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Case Study : Investment Product Development

    It is more difficult for a client to design or refine a product when it is sold primarily through the Advisor network. It is also extremely challenging to understand why a product isn’t performing to satisfaction and what could be done to increase sales, when IFA’s are the consumer face of the product.

It is more difficult for a client to design or refine a product when it is sold primarily through the Advisor network. It is also extremely challenging to understand why a product isn’t performing to satisfaction and what could be done to increase sales, when IFA’s are the consumer face of the product.

Our client asked us to conduct research amongst high net worth customers, who had invested in their guaranteed investment fund product and prospective investors. The core objective was to identify how to attract customers to the product by enabling them to understand the; core product mechanics, the investment aims of the Fund and the associated risks to their capital and potential return, whilst being reassured by particular aspects of this technical product and credibility of the brand.

This qualitative research, required Compass to test communication materials and educate respondents regarding this highly technical investment product

The insights gained assisted our client in refining the core product design and create balanced marketing communications, which attracts consumers to the product, whilst being TCF compliant and identified the most appropriate sales process to maximise the product opportunity for client and advisor.

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