The opportunity around ESG

The opportunity for ESG-focused strategies in finance is immense and rapidly expanding. In Europe alone, ESG fund assets under management are projected to surpass 50% of mutual fund assets by 2025, growing at a compound annual rate of 28.8% from 2019 to 2025. This rise reflects not only investor appetite but also an evolving media and digital landscape:

• Output in specialist sustainability publications has surged by 76%, while global searches for ESG-related content have increased by 63% in the past year.
• Social media engagement around these issues has also risen by 36%, showcasing a growing audience actively seeking ethical and sustainable financial solutions.

These trends underscore the need to embed Environmental, Social, and Governance deeply within your brand narratives and leverage these platforms to connect with a motivated audience.

Making Environmental, Social, and Governance a core brand pillar

Leading finance brands are going beyond static reports, weaving sustainability into their core messaging and operations. Consider the example of Stewart Investors. Their interactive environmental and social governance (ESG) tools go beyond numbers to immerse investors in their sustainability journey. These tools enable users to explore ESG metrics dynamically, diving deep into data without the need for complex spreadsheets.

Executive creative director at The Dubs Agency, Tristan Fawley, worked on the interactive tools created by Stewart Investors. Speaking about the tool created, Fawley explains, “We created an interactive application (digital and mobile optimised) that allows investors to view how Stewart Investors are affecting the companies they invest in.” He continues, “It was created to provide invested company information for almost 200 companies including location, history, what Stewart Investors like about the company, risks and associations to key benchmarks such as the UN SDGs and Project Drawdown categorisations.”

Thinking about how they made these tools stand out, Fawley shares, “In a world where many companies talk about their Environmental, Social, and Governance credentials it was important for Stewart Investors to show how they are different, in both the approach and how they disclose their credentials. ‘Greenwashing’ (where companies appear more ‘green’ than they are) is commonplace so being able to provide in-depth evidence of how they operate was key.”

“The application has become a core point of differentiation for Stewart Investors. Although many companies may talk about their ESG credentials they don’t show them beyond top level information, Stewart Investors does,” explains Fawley.

Finally, Fawley advises financial marketers to, “Be transparent, provide information and showcase it in a digital-first format.”
Such strategies demonstrate how ESG can become a central brand narrative. By building resources that both educate and engage, Stewart Investors positions itself as a thought leader in ethical investment.

Key Takeaway: Finance brands must ensure ESG isn’t confined to an annual report but reflected in the user experience, brand story, and long-term vision.

Consistent ESG storytelling across touchpoints

One of the challenges finance brands face is ensuring consistency in ESG messaging across all channels. Australian Ethical Super provides an exemplary case. Their social media campaigns frequently highlight their investments in renewable energy projects, while their blog posts offer in-depth discussions on how their fund choices align with United Nations Sustainable Development Goals (SDGs).

This omnichannel approach ensures investors experience a cohesive ESG narrative, whether they’re browsing a website, scrolling on Instagram, or reviewing annual reports.

At the upper end of the creative spectrum, Apple’s 2023 ESG video is a masterclass in storytelling. Though a tech company, its engaging visuals, creative narrative, and focus on real-world impact offer lessons for finance brands. Finance marketers, even with tighter budgets, can learn from Apple’s example: using storytelling to transform abstract metrics into relatable, human-centered narratives.

Key Takeaway: A consistent ESG narrative across platforms builds credibility and keeps commitments top-of-mind for members and stakeholders.

Building trust through transparency

Transparency is non-negotiable when it comes to ESG. Investors increasingly demand not just promises but proof. To add to this, finance brands are increasingly coming under fire for greenwashing, and governments around the world are making amends to ensure this practice is limited. Brands like Ninety One, a global investment manager, excel here. Their online ESG dashboards break down portfolio-level impact data in a user-friendly way. For instance, users can explore carbon intensity metrics for each investment product, coupled with explanatory content that contextualises these numbers within broader sustainability goals.

Beyond numbers, transparency also means admitting challenges. Brands that communicate their ongoing improvements – highlighting areas of struggle alongside successes – foster trust by showing their commitment to continuous improvement.

Key Takeaway: Finance brands must make their ESG data accessible and meaningful while embracing honest conversations about their journey.

ESG as a competitive differentiator

In a crowded market, ESG has become a crucial differentiator. Aviva Investors integrates ESG into their brand positioning as a driver of both financial performance and societal impact. Their campaigns, such as “Investing with Purpose” emphasise ESG isn’t just about doing good but also about delivering resilient long-term returns – a message tailored to appeal to sophisticated investors.

Key Takeaway: By linking ESG to both purpose and performance, brands can carve out a distinct niche in the market while appealing to values-driven investors.

Creative campaigns that inspire action

Creative campaigns can transform ESG from a compliance exercise into a movement. While Apple’s high-production ESG videos are aspirational, finance brands can adopt more accessible strategies.

Consider Triodos Bank, which uses customer stories to illustrate the impact of its ethical banking model. Their “Colour of Money” blog often features interviews, stories and advice that explores ethical investing, sustainable initiatives and other ESG-related topics.

Key Takeaway: Even with modest budgets, finance brands can use customer stories, videos, and interactive content to create ESG campaigns that resonate deeply with their audience.

Lessons from industry leaders

To drive ESG communication that truly hits the mark, finance brands should:

1. Invest in interactive tools: Create digital experiences that let users explore ESG data in an engaging way.
2. Leverage visual storytelling: Use tools like infographics, videos, and animations to demystify ESG metrics and bring impact stories to life.
3. Adopt a multi-channel approach: Ensure ESG messaging remains consistent across websites, social media, investor updates, and reports.
4. Be transparent: Build trust by making ESG metrics accessible and sharing honest updates about progress and challenges.
5. Humanise the message: Borrow from Apple and Triodos Bank by centering ESG stories on real people and communities affected by your investments.

With ESG now the norm, your finance brand must recognise the opportunity to lead not just with products but with purpose. Authenticity, transparency, and creativity are the pillars of successful ESG communication.

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To meet these challenges, your finance brand must develop targeted, omnichannel marketing strategies that address these varied demands and diverse needs. While reaching such a broad audience may seem resource-intensive, when executed strategically personalised engagement can be both efficient and cost-effective.

Here we explore how your finance brand can leverage tailored communication and innovative technology to build long-term relationships, enhance trust, and improve satisfaction across your diverse customer base.

