Building the early investor’s confidence and habit
- Investor Education Hub
- Expert-led Content
- Empathetic Communication
JP Morgan Asset Management wanted to tap into a definite market gap – democratize access to expert advice for the early investor segment. This was key to new investors being discerning with their judgment. Ironically, they were also the segment that approached investing based on isolated tips or the herd mindset.
Our audience research led us to the truth that was hiding in sight. The sheer amount of conversation around mutual funds was overwhelming for new investors. While it hit home the message ‘Mutual Funds Sahi Hain’, it did not empower them to make confident, informed decisions.
We proposed turning the typical industry approach on its head. Create an investor awareness platform that prioritized user queries instead of focusing on instrument awareness. Every aspect of ‘Alphabet’, from branding to content formats, was designed to speak simple. The language was introduced across the customer journey, including performance marketing campaigns. By creating a relatable narrative, we were successful in driving high platform engagement and a behaviour shift.
“The paradox made this one a truly fascinating brief. Despite plenty of investor education out there, new investors were falling short of the tools they needed to make informed decisions. As a team, this made us realize the need to simplify things and build for the person within every investor. Alphabet was a result of strategy that focused on human sentiment over product brilliance. And that I believe is what made all the difference.”
The platform became a go-to-place for new investors keen to build their own understanding and point-of-view on the various aspects of mutual fund investments. This resulted in:
