By VERTIK Team, with insights from Mădălina Stanciu, Investor Relations Director
For a long time, Investor Relations was considered a function of discipline: deliver the numbers, meet the deadlines, follow the rules. That model is quietly becoming obsolete.
Across capital markets, including the Bucharest Stock Exchange, a more subtle shift is taking place. The expectations placed on listed companies start with transparency, but go beyond, to building trust. They also extend to clarity, consistency, and, increasingly, to the ability to shape how the market understands a business.
In this context, performance alone is no longer enough. Interpretation, and the ability to guide it, has become just as important.
The growing maturity of the BVB, both on the Main Market and AeRO, has brought with it a more diverse investor base and a more demanding audience.
Investors today do not simply consume information. They filter it, compare it, question it and respond to how it is communicated. Yet many companies continue to approach Investor Relations in a fragmented way: reporting sits in one place, strategy in another, and communication somewhere in between. This fragmentation often results in inefficiency and sometimes lost opportunity.
Beyond reporting: the role of positioning IR is no longer simply about what is disclosed. It is about how a company is positioned in the mind of the market. This includes not only financial performance, but also: the clarity of the equity story, the consistency of communication, the quality of investor interaction, the alignment between strategy and narrative
Investor Relations cannot operate in isolation. Financing strategy, ESG positioning, market visibility, and investor communication are increasingly interdependent.
At VERTIK, Investor Relations is approached as part of a broader ecosystem that combines strategy (business and financing strategy), ESG integration, communication and investor relations.
Another important evolution is the shift from one-way communication to interaction. Quarterly reporting remains essential. But increasingly, it is the dialogue around it that matters. Direct engagement with investors, structured feedback mechanisms, and a more nuanced understanding of market perception are becoming central to effective IR. This evolution requires a different type of ownership, combining execution with market understanding and continuous interaction with investors.
At VERTIK, this is reflected in how we continue to strengthen this capability internally. The role of Investor Relations Director, recently taken on by Mădălina, comes as a natural step in this direction, bringing together hands-on project experience with a broader responsibility for how IR is structured, delivered, and continuously adapted to market expectations.
“I have learned from my experience in supporting clients across different sectors that Investor Relations today is no longer about delivering information. It is about creating clarity and trust in a market that is becoming more complex.
At VERTIK, we focus on going beyond standard formats – we actively look for new ways of communicating and engaging, while staying close to investors and understanding their perspective directly. This ‘feedback from the ground’ is essential. It helps us refine how companies should position or deposition and ensure that their message is perceived correctly.
That’s why we see for example perception studies not as optional tools, but as a real barometer of how a company is understood, positioned, and ultimately valued by the market.”
— Mădălina, Investor Relations Director, VERTIK
Investor Relations is becoming more strategic, more integrated, and more connected to financing and growth. Because in the end, numbers remain the foundation. But it is interpretation – and the ability to shape it – that defines how they are received.
Mădălina Stanciu is Investor Relations Director at VERTIK – LinkedIn