Understanding audience segmentation and diverse needs

Effective engagement starts with a deep understanding of your target customer or client. Audience segmentation is a crucial strategy that involves categorising customers based on key characteristics such as age, career stage, and risk tolerance. According to a report by DemandGen, campaigns that are segmented had 14.31% higher open rates and saw 101% more clicks than non-segmented campaigns.

For finance brands, this means recognising the diverse needs of various demographic groups. Taking super funds for example, younger members who are often just beginning their careers may prioritise high-growth investment options and need education on the importance of early retirement savings.

In contrast, middle-aged members might focus more on stable returns and planning for retirement. To avoid overly generic assumptions based solely on age and other factors, use data-driven tools like segmentation models and behavioural analytics to create more precise, dynamic personas that reflect your member’s unique financial situation and goals.

To develop sophisticated personas, use advanced segmentation models and behavioural analytics tools like HubSpot, Salesforce Marketing Cloud, or Segment to analyse engagement patterns and financial goals. Additionally, platforms like Google Analytics and Sprinklr provide deeper insights into customer journeys. These tools help create detailed, actionable profiles that ensure your messaging is not only relevant but deeply aligned with the specific aspirations and concerns of each group.

Tailored messaging across life stages and diverse needs

Once audience segments are clearly defined, the next step is crafting highly personalised messaging that not only speaks to their life stage but also addresses their specific financial behaviours and aspirations. To achieve this, communication strategies should move beyond basic topics and leverage advanced segmentation insights, such as behavioural triggers and psychographics.

For example, a campaign targeting first-time investors could integrate interactive tools such as risk tolerance assessments, personalised investment simulators, and progress trackers that actively engage users in the decision-making process. Additionally, content like personalised financial roadmaps—tailored to each user’s specific financial position and goals—can demystify complex concepts like compound interest, asset allocation, and the time value of money.

On the other hand, messaging for more experienced or retirement-focused members could integrate sophisticated financial planning tools that showcase tailored income strategies, tax optimisation techniques, and risk-adjusted portfolio recommendations. By utilising data analytics and AI-driven insights you can create content that adapts to each member’s unique financial journey, making your communications feel more relevant, timely, and actionable.

A McKinsey study revealed that companies that personalise marketing communication can boost return on investment (ROI) by up to 30% and lift revenues between 5% to 15%.

By utilising tailored content, brands like super funds can enhance the relevance of their communications, making members feel understood and valued. Personalisation goes beyond basic demographic data; it can incorporate behavioural insights and preferences gathered through data analytics to create a more engaging experience.

Omnichannel campaigns

In an age where consumers interact with brands across various platforms, implementing an omnichannel strategy is vital. According to a report by Aberdeen Group, brands that utilise multi-channel strategies retain 89% of their customers compared to 33% for those that only use single-channel approaches.

Your finance brand should utilise omnichannel campaigns to ensure you reach your customers on their preferred platforms, whether via email, social media, mobile apps, or in-person events.

With the growing expectation for digital-first communications, especially in the finance sector, meeting members where they are and providing seamless, multi-platform experiences is key. In fact, in 2023 Aware Super was classed as the “Super Fund of the Future” after it merged 1.1 million members onto one technology platform.

You can boost engagement and loyalty by maintaining a consistent brand voice and delivering relevant, personalised content across these channels. For example, integrating educational webinars, social media posts, in-app notifications, and personalised email newsletters can create a cohesive, streamlined experience.

This approach not only meets the diverse preferences of your audience but also ensures that communication remains timely and accessible, whether members are checking their app during their morning commute or reading an email while planning their retirement.

Building trust through transparency and education

Trust is a cornerstone of successful financial relationships. Your brand can foster trust by emphasising transparency and offering educational tools. For super funds, providing clear information about fees, investment options, and performance helps members make informed decisions about their financial futures.

The need to focus on trust is clearly highlighted by global research highlighted in the Edelman Trust Barometer 2025 which found 60% of respondents now actively feel aggrieved.

Edeman’s President and CEO, Richard Edelman, said the erosion of peoples trust has been “a progression from fears, to polarisation and now into grievance”. Two of the key factors driving this loss of trust was the “lack of quality information” available to people and the belief “my family will not be better off in five years”.

In this environment where trust is a cornerstone to building successful financial relationships, your brand can foster trust by emphasising transparency and offering educational tools. For super funds, providing clear information about fees, investment options, and performance helps members make informed decisions about their financial futures.

Furthermore, educational initiatives such as workshops, online resources, and interactive tools demystify complex financial concepts so members can confidently navigate their choices.

Australia’s largest superannuation fund, AustralianSuper, with more than 3.5 million members and AUD $365 billion assets under management strong in this area, having a dedicated landing page that lists its educational resources. Whether members would prefer to read about how much money they need to retire or join a webinar, everything is positioned easily for members, and a diverse range of topics is explored.

The take-out here is by positioning your brand as a trusted partner in your customers’ financial journeys, finance brands can enhance customer retention and satisfaction.

Utilising AI and personalisation

Artificial Intelligence (AI) now plays a pivotal role in enhancing customer experiences through personalisation. AI-driven tools analyse customer data to provide tailored recommendations and proactive engagement strategies. For example, chatbots powered by natural language processing (NLP) can instantly offer personalised financial advice or answer member queries.

Additionally, predictive analytics can identify potential audience needs before they arise, allowing you to reach out with timely and relevant information. By leveraging AI and personalisation, you can stay ahead of evolving customer expectations, ensuring a responsive and engaging experience.

Superfund success stories of digital engagement

Superannuation funds, as finance brands that cater to a broad cross-section of society, offer a unique example of how to engage diverse customer segments effectively. AustralianSuper’s marketing strategies, for example, have successfully engaged its audience by combining personalised, targeted approaches with impactful media.

According to AustralianSuper’s chief member officer, Rose Kerlin, in an interview with Investment Magazine said the fund had invested heavily in direct channels and new ways to go to market.

“We have invested heavily in member engagement, we have over 30 engagement programs where we personalise our communications,” Kerlin said.

“We’re really focused on providing members trustworthy help and advice and digital enablement,” she added.

In one of its notable marketing strategies, AustralianSuper utilised out-of-home (OOH) advertising strategies to successfully target Australians aged 50+ who are preparing for retirement. The campaign was designed to leverage the power of OOH advertising to increase both awareness and engagement. Using strategically placed billboards across Australia, AustralianSuper reached 72% of the target demographic.

