How we helped Capture Expense grab HR and finance attention through relevant PR

Capture Expense didn’t want to get lost in a sea of expense management tools. To engage with buyers, it needed to be viewed as a brand that really understands the day-to-day pressures of HR and finance.

We helped it do exactly this through a relevance led PR strategy focused on what matters most to its target decision-makers.

The result? A stronger voice in the market, growing credibility with the audiences they care about, and consistent visibility over 12 months.

The challenge

The expense management market is a crowded space with most vendors competing on features and price. Capture Expense wanted to break away from the crowd by sharing its understanding of the broader business contexts that affect its customers.

To do this, it had to reach HR and finance decision makers in the right media and communicate clear and confident messaging, while linking expense management to topical media themes.

Rather than simply aiming for ‘more coverage’ it pivoted to focus on coverage that was both meaningful and valuable.

Our relevance‑driven approach

We built a 12-month PR programme founded on our RelevanceEngine™ principles, using insight from more than 371,000 expense claims and £60m of employee spend to uncover stories relevant to HR and finance leaders, such as:

The impact of rising costs on employees

Fairness and transparency in expense handling

Lost time and productivity risks

This approach changed the narrative, turning expense management from routine administration into a strategic issue linked to cost control, productivity and employee experience. We then brought this to life through The Expensables, a data-led annual report that transformed employee expense data into a repeatable engine for media stories, thought leadership and coverage.

Impact that mattered

Across the 12-month programme, we delivered:

42% of coverage in tier one titles with a 72% key message penetration and 100% positive sentiment

Strong SEO impact with 50% of coverage including backlinks

10.6% increase in competitive share of voice giving Capture Expense a bigger piece of the action

Commercial impact with high quality leads generated from The Expensables

Capture Expense wasn’t just seen more, it was understood differently, becoming associated with innovation, insight and strategic value, as a trusted partner to HR and finance.

“Skout helped us move beyond feature-led PR and position Capture Expense as a credible authority in expense management for HR and finance teams. The team consistently delivered strong coverage, clear reporting and tangible impact. It’s great to work with such a proactive and focused PR team.”

Danielle Nicholson, Senior Communications & Content Manager, Capture Expense