CASE STUDY – InvestSMART
InvestSMART is an online subscription (Eureka Report & Intelligent Investor), financial management and investment company, chaired by Paul Clitheroe. The challenge was to bring the many facets of this company together under a cohesive brand offer
WHAT MATTERS TO PEOPLE?
Many people want to be in control of the investment decisions but finding all the components they need to successfully self invest is difficult. (Knowledge and advice, the tools to monitor and manage and access to the right products – ideally all in one place)
WHAT DOES THIS MEAN?
InvestSMART had all these components but was not clearly communicating this, resulting in confusion and concerns about potential conflicts of interest across different parts
of its offer.
WHAT TO DO ABOUT IT?
1. Roles of the different components of the offer clarified and developed into a more holistic solution, under an overarching brand position
2. An improved online user
3. Rework of the financial model moving from a subscription to a service model