The campaign’s success wasn’t just in visibility but in the impact it generated – 32% of the people reached by the campaign visited the AustralianSuper website or enrolled as new members. This high engagement demonstrated the power of personalised, location-based messaging that resonates with the specific needs of an audience looking for trustworthy retirement planning options.

AustralianSuper also launched the “SuperTalks” series, a content marketing initiative designed to empower members with financial knowledge. The series comprises on-demand, expert-led educational videos that delve into key superannuation and retirement planning topics.

By providing bite-sized, relevant content (typically 20 minutes long), the campaign tapped into the desire for easy-to-consume, personalised financial guidance, helping members make more informed decisions about their financial future.

Both campaigns succeeded because they understood the importance of delivering content and messaging that directly aligned with the needs and interests of AustralianSuper’s audience, fostering trust and engagement through targeted, personalised marketing approaches.

The key to long-term success lies in building trust and delivering personalised experiences that resonate with customers across all life stages. Embracing these strategies will not only enhance customer satisfaction but also secure a competitive advantage in the dynamic world of finance.

Do you need help with client or member engagement? 

To win and retain new business, finance brands need to demonstrate value to clients and members by actively engaging them with useful products, personalised services and educational content to help them better understand financial topics and information relevant to them.

If you need help communicating with your clients or members, then the finance marketing experts at The Dubs Agency would love to speak with you because we can help. Contact Us to start a conversation.

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This not only underscores the potential financial benefits of addressing this advice gap but highlights a broader, more pressing issue: the role of superannuation and pension funds in delivering affordable and accessible financial advice, both in Australia and globally.

The global context: Ageing populations and the rising need for financial advice

Australia is not alone in facing the challenges posed by an ageing population. According to the University of Sydney, by 2026 more than 22% of Australians will be aged over 65 (up from 16% in 2020). This demographic shift is mirrored globally, with 1 in 6 people predicted to be over 60 by 2030.

These demographic shifts place immense pressure on existing pension systems and highlight the need for individuals to be better supported into retirement. Financial advice is crucial in helping people navigate the complexities of retirement planning, investment strategies, and tax implications, ensuring they can maintain their standard of living in retirement.

As part of this support, Alexandra Middleton, the head of strategy from finance marketing specialist group The Dubs Agency (which developed The Big Shift interactive report) said digital tools and content should form the backbone of how pension funds help members.

“Educational content and resources should be a key tenet of how funds support members and a valuable tool to promote their offering in market,” said Middleton.

The role of superannuation funds in Australia

In Australia, superannuation funds are at the forefront of this challenge. As part of the government’s “Delivering Better Financial Outcomes” package of reforms, super funds are now empowered to deliver personal financial advice to their members. This reform represents a significant shift in the role of super funds, allowing them to go beyond their traditional function of managing retirement savings to becoming key providers of financial guidance.

The potential impact of this shift is enormous. With 11.8 million Australians currently lacking adequate financial advice, super funds have a unique opportunity to bridge this gap, ensuring their members are better prepared for retirement. This isn’t just about providing advice; it’s about fostering a culture of financial literacy and empowerment, helping individuals make informed decisions about their financial future.

The Global role of pension funds in financial advice

While Australia is pioneering in allowing super funds to provide personal financial advice, the role of pension funds in delivering such services is becoming increasingly relevant worldwide. In the United States, only 1 in 3 people who have not consulted a financial adviser feel financially secure according to the Centre for Retirement Research at Boston College. In the UK, the Financial Conduct Authority (FCA) has raised concerns about the advice gap, noting many people are not receiving the financial advice they need, particularly those with modest pension pots. The same can be seen across Asia, with a report by Cerulli highlighting retirement advice needs are not being met.

Pension funds globally are in a unique position to address these needs. By leveraging their existing relationships with members and their deep understanding of investments and retirement planning, pension funds can play a crucial role in delivering tailored financial advice. This not only helps members achieve better financial outcomes but also enhances the value proposition of the funds themselves, making them more attractive to potential members.

However, a video with Prof. Dean Sanders, Partner, Deloitte Access Economics, highlights the growing opportunity for all kinds of financial organisations to fill this advice gap. Super and pension funds are in a perfect position to be successful in this space if they act quickly. Moving away from just traditional marketing and advertising to embrace technological shifts will be paramount to the success of your advice delivery model. Consider AI, personalisation and interactivity to engage clients and make a real impact.

Quantifying the opportunity in financial advice

The opportunity for super and pension funds to step into this advisory role is significant. According to the Iress and Deloitte research, addressing the financial advice gap in Australia could increase national savings by $2 trillion over 30 years. In a video with John O’Mahony, Partner, Deloitte Access Economics, the industry could see $2.1 billion in revenue if they effectively capitalise on this growing opportunity.

Globally, the potential impact is even more substantial. In the UK, addressing the advice gap could boost retirement savings by billions of pounds, while in the US, it could lead to a significant increase in retirement readiness among workers.

A report by Royal London found there are 3.7 million non-advised customers who are open to financial advice and have over £50k in investible assets. This is equated to over £185 billion in investible assets available. Further afield, looking across all 10 markets in Asia, the percentage of workers concerned about being financially insecure in retirement is substantial—ranging from 50% in China to 95% in Vietnam—and is equal to or even exceeds the percentage of retirees who share this concern. Looking to Singapore, according to a report by Statista “Singaporeans were less confident about their financial security when it comes to income streams and retirement issues.”

However, this opportunity is not without its challenges. The competition for new customers—those seeking financial advice—will be fierce. “Super and pension funds need to be proactive in capturing this market, and marketing will play a critical role in this effort,” says Middleton.

The importance of marketing in capturing new members in a changing landscape

In an increasingly competitive landscape, super and pension funds must be visible and actively engage with potential members. Far from simply taking a volume approach, to effectively drive member growth and retention, marketing activity needs to be strategic, with content and channel chosen based on audience and the objective you’re trying to achieve. As shown in The Big Shift research, as megatrends reshape the landscape and open up new opportunities, super and pension funds need to be flexible in pivoting their offering and how they communicate it, to ensure they remain relevant.

