Fidelity Investments: The Green Line

Fidelity Investments' Green Line Campaign leveraged the financial crisis-driven trend towards previously self-directed investors preferring to discuss and validate their investment ideas with a trusted professional before making investment decisions.

Fidelity Investments: The Green Line


Market Conditions

Few predicted the magnitude of the 2007-2009 financial collapse and the impact it would have on investors. Many investors who had relationships with Fidelity Investments, as well as those who had relationships with other financial firms, became increasingly conservative in their approach to investing and many transferred their assets out of equities to avoid market volatility.

The Evolving Investor Mindset

Fidelity was founded on the idea of meeting the needs of the self-directed investor – the person with a working knowledge of investing and personal finance and who wanted to make...

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