Wealth Management
Case Study

Driving Wellness Adoption by Connecting to Core Beliefs

Challenge

Wealth management is a notoriously competitive space, efficiently engaging prospective investors and building profitable, long-term relationship requires a deeper understanding of what these consumers really want.

For a major wealth management client, we applied these core beliefs and behaviors to redesign their customer journey and embed the insights into their CRM systems.

Insights

Rosemark’s Investor Persona research discerned four distinct belief profiles that define the mass affluent market: The Expert, The Delegator, The Collaborator, and The Procrastinator. Each Persona is driven by unique core beliefs, behaviors, preferences, and sensitivities related to financial advice, investment plans, risk tolerance, and fee sensitivity.

The Expert

“I make investment decisions myself—just be an expert when I need it.”

The Expert believes their expertise should be recognized and demands tailored, advanced financial tools and data.

The Collaborator

“I want to work closely with someone who understands my financial goals—good service is worth paying for.”

The Collaborator believes that a personalized plan, centered on their family’s specific needs, is crucial to success—and wants to work closely with an advisor as a partner.

The Procrastinator

“I’m intimidated by investing and am not sure where to start—I just know I need help.”

The Procrastinator often feels guilt for having delayed financial planning and believes they need help to get back on track.

The Delegator

“I don’t have the time to manage my investments closely—just tell me what I should do and when.”

The Delegator believes in the value of professional guidance and relies on advisors to take the lead, while still expecting to be kept informed.

Program

These insights laid the foundation for highly personalized engagement strategies designed to meet the precise needs of each group.

From initial awareness to account servicing and ongoing personalized engagement, each stage of the journey was designed to reflect the beliefs and preferences of target segments, ensuring relevance and driving conversions. Persona-specific messaging was integrated across various digital touchpoints, such as targeted ads and personalized onboarding.

Targeted Ads and Messaging

The Expert received targeted banner ads and pre-roll spots tailored to their belief in the importance of advanced trading strategies. Meanwhile,

The Collaborator was presented with personalized tools aligned with their belief in family-centric financial planning and their desire to work closely with an advisor as a partner.

Onboarding Experience

We personalized the onboarding journey for each persona. For

The Expert, the onboarding process focused on advanced tools and customization options that allowed them to quickly adjust settings based on their trading expertise. In contrast,

The Collaborator was guided through an onboarding process emphasizing family-focused financial planning, with frequent touchpoints to collaborate with an advisor.

Ongoing Engagement

The ongoing engagement for The Expert centered around providing cutting-edge insights and updates on advanced trading strategies. Meanwhile,

The Delegator received more summarized updates, with clear calls to action from their advisor, making it easier to stay informed without being overwhelmed by details.

3.7x

Results: 3.7x

This belief-driven and personalized CRM strategy produced significant business outcomes. Over the course of our engagement, the client saw a 3.7x increase in Assets Under Management (AUM). This highlights the power of leveraging core beliefs to shape customer experiences, driving both conversion rates and engagement over time to lower CAC while building customer lifetime value.