Brand: Big Four Accounting Firm
Team: Independent
Context
Disruptive innovation from Fintech is changing the landscape of Financial Services, and this Big Four Accounting Firm turned to us to look at the macro forces influencing one of their largest businesses: Asset & Wealth Management. Faced with pressure from local competitors, other Big Four firms and management consultancies - they needed a deep look at the category to determine key business, brand, messaging and content approaches to keep them ahead of the curve.
Insight
We took a deep look at the industry and the multitude of megatrends influencing clients and competitors. The category was filled with a massive amount of content. We found that downward pricing pressure and challenges in the global financial system were causing concerns for clients, disruptors were stealing share from niche categories of the business. In short: the entire competitive landscape was sluggish to adapt to the pace of innovation. To stay on top, our client would need to focus significantly on covering innovators in the space to keep clients and ensure it was innovating from within.
Solution
We recommended the team invest in a clarified content strategy and a thorough evaluation of the our client’s ability to stretch into areas ripe for M&A. Furthermore, we highlighted key content categories that would stand out from the pack, and recommended best-in-class tactics to bring content to life. Today, our client’s AWM practice is steeped in a Fintech-forward approach, including investment in their annual Global FinTech survey of over 1,300 participants across 71 countries and 6 continents. Moreover, AWM content was recently elevated as a critical pillar of it’s branded members-only platform specifically geared towards providing exclusive expert insights and professional services content.
Results
Fintech-forward content strategy including Global Fintech survey of over 1,300 participants across 71 countries and 6 continents
AWM content elevated as a Hub on members only professional platform
Expanded analysis of competitors and future disruptors