A full-funnel marketing approach, which includes brand awareness, consideration, and conversion strategies is essential for differentiating in market and driving awareness of expanded offerings. Research consistently shows the impact of an always-on, full-funnel marketing program. A recent Nielsen meta-analysis found that full-funnel strategies see up to 45% higher ROI compared to marketing campaigns across a single purchase stage. This approach is particularly relevant for super and pension funds, as the decision to switch funds is often a long-term process that involves multiple touchpoints. “As well as delivering consistent content that addresses audience needs at each stage of the funnel, super and pension funds also need to think about how they can tailor their content to serve the needs of different audience demographics,” says Middleton. “To make this as effective and efficient as possible, funds can leverage creative social assets to deliver relevant, personalised messages in-feed, while driving back to useful base material.”

The Big Shift: A case study in strategic marketing

As well as shining a light on the opportunities tied to evolving advice needs, The Big Shift is also a case study of how super funds can use interactivity and content atomisation to drive engagement with members.

With interactivity shown to drive 73% more engagement than static content, The Dubs Agency worked with Iress to extend the reach of its insights through an interactive content ecosystem that provided multiple touchpoints on site and in social feeds. Through the atomisation of content around key pillars, Iress was able to cement its thought leadership in areas that underpin its broader strategic objectives. The Big Shift shows how super funds can utilise one big rock content piece to produce assets that target multiple audiences with relevant messages at every stage of the funnel.

It’s time to fill the gap

As the competition for new customers intensifies, the need for a comprehensive marketing strategy becomes even more critical. Super funds must ensure they’re not only visible but also actively engaging with their target audience across all stages of the marketing funnel. This requires a commitment to continuous marketing efforts, with a focus on building long-term member relationships through content and resources that reflect their changing needs.

The post Meeting the financial advice gap: The role of super and pension funds appeared first on Financial Marketer.

Precision targeting for affluent audiences

Effective audience segmentation is the key to any high-performing digital advertising campaign especially when the goal is targeting affluent audiences. For your finance brand, this involves identifying and targeting high-net-worth individuals (HNWIs) with tailored messaging that resonates with their unique financial needs and preferences.

Speaking with Josh Frith the founder of finance marketing specialists The Dubs Agency said “if you’re chasing campaign engagement and conversions it’s important to set clear goals and KPIs.”

“Use data and analytics tools to gather audience insights and monitor this regularly,” Frith said. ” Research your audience and segment it by key criteria so you deliver personalised and relevant content.” he said. “Experiment with your campaign by A/B testing various elements to hone in on what works for your audience.”

“But don’t lose sight of your brand. Be consistent and aligned with brand messaging and values” Frith said.

Advanced tactics:

• Behavioural and psychographic data analysis: Utilise data analytics tools to segment audiences based on behaviours and psychographic profiles, including investment patterns, financial goals, and lifestyle choices. According to a report, 76% of companies see a major boost in business and customer satisfaction after implementing marketing analytics. Tools like Google Analytics and Adobe Audience Manager can help create detailed audience personas.
• Lookalike and predictive audiences: Deploy lookalike audience models using platforms like Facebook and Instagram. On LinkedIn, you can utilise a similar approach by using their Predictive audience features. These models expand your reach by targeting users who exhibit similar characteristics to your best existing clients, increasing the likelihood of engagement and conversion.

Re-engaging high-potential prospects

Retargeting is crucial if you want to nurture leads through a lengthy and complex buying cycle. By re-engaging clients who have previously interacted with your finance brand, you can guide them down the marketing funnel more effectively.

Advanced tactics:

• Sequential retargeting: Implement a sequential retargeting strategy where ads are served in a specific order, progressively educating and engaging the audience. This method ensures potential clients get relevant information at each stage of their decision-making process.
• Cross-device retargeting: Use tracking to retarget users across multiple devices to give a consistent and seamless experience. Platforms like Google Display Network and AdRoll offer robust cross-device retargeting capabilities.

Personalised and adaptive messaging

Dynamic ad creative optimisation allows your finance brand to deliver personalised and adaptive ads, enhancing relevance and engagement ultimately targeting affluent audiences.

Advanced tactics:

• Dynamic creative optimisation (DCO): Use DCO to automatically generate and test multiple ad variations based on audience data. This approach ensures each user sees the most relevant version of your ad, tailored to their preferences and behaviour.
• Real-time personalisation: Implement real-time personalisation strategies to adjust ad content based on user interactions and contextual data. This can be done through platforms like Dynamic Yield and Adobe Target.

First-party data integration for targeting affluent audiences

First-party data integration is key to successful campaign optimisation. Leveraging data directly collected from your clients ultimately allows for more accurate targeting and personalisation. By integrating first-party data from CRM systems, website analytics, and customer feedback, you can create more precise audience segments and deliver highly relevant ad content.

Ongoing cohort analysis and custom audience optimisation

Regularly performing cohort analysis and optimising custom audiences are crucial for maintaining campaign effectiveness. Ongoing analysis of how different customer cohorts behave over time provides valuable insights that can inform future marketing strategies. Custom audience optimisation, on the other hand, involves continuously refining and segmenting audiences based on the latest data to ensure ads remain relevant and effective.

Testing AI-based campaigns vs. manual optimisation strategies

As AI continues to evolve, it’s essential to test AI-based campaigns against manual optimisation strategies to ensure you’re campaign is successful. AI can automate and enhance various aspects of campaign management, from targeting to creative adjustments. However, manual optimisation allows for a more nuanced and strategic approach. By comparing the performance of AI-driven campaigns with manually optimised ones, you can determine the most effective methods for your brand.

Optimising digital advertising campaigns targeting affluent audiences requires a nuanced and data-driven approach. With a recent Forrester poll revealing that 65% of marketing professionals are concerned about data quality, put the time and effort into improving this. Embracing sophisticated campaign optimisation tactics positions your finance brand to better engage high-net-worth clients and achieve sustained growth in a competitive market.

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The imperative of personalisation in email marketing

Email marketing personisation goes beyond addressing clients by their first names. For HNWIs, it involves delivering bespoke content reflecting their specific preferences and financial situations. This approach is crucial at each stage of the marketing funnel, from awareness to conversion, ensuring communications are relevant and impactful.

According to B2B revenue attribution platform Dreamdata, its benchmark research shows marketing emails are clicked in more than 40% of won deals and have a meaningful impact on the length of the customer journey.

Dreamdata’s founder and chief marketing officer, Steffen Hedebrandt, said personalisation was a core element in B2B marketing and driving sales.

