Josh Orth: Insights, narratives and messaging for investment firms and technology leaders
Content strategy
Executive communications
Messaging development
Thought leadership
Tone of voice & style
About me
I’ve spent my career doing two key things: helping investment professionals say what they actually mean, and making complex financial ideas understandable.
At Thoma Bravo, I created the content strategy for a $180B software investment franchise, developing thought leadership, shaping the narrative and writing for senior partners who need a clear voice in a noisy market.
Before that, I worked in traditional asset management, building content marketing engines for institutional and intermediary audiences. The work ranged from timely market takes to long-form investment theses, always for readers who are sophisticated, skeptical and short on time.
You’ll never see my name in a byline, and that’s by design. My job is to stay behind the scenes, helping smart people say smart things, to keep the focus on the experts who need to be heard.
Bio
Thoma Bravo
Content strategy and executive communications for the world's largest software-focused investment firm. I specialize in speaking directly to LPs, strategic buyers and founders about what matters to them— but doing it in a way that anyone can understand.
Building a European franchise: A long-form piece on Thoma Bravo's strategic expansion into European software markets, introducing TB to a new set of founders and investors.
AI summit: 5 takeaways: A full-day investor and founder summit captured in a concise, shareable narrative.
SaaS crash: Sample LinkedIn post written for one of Thoma Bravo's managing partners.
Portfolio company case studies: Narrative content highlighting Thoma Bravo’s standout portfolio companies.
Thoma Bravo projects
Voya Investment Management
Market commentary and investment thought leadership written for institutional and intermediary audiences. Many of these pieces were produced in fast-moving market conditions, often within days of a major event.
DeepSeek: An AI innovation milestone, not a disruptor: Published during a major market selloff. A calm, analytical take on what it actually meant — and didn't — for AI investment.
Investing through tariff turmoil: A rapid-response piece synthesizing cross-asset implications of Trump's 2025 tariff orders.
What's a yield curve disinversion and should you be worried?: A technical fixed income concept turned into a clear, useful read for investors watching the rate environment.
U.S. investment grade credit update: A detailed year-end review of the investment grade market, written for a specialist audience.
Understanding convertible securities and why they're attractive today: An accessible explainer on a frequently misunderstood asset class.
Voya Investment Management projects
Allianz Global Investors
Thematic content and investment insights for one of the world's largest active asset managers. These educational pieces identified structural investment themes that aligned with the firm’s strategic business goals.
Move over, celebrity weight-loss drugs; here comes AI: An attention-grabbing take on AI's emergence as today’s defining investment theme.
Could generative AI be a game-changer for banks? (Part 1 & Part 2): A two-part series examining how generative AI is reshaping financial services.
Water: A key 21st-century growth opportunity: A white paper making the case for an investment that most people overlook.
Allianz Global Investors projects