How did we build a brand for a digitally-led disrupter?
We were brought on board by Netwealth to raise awareness among its target clients of affluent to high-net-worth investors, while re-defining and differentiating its proposition as a leading light among the new breed of “hybrid” wealth managers.
Following a successful launch in 2015, Netwealth struggled to sustain media interest in a crowded market owing to the deep-seated industry incumbents but also a number of new and noisy market entrants. We therefore needed to find a way to help cut through the noise, generate and sustain media interest, whilst also growing and protecting Netwealth’s reputation as it executes ambitious growth plans. The underlying objective was to motivate target clients to switch or diversify their wealth management providers.
Following an intensive immersion process, we developed a 12-month strategy to enhance Netwealth’s profile and improve understanding of its proposition. Media briefings, executive profiling and editorials were used to position Netwealth among the primary challengers to the established players, by educating audiences about its key differentiators and adopting strong positions on issues such as fees, women and transparency.
Allied to this, creative research and insight based thought leadership campaigns were developed to help Netwealth lead the conversation on subjects of importance to its target customer demographic. This included developing data-driven insights on inheritance and intergenerational wealth transfers, as well as finding a new angle on the financial journey and ambitions of women to promote Charlotte Ransom, the CEO, as a commentator on women and wealth.
These proactive set-pieces were underpinned with an always-on press office, to manage reputational challenges arising from media requests and exploit opportunities to issue client focused commentary on industry and regulatory developments. We also identified relevant opportunities for Netwealth to enter industry awards to bolster its challenger credentials.
The 12-month campaign delivered almost 300 media appearances for Netwealth and maintained a weekly presence in the national media. This greater profile has helped improve understanding of its proposition and enhanced the business’ credibility and authenticity as a legitimate challenger to the establishment. Two thirds of coverage generated was driven by proactive brand-building thought leadership campaigns.
Netwealth’s signature women and wealth campaign – centered around a report entitled ‘Me, my money and I’ – appeared multiple times in key target publications including the Financial Times (x2), The Daily Telegraph (x3), The Times, Sunday Times and the Daily Mail, alongside broader consumer coverage in lifestyle publications such as Good Housekeeping and Refinery 29.
This activity has successfully positioned Netwealth’s CEO and senior team as go-to commentators, while underlining the business’ status in the eyes of media and its clients as a bold and committed advocate for greater value, transparency and gender equality in the market. Netwealth also won a number of awards in 2019, including Emerging Manager at the PAM Awards