI-powered

Content strategy

A marketing and PR plan matched to your fundraising cycle, investor base and distribution channels.

Our tools

Green Lion Media’s own AI tools, built on Claude and built for clients, do the heavy lifting on research, drafting and checking, so the judgement and the final word stay human. Demos use example data only.

  • Marketing
  • PR
  • AI-powered

Launch Room

Rehearse a deal announcement before the world reads it.

From one deal brief, Launch Room builds the narrative and a fact ledger that controls what each audience may be told. It then drafts the whole pack: LP notice, staff note, press release, LinkedIn posts, customer letter and adviser credits. Simulated readers, including a trade journalist, an employee, an LP and a customer, test it before release, and the morning runs to a minute-by-minute timeline with each party’s sign-off.

  • Every audience hears only what it should
  • Problems surface in rehearsal, not in the press
  • Coverage measured against the story you meant to tell
  • PR
  • AI-powered

Second Opinion

Find out what AI tells your LPs about you.

LPs, founders and advisers now ask AI assistants which firms to back and what they are like. Second Opinion puts the same questions to ChatGPT, Claude, Gemini, Perplexity and Copilot, checks every answer against your verified facts, and shows where you are missing, what is wrong and who gets recommended instead.

  • Scores for visibility, accuracy, prominence and sentiment
  • Every wrong or outdated claim, with the correction
  • A fix plan and a written report
  • Marketing
  • AI-powered

House View

Keep every piece of thought leadership on message.

House View records your firm’s facts, established positions and each partner’s voice, then reviews every draft against them for accuracy, consistency, voice, evidence, compliance and originality. Each finding is rated must fix, should fix or optional, and the score rises as fixes go in. Once approved, a piece becomes a LinkedIn post, newsletter section, LP letter paragraph or set of talking points.

  • No partner contradicts the house view by accident
  • Compliance issues caught before the compliance review
  • Re-checks confirm what’s left without reopening settled points
  • One approved piece, many formats
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How a project runs

A clear process with your compliance team involved before anything is published.

  1. Brief

    Agree the audience, objective, format and distribution.

  2. Interview

    Structured conversations with your investment team.

  3. Produce

    AI-assisted research and production, written and edited by a journalist.

  4. Review

    Revisions with your team and compliance sign-off.

  5. Publish

    Delivered in every format you need, and placed with the press.

Selected work

Recent video interviews, reports and long-form writing on private markets, AI, risk and technology leadership.

The Clockwork CIO

A podcast about how investment leaders run their firms: the decisions, temperament and leadership behind the track record, rather than the latest trade idea. More than 30 episodes with founders and CIOs across hedge funds, private equity and venture.

  • Karen SandsFederated Hermes Global Private Equity
  • Gaetan AversanoUnion Bancaire Privée
  • Karsten LangerRiverside Europe
  • Mark YuskoMorgan Creek Capital Management
  • Dave IbenKopernik Global Investors
  • Anne GloverAmadeus Capital Partners
  • Bob ElliottUnlimited
  • Christian MelbySumma Equity
  • Django DavidsonHosking Partners
Listen on Spotify
James Williams, founder of Green Lion Media

James Williams

Founder

James has spent two decades in financial journalism and has written about alternative assets since 2010. For more than ten years he was Managing Editor of Hedgeweek and Private Equity Wire, building a network of managers and institutional investors across the UK, Europe, the United States, Asia Pacific and the Middle East.

His writing has appeared in the Financial Times, Reuters IFR, Dow Jones Financial News, Citywire, Private Equity International and Private Funds CFO, and he is a contributor to Family Capital, which covers the family office sector.

Earlier in his career James was an in-house editor at J.P. Morgan in Hong Kong and a copywriter at Doremus, a financial services advertising agency. He founded Green Lion Media in 2021 to bring marketing and PR together for private markets firms, led by someone who knows how both investors and journalists read, with AI-powered production that delivers more without losing editorial judgement.

Covering alternatives since
2010
Previously
Managing Editor, Hedgeweek and Private Equity Wire
Network
UK, Europe, US, Asia Pacific, Middle East

Tell me what you need to say, and to whom.

Share the fund, the audience and your timeline, and I’ll come back with a suggested approach and a quote.

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