“Tailoring emails to the target recipient with relevant, relatable content drives deeper engagement and builds trust.” Hedebrandt said.

Advanced segmentation techniques

Effective segmentation is the foundation of personalised email campaigns. For wealth and asset managers, advanced data-driven segmentation can be based on several critical factors:

• Investment preferences: Segment clients based on their investment interests, such as equities, real estate, or alternative assets. Provide content aligned with their investment strategies.
• Risk tolerance: Understanding a client’s risk appetite underpins investment recommendations. Segmenting clients by risk tolerance helps firms send appropriate market insights, risk assessments, and investment opportunities matching risk thresholds.
• Life stage: The financial needs and goals of clients vary significantly across life stages. Whether clients are accumulating wealth, planning for retirement, or preserving wealth, segmenting based on life stage helps deliver relevant advice and solutions.
• Wealth level: Different levels of wealth require different management strategies. Segmenting clients by their net worth allows for more precise targeting of services such as estate planning, tax optimisation, or philanthropic advice.

Integrating personalisation throughout the marketing funnel

Personalisation should be woven into every stage of the marketing funnel:

• Awareness: Use personalised content to capture the attention of potential clients. Tailor introductory emails based on publicly available information or initial consultations to create interest.
• Consideration: Provide in-depth, relevant content addressing specific client needs and challenges. Segment your audience so they receive relevant information, such as market analyses or case studies specific to their financial goals.
• Decision: Offer personalised consultations and solutions. Use insights from segmentation to propose tailored strategies and services, making it easy for clients to decide in your favour.
• Retention: Maintain engagement with ongoing personalised communication. Regularly update clients with relevant information to ensure your services continue to meet their evolving needs.

For wealth and asset managers, personalisation and segmentation are not simply marketing tactics—they are strategic initiatives. By leveraging advanced segmentation techniques and crafting highly personalised email campaigns, you can enhance engagement, build deeper relationships, and drive conversions among high-net-worth clients.

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The better approach is to use this unpredictable period to make strategic marketing investments, based on a thorough analysis of performance and growth areas.

When inflation escalates and central banks hike up interest rates, that’s when we see clients fleeing into safer investments with lower fees – often short-term savings accounts. And asset managers find themselves squeezed from all directions.

Fees fall, there are outflows from active strategies, margins shrink, and the pressure never abates. Even with shifting consumer behaviours, global conflicts and rumours of a recession lingering, firms know they must remain competitive. They must retain existing clients – and constantly seek to grow assets under management.

For some firms, the response to this pressure has been to control costs and improve efficiencies through waves of redundancies, or combining multiple job functions into single roles.

Marketing budgets are also commonly stripped, including content marketing and paid distribution. But there are many cogent arguments for maintaining – or even strategically increasing – marketing budgets in tough times.

Lessons of the past

Time and again, history has shown that businesses reap the rewards when they maintain their marketing efforts through economic downturns. In a study conducted in 1999, companies that decreased their marketing efforts in a recession saw their market share drop by 0.8%. Those that maintained their marketing and advertising levels had an increase of 0.6%, while the companies that increased their advertising enjoyed an increase of 4.3%.

McKinsey research published in 2019 tells a similar story. During the 2008 recession, companies that drove growth during tough economic times achieved above-market total shareholder returns (TSR) for the following ten years.

Stay the course, retain and differentiate

While some of that research pertains to consumer companies, the principles apply equally in asset management. There is solid logic behind the notion that staying the course pays off for firms.

For starters, when other firms pull back on their content marketing and advertising, the “noise” in markets quietens. This gives an opportunity to stand out, gain market share and diversify into new segments.

When firms continue to invest in marketing, their clients feel reassured by their ongoing commitment to their products and services. Bear in mind that your clients’ organisations are also potentially facing economic instability. When you clearly communicate ‘business as usual’ at your end, you reinforce your own stability and reliability, particularly if your competition disappears from view. And you’ll be front of mind when your audience is ready to make a decision.

Getting clear about where to spend

For all of the above reasons, tough economic conditions call for an “investor mindset”. But firms should take an analytical approach. The key is identifying areas where the ROI isn’t great, then reinvesting marketing dollars in high-growth areas, where there’s likely to be better ROI. McKinsey has great advice here. Firms need to examine their various marketing budgets versus performance; look at the marketing messages, channels and types of content that have successfully inspired and informed the audience.

Also consider spreading marketing budget over an end-to-end mix of search, paid social, multiple content marketing formats and native advertising, alongside traditional advertising.

Asset managers should stay visible across the full funnel, from awareness, to consideration, to direct revenue-driving, using tools like search engine marketing (SEM) to support content and drive conversions at the bottom of the funnel. If your competitors are scaling back their digital marketing efforts, it’s a good time to run Google search ads – clients looking for specific brand names and not finding them will see you there as an alternative. (Also, with fewer competitors bidding for advertising real estate, costs per click reduce.)

When running these kinds of campaigns, ensure you’re getting targeting advice from a professional who will analyse relevant data, identify trends and insights to achieve maximum ROI. In a push to save money, some firms are turning to programmatic marketing, using automated bidding and placement platforms that buy and sell digital ad space in real-time. But used in isolation, the results won’t be the same.

Take a fresh look at your content

Firms don’t need to be continually reinventing their content – it’s exhausting and expensive. Think creatively about how you can deliver fresh, impactful content without over-investing. One way is to atomise ‘big rock’ content pieces. Start with a core content piece, e.g., an annual survey, research report or event, that you then build out into a schedule of webinars, live discussions, social media posts and more.

Generally, put fresh eyes on the content you create and make sure it’s not already out there in some form, that it’s on-brand and timely. Money spent on cookie-cutter, tone-deaf, poor-quality content and messaging is wasteful.

It might also be a good time to get back to the basics of your brand, reinforcing your brand promise and the consistency you offer, ensuring all elements in your marketing mix are instantly recognisable.

Winning firms view uncertainty as an opportunity

In the same way that firm-wide efficiencies are being created through investments in technology platforms, a competitive edge and business growth must be supported by investments in marketing. Position your firm for future success by staying where your market can see you, so you can weather economic turbulence and rebound stronger.

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Changing digital behaviours

In response to the ever-evolving landscape, your finance brand isn’t just competing with industry peers anymore; it’s now directly challenging industry giants like Amazon and Netflix. Consumers now expect frictionless, efficient, and personalised digital experiences when engaging in financial activities.

