Beyond the Love of Money

Challenge

Illuminating what fuels brand love among affluent wealth management clients to help a leading financial institution develop a comms strategy that drives growth. 

Our client understood in order to deliver for their clients, they needed clearer insights into what sparked genuine brand love among their high-net-worth clientele. We set out to uncover the key motivations, desires, and non-negotiables that affluent investors seek in their financial institutions, and to identify our client’s unique differentiators in a competitive landscape.

Approach

Money and investments can be a sensitive topic. So we conducted one on one, in-depth Interviews with wealthy investors across various levels of desired engagement to ensure diversity of goals, aspirations and backgrounds. These intimate conversations allowed us to explore investors’ thought processes around wealth management, identify key attributes sought in both advisors and institutions, and dimensionalize concepts of long-term financial partnerships.

Outcome

Armed with these invaluable insights, our client was able to develop a unique and ownable position in the market, refine their strategy to align with genuine client needs, and create a marketing plan that will drive growth into 2025.