How financial brands can market to niche groups and communities

Turning up in the right way in the right communities can be hugely beneficial for finances and can change people’s minds about engaging in a low-interest category.

Think about online communities and financial services and one incident may come to mind ahead of all others. It’s one of those true stories that seems so unimaginable Hollywood had to make a movie out of it. The tale starts with a subgroup on online forum Reddit, flooding the market by buying shares in underfunded US games retailer, GameStop – causing more than a few headaches for hedge fund managers betting on GameStop’s share price to drop.

But the GameStop/Reddit story is an outlier when it comes to online communities and people’s finances. And financial brands more generally,...

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