Content Square’s 2023 report, analysed 2.7 billion user sessions across 502 financial services websites, to unveil the trends shaping the digital customer experience.

1. Enhanced engagement drives better outcomes:
Websites experiencing higher engagement saw a substantial -58% reduction in bounce rate and 41% deeper sessions were observed. Users deeply engaged with content explored more pages in a single session. Notably, the activity rate on financial services sites increased by 11.8% year-over-year.

Takeaway for brands: Prioritise creating compelling and relevant content to boost engagement, leading to lower bounce rates and more in-depth user sessions.

2. Identifying and mitigating friction:
Frustration factors impacted 27.8% of all financial services sessions, with slow load times, multiple field interactions, and rage clicks being the top causes. Interestingly, visitors to insurance sites experienced more friction, with 1 in 3 visits affected by frustration.

Takeaway for brands: Address users’ UX pain points, particularly focusing on simplifying interactions and eliminating sources of user frustration. Investing in addressing UX frustration can reap great rewards, with a study by Forrester finding that every $1 invested in UX design generates $100 in return.

3. Optimise channel mix for new visitor acquisition:
While direct and SEO traffic constituted 58.7% of new visits, paid traffic, comprising only 10.9% of all visits, drove an impressive 16.7% of all new visits.

Takeaway for brands: Strategically invest in paid traffic sources to maximise new visitor acquisition, complementing your organic efforts.

4. Efficient experiences counteract one-and-done visits:
Slow load times impacted 14% of all visitor sessions in the financial services sector. Notably, websites with faster load times experienced 9.2% fewer one-and-done visits.

Takeaway for brands: Prioritise optimising website speed to reduce the likelihood of one-and-done visits, emphasising the importance of a seamless user experience.

5. Device preferences:
Desktop traffic constituted 61.1% of all traffic to financial services sites, marking a 1.5% increase from the previous year. While mobile web traffic share slightly increased, maintaining a multi-device digital strategy is crucial for attracting new visitors to financial service sites.

Takeaway for brands: Recognise the continued dominance of desktop traffic but adapt by maintaining a strong presence on mobile devices. A versatile digital strategy ensures accessibility for a broader audience, attracting both desktop and mobile users.

Key considerations for tailoring approaches

Adapting to evolving digital behaviours and aligning with shifting consumer needs is essential for an effective marketing strategy. Acknowledging these changes alongside other influencing factors enhances audience targeting. Alongside consumers’ online habits, you should also take into account the following:

• Sustainability: Consumers are increasingly focused on environmental sustainability. Many are willing to pay more for greener products and expect their finance brands to actively support sustainable initiatives. This shift requires your finance brand to incorporate sustainable practices into your products and services.
• Affordability: The wealth gap continues to widen, making it imperative for your finance brand to consider how it can support customers of all financial standings. This includes offering more inclusive and accessible financial products and services.
• Experience: Your finance brand should go beyond transactional interactions and actively seek to delight customers. This could involve personalised financial guidance, seamless tech integration, or exclusive rewards, creating memorable experiences that foster loyalty and attract new customers.

The rise of “Super Apps”

A survey conducted by PYMNTS and PayPal across the United States, the United Kingdom, Germany, and Australia revealed that 72% of consumers globally are keenly interested in super apps. Notably, consumers in the UK exhibited the highest interest, with 74% expressing a desire for super apps.

Super apps integrate multiple financial services, such as checking and savings accounts, investments, and payments, into one comprehensive digital experience. They are known for their high degree of integration and customer-centricity, effectively serving as the user’s personal financial operating system.

For financial marketers, understanding this shift is crucial. As customers become accustomed to these all-in-one solutions, traditional finance brands might need to adapt to meet these changing expectations. Integrating various financial services into a seamless experience, much like a super app, can set your brand apart in a highly competitive market.

Strategic responses for changing customer behaviours

In 2023 and beyond, finance brands must decisively adapt to changing digital behaviours to significantly enhance efficiency and drive robust growth. The significance of understanding the nuances of customer behavior and tailoring digital strategies to provide seamless, personalised experiences across all devices cannot be understated for financial marketers.

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Content marketing was our response to that disenchantment. It was how we were going to get our customers’ attention and loyalty back. We would deliver useful and/or entertaining content, making it relevant and valuable. We would ensure it addressed a need or a problem. And it would not be all about the SELL.

Some of us are doing a good job of that. But in some corners of the financial sector, content marketing feels like the advertising it was intended to replace.

Here’s a quick reminder of what we’re here to do, with financial content marketing.

1. Build relationships through human-centred stories

Some of your content will be product or service focused, for sure. People will want to understand exactly what you offer that your competitors don’t. This type of content falls under the ‘Help’ stream, where you provide tools and resources that the audience will be searching for to help fix their problem or meet their need.

However, Act content should only ever be one part of your content strategy, delivered primarily when consumers are at the pointy end of the funnel. Many won’t be interested in this information when they first meet you. They’ll want to get to know you first, find out what you stand for.

That’s why every content strategy should have its quota of ‘Hero’ content, capturing attention and building brand awareness by appealing to audience interests. Complemented by regular ‘Hub’ content designed to do the ‘heavy lifting’ with informational and educational pieces relevant to your offering.

That’s where the real storytelling happens – when you use your brand voice, letting the reader or viewer or listener imagine the person or people at the other end.

When you’ve done a good job of setting up that human relationship, then you can ask for something in return, whether that’s a sign-up or a purchase. That’s when the salesy messages feel right.

2. Know who you’re talking to and speak to their problems

By tracking the movement of customers through all your owned channels, and through social media or other third-party sites, you can learn from their behaviours and choices. From polling them, you can get into specific attitudes and emotions.

The benefit of personalising content based on these learnings is you don’t have to try and reach everyone with every communication. You can tell better, more targeted stories because your audience is more clearly defined. You understand their goals and needs more clearly.

3. Surprise them

Finance brands are risk averse for the most part, and that is understandable. They have a lot to lose if they get it wrong.

So the tendency is to play it safe, blend in. Look at what everyone else is doing and do the same, but with your branding on it. But there are non-risky ways to not blend in.

Like, using imagery that is memorable, that doesn’t look like stock imagery. Create it from scratch if you have budget.

