SYDNEY — Two longtime HSBC comms leaders — Tala Booker and Dan Fitzpatrick — have left the banking giant to open a new financial communications firm, called Via.

In announcing the launch, Booker and Fitzpatrick said their plan is to “disrupt the international financial marketing and communications industry” with a focus on strategic reputation advisory, news and content. Via will support companies across the financial services industry — banks, venture capital, private equity, insurers and asset managers — in both Asia Pacific and the Middle East.

Via is launching with HSBC as its anchor client. The firm is spearheading global efforts to build the profile of “HSBC Innovation Banking,” a new subsidiary brand focused on banking tech and new economy businesses. The remit includes brand building, reputation and content across the UK, US, Hong Kong and Israel.

Both Booker and Fitzpatrick spent a dozen years at HSBC.

Booker most recently served as managing director and head of global communications for commercial banking and was head of Australia communications before that. Fitzpatrick, meantime, most recently served as head of Australia and New Zealand communications. He previously was head of Singapore communications and content lead for ASEAN.

“Asia and the Middle East’s economic growth is incredible, but the two regions remain largely unknown and misunderstood to many in the west,” Fitzpatrick said. “Yet through this complexity will come opportunity and we want to help western firms enter and navigate these markets with impactful brand building, commercialization strategies and razor-sharp content.”

Said Booker, “Via will be laser focused on firms across the finance spectrum who are seeking capital raising, investment and business expansion across Asia-Pacific and the Middle East. Via will act as a connector for western firms in these dynamic markets.”