Background
Schroders is a multinational asset management company operating in 29 countries. They provide investment solutions to institutions, intermediaries, high net worth individuals, and charities.
Investment managers typically conduct marketing via intermediaries, such as financial advisors, who review available products and advise their clients. However, Schroders' research indicated that private investors were becoming more self-directed. Consequently Schroders adjusted their marketing strategy to connect with private investors more directly, whilst maintaining their relationships with intermediaries, who remain the core client base.
After workshops with international marketing teams, Schroders chose to produce an investment education and behavioural finance platform. Although investor education...