Tell stories your audience doesn’t expect from you. For a wealth manager, that might mean revealing something about a principal’s past that has led them to the job they do today – helping people invest their money.

For a retail bank, that might be publishing research about consumer spending habits and tying it into stories about fashion, pets, gardening, mental health – any areas of interest identified.

4. Make it read-worthy

If you want your audience to devote the minutes it takes to read your blog, listen to your podcast or watch your video, then make it quality. Make it good storytelling. Make the most of language, metaphor, voice.

Legal disclaimers must often accompany content, but that doesn’t mean the stories should be similarly formal or dry. Use the language of your audience, in a subtle way. Good writers and producers know how to do that.

5. Make it more readable

Does your blog feel like every other webpage on your site? Or does it feel like a magazine?

Take your cues from traditional publishers online. Look at how they arrange information in columns, insert photographs, add pulled quotes and sidebars. Listen to how popular podcasts are produced, how they maintain interest. Watch the work of professional video makers – what are their tricks for luring people in and keeping them watching?

Then look at your own content. If it’s not doing its job of informing and entertaining, before it starts selling, then it might need a shake-up.

If you don’t have the resource inhouse to make better content, then look outside your organisation for quality writers, podcast producers and video producers. People with the skills and ideas.

And if you’re already doing all of that, congratulations: you’re delivering on the promise of financial content marketing.

The post How to talk to people tired of the sell appeared first on Financial Marketer.

What is AI technology?

Artificial intelligence technology is simply when machines can do the tasks or jobs that are commonly thought to be done only by humans. AI technology has been a part of financial marketing for a while now, predominantly in the form of chatbots or voice recognition.

However, as technology continues to improve so do the ways in which AI technology can be integrated into your financial marketing tactics. In a recent study, 41% of marketers reported enhanced performance and a rise in revenue growth as a result of using artificial intelligence in their marketing operations.

Speaking to Andrew Frith, Research and Social Media Director at The Dubs, he explains, “AI has the potential to transform financial marketing by providing advanced analytical capabilities, personalised customer experiences, and automated decision-making.”

How can AI improve financial marketing?

There are a number of ways artificial intelligence can improve financial marketing. As previously mentioned, the use of chatbots and voice recognition have been great contributions to the overall customer experience and helped streamline problem-solving capabilities.

When asked, Andrew notes four other ways artificial intelligence can improve financial marketing.”Overall, AI has the potential to revolutionise financial marketing by providing advanced analytical capabilities, personalised customer experiences, and automated decision-making.

“AI can help financial institutions stay ahead of the competition and provide superior service to their customers.”

There are four key areas AI can help financial marketers:

• Predictive analytics: Artificial intelligence algorithms can analyse vast amounts of financial data to identify patterns and predict future outcomes, allowing financial institutions to make informed decisions on customer behaviour and market trends.
• Personalised customer experiences: AI-powered chatbots and virtual assistants can offer personalised recommendations and support to customers, based on their specific needs and preferences. Around 95% of marketers believe that artificial intelligence will improve their ability to personalise user experiences.
• Risk assessment: Artificial intelligence can help financial institutions to better assess and manage risk by analysing data and identifying potential areas of concern.
• Marketing automation: Artificial intelligence can automate marketing campaigns, including targeted advertising, email marketing, and social media outreach, helping financial institutions to optimise their marketing efforts and maximise return on investment.

Pros for financial marketers

When integrated effectively and innovatively, artificial intelligencecan have vast benefits for financial marketers.

“Integrating AI into financial marketing can offer significant benefits to financial institutions, enabling them to provide superior customer experiences, increase efficiency, and achieve a competitive advantage in the market,” Andrew says.

Here are four ways in which artificial intelligence can benefit your brand and finance business:

• Improved customer engagement: Artificial intelligence can provide personalised customer experiences, tailored to each customer’s individual needs and preferences, leading to higher levels of engagement and customer loyalty.
• Increased efficiency: AI-powered tools can automate many of the repetitive and time-consuming tasks associated with financial marketing, such as data analysis, reporting, and campaign management, freeing up staff time to focus on more complex and strategic activities.
• Enhanced targeting and segmentation: Artificial intelligence can analyse vast amounts of customer data to identify patterns and segments, enabling financial institutions to target specific customer groups with highly relevant and personalised marketing messages.
• Faster decision-making: Artificial intelligence can process large amounts of data quickly and accurately, enabling financial institutions to make informed decisions faster and respond more effectively to changing market conditions.
• Greater cost savings: Artificial intelligence technologies are projected to help reduce marketing costs by 30% across industries. Artificial intelligence can primarily reduce costs associated with traditional marketing methods, such as print advertising and direct mail, while also improving the return on investment of marketing campaigns.

Cons for financial marketers

While artificial intelligence can be a big help and support for financial marketers, it’s not a perfect solution. Just like with anything, it still requires someone to oversee what’s occurring in order to prevent any issues.

Artificial intelligence utilises algorithms and past data to complete its tasks. This means things such as context or nuance can be lost in the milieu of information it’s processing. Checking answers and ensuring you keep tasks simple and straightforward remain necessary for you to get the best results.

Just like you see in those scary sci-fi horror movies, artificial intelligence doesn’t have human empathy. While it may seem obvious, AI technology lacks a ‘human touch’ which can be necessary to build trust and rapport with your clients. Ensure AI isn’t utilised or limited in cases where empathy is paramount for maintaining good customer service and engagement.

Finally, artificial intelligence isn’t suitable for complex tasks such as providing financial advice where personalisation is a priority. Every client and financial situation is different. Speaking to real people who are experts is paramount in these types of situations.

While artificial intelligence is amazing, it’s not a perfect solution for every scenario and should only be utilised in appropriate settings to ensure you maximise results.

Concerns

While AI is amazing, it shouldn’t be trusted 100% of the time. Just like people, AI can make mistakes that, if not identified, can impact your financial marketing strategy to a significant extent.

When speaking to Andrew, he noted six key areas of concern. “Data privacy and security, bias and fairness, transparency, human oversight, integration with existing systems, and skills.”

“Financial marketers should be aware of these considerations when utilising AI technology, and take appropriate steps to mitigate risks and ensure AI is being used effectively and ethically to benefit customers and the institution,” Andrew says.

To explain in further detail, here is what you need to look out for when utilising AI technology such as ChatGPT and other systems:

• Data privacy and security: Artificial intelligence relies on vast amounts of customer data to provide personalised experiences and insights. Financial institutions must ensure they have robust data privacy and security measures in place to protect customers’ sensitive information and comply with relevant regulations.
• Bias and fairness: Artificial intelligence algorithms can perpetuate existing biases in data sets, potentially leading to discriminatory outcomes for certain customer groups. Financial institutions should be aware of these risks and take steps to ensure AI is used in a fair and unbiased manner.
• Transparency: Artificial intelligence can sometimes generate results that are difficult to explain or interpret, raising concerns about transparency and accountability. Financial institutions should ensure AI-powered tools are transparent and can be audited to ensure they are producing accurate and reliable results.
• Human oversight: Although artificial intelligence can automate many tasks, it still requires human oversight and intervention to ensure it’s being used effectively and ethically. Financial institutions should have appropriate governance structures in place to ensure AI is being used in a responsible and ethical manner.
  Integration with existing systems: Financial institutions must ensure AI-powered tools can be integrated effectively with their existing systems and workflows, avoiding disruptions or compatibility issues.
• Skills and expertise: Financial institutions must have the appropriate skills and expertise in place to manage and implement AI-powered tools effectively. This may involve hiring specialised staff or partnering with external vendors with expertise in AI and financial marketing.

Looking to the future

While artificial intelligence has improved drastically in the past few years, it will continue to do so. If you don’t want to be left behind, it’s important you stay up to date on the latest trends and happenings in this arena. In fact, 56.6% of marketing experts believe artificial intelligence will have the largest impact on the industry by 2025.

So what can artificial intelligence teach us about the future of financial marketing? As Andrew explains, “The increased use of AI technology in financial marketing teaches us the future of marketing is likely to be increasingly personalised, data-driven, and technology-enabled.”

He adds, “Financial institutions that embrace these trends and invest in AI-powered tools and capabilities are likely to gain a competitive advantage in the market and provide superior customer experiences”

As we mentioned, while artificial intelligence is awesome and can be a big support for financial marketers, there still remains a level of concern when using it. Artificial intelligence isn’t perfect and should always be monitored, tested and overseen to ensure it doesn’t impact your brand negatively.

The post What financial marketers need to know about AI appeared first on Financial Marketer.

What’s the deal with client retention?

While generating leads and onboarding new clients is an essential aspect of financial marketing, something that’s overlooked is client retention. Retaining clients is an important investment for finance brands and is critical for growth. According to a study by Bain and Company, a 5% increase in customer retention produces a 25% increase in profits.

According to research, the average customer attrition rate among retail financial institutions per year is 15%. While not as high of an attrition rate as other industries, the more clients you retain the greater your bottom line.

How content marketing has helped MoneyMe succeed

According to Richard Bray, Chief Marketing Officer at MoneyMe, content marketing has been an effective strategy to retain clients. For Richard, “MoneyMe’s customers are youthfully ambitious and digitally-savvy, meaning they want to be equipped with the right tools, knowledge and decision-making power to make smart financial decisions.”

“To us, content is king as it provides our customers with the knowledge to understand things like credit score and how this impacts their borrowing capacity and even their interest rates,” Richard says.

A core tenet of MoneyMe’s content strategy is assuming their clients aren’t financially savvy and always prefer the long approach to clearly explaining the process and financial terminology. While the financial advisers dealing with HNWIs may consider their clients more financially literate, Richard explains, “Making things easy, intuitive, informative and giving the customer a sense of knowledge empowerment is critical to our overall approach.”

An important way to retain clients through content marketing is by ensuring communication channels remain open and your finance brand focuses on delivering useful content to clients.

Richard says this approach to content marketing has been extremely effective. “We have seen amazing results with free tools such as our credit score tool which helps people understand their financial position.

“We currently see around 10,000 people checking their score each month which is a mix of both new and existing clients.”

When asked whether content marketing has helped MoneyMe retain clients Richard confirms, “Yes, it makes MoneyMe a trusted adviser and brand they can rely on as a go-to source for information.”

He explains that MoneyMe began a customer newsletter specific to real estate agents that offers three to four relevant articles. “We started a customer newsletter around 6 months ago and continually see open rates above 21% and opt-out rates below 0.3%.”

“After getting feedback from the real estate agents, they find value in these conversation starter topics and broader knowledge on global and national real estate topics that are outside their local real estate knowledge is valuable.”

By creating content that’s relevant, informative and value-driven MoneyMe has found that clients continue to keep their brand front of mind and remain working with them long-term.

Three ways content can help retain clients

When it comes to creating a content strategy that retains clients, there are three questions you should ask yourself:

• Is your content educational?
• Are you utilising an omnichannel approach?
• Is your content personalised and providing value to your current clients?

At the end of the day, educational and personalised content is king. If your content’s not providing value or offering information on relevant issues, then clients will no longer feel seen by your finance brand.

According to Richard, the content that performs best for MoneyMe is content that is useful and provides them with tips, tricks and hacks.

“The world of finance can be seen as somewhat boring so keeping it short and sweet is best,“ Richard says.

Often, the key to effective financial content marketing is not to try and sell your brand to clients but instead inform, educate and entertain them in order to build brand trust and awareness. By providing your clients with useful information you continue to serve them and cater to their needs.

Another important aspect of effective content marketing is ensuring you adopt an omnichannel approach. Not every client will be receiving your content on one channel. Rather, clients are spread across various communication channels, whether that’s social media, email or website. Owing to this, it’s important you cater to your clients wherever they find you.

Tailoring your content to the platform it’s being presented on is an important aspect of omnichannel marketing and one that will make or break your content strategy. Consider who your target audience is on each platform. Often, those who view your X may be different from your audience on Instagram and so on.

For Richard, MoneyMe utilises a variety of platforms to present its content.

“80% of our D2C users use our app, so we are now putting more content there so they can click and read in that environment rather than having them leave to a blog environment.

“We have recently invested in Braze, a marketing automation marketing platform. This allows us to send communications via emails, SMS, push notification, webhooks and more. We are still using a lot of email and SMS marketing, too.”

Final words

If your goal is to retain clients (and it should be), your content marketing needs to support this. Remember to provide value-driven content that’s educational, informative and catered to your audience.

A word of advice from Richard on what finance brands should remember: “Relevance, relatability and writing from personal experiences are ways in which to nail your content marketing strategy.”

When done right, content marketing is an important tool that can be used to support client retention.

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