Creative client
This case study delves into the art of brand storytelling and its effectiveness in marketing.
This case study delves into the art of brand storytelling and its effectiveness in marketing.
The Challenge
How do you transform a fintech platform from potential threat to trusted advisor ally?
Envestnet, the largest financial technology platform for advisors, faced a critical challenge. Despite their powerful suite of tools, they risked alienating their core users - financial advisors who feared being replaced by technology. Their fragmented brand, built through acquisitions, lacked cohesion and clear positioning in the market. Envestnet, the largest financial technology platform for advisors, faced a critical challenge. Despite their powerful suite of tools, they risked alienating their core users - financial advisors who feared being replaced by technology. Their fragmented brand, built through acquisitions, lacked cohesion and clear positioning in the market.
APPROACH
The financial services category was stuck in a loop of tired imagery: handshakes, couples on beaches, and sailing metaphors. Meanwhile, advisors needed to understand how this technology would enhance, not replace, their expertise.
Without addressing both the audience tension and the brand and product positioning Envestnet were at risk of alienating their core customer at a time of significant product innovation and competition in the sector.
Everyone in wealth management shows the same tropes - happy couples on beaches, advisors shaking hands with clients. We rejected that entirely. Instead of addingto the clutter of what retirement looks like, we showed how advisors could bring complex financial tools to life in a completely unique way. And it worked - we did another campaign off the back of its success.
Tim Cawley, Partner, Rival
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