Leading European asset manager: building a go-to-market strategy

The Challenge

The European wealth and asset management landscape is becoming increasingly competitive. Key market players are seeking new ways to both grow their customer bases and assets under management and diversify revenue streams – all while driving efficiency and creating leading digital experiences. Within this context, technology is becoming a key enabler, with increasing numbers of solutions available to wealth and asset management firms that can help them digitise their operations and customer servicing. Our client – one of the largest asset managers in Europe – already offered wealth managers a leading wealth and asset management technology platform, but needed support in enabling a leading go-to-market strategy that would drive the growth of its client base at scale.  

Our client required support optimising their go-to-market approach through the redesign of their visual identity and website, as well as the creation of additional sales collateral to support prospective client engagements. The collateral needed to clearly reflect the key brand messages of the organisation while effectively positioning their USPs, in order to create compelling and differentiated sales experiences for prospective buyers of their wealth management technology platform.  

The Approach

Our team of experts began by reviewing our client’s existing brand materials to identify key brand messages. We produced an iterative series of theme and identity options to review, before working closely with our client to agree on a new visual identity. Based on this identity, we created a new brand guideline for use across different materials (for example pitch decks and proposals) to ensure consistency in the application of the visual identity. Our product specialists refreshed multiple pre-sales assets before applying the new visual identity to all collateral. Each product designed and delivered had a unique document that could be leveraged by sales teams in their sales processes. Finally, we conducted a user experience audit of the website across navigation, homepage and policy management, and refreshed our client’s user personas. These insights enabled us to design and implement a completely new website sitemap, UX and UI for our client. 

The Impact

With a refreshed visual identity built into effective sales collateral and an optimised website, our client now has the tools required to deliver on their go-to-market strategy, supporting their goals to effectively grow their customer base at scale. With an optimised, best-in-class website and sharp new sales collateral, our client’s end-to-end sales and marketing experience is transformed; optimised for the complete sales lifecycle, from lead generation through to deal conclusion.