Empowering advisors to evolve in a changing landscape.
For more than a decade, we’ve partnered with Merrill