Illuminating the New Age Investor

Challenge

Helping a leading investment company illuminate contemporary investors in a deeply human way to inspire their marketing strategy for 2024 and beyond.

A leading investment company wanted to build upon what they already knew about their key clientele. This included their values, lifestyle, dreams, fears, and their motivations around spending, saving and investing for the future. The intent being to build greater empathy for who this target is and how they can better serve their needs.

Approach

We did so by conducting a 2-day digital diary, giving us an intimate glimpse into the lives and financial realties of contemporary investors. We then chose the brightest stars from our diaries and conducted a series of in-home interviews to dig deeper into not only how they managed their loves (and their finances) but what they envisioned for their future… including retirement.

Impact

Bolstered with the insights we uncovered, our client learned how to optimize their partnership with investors by humanizing their needs and desires to build trust for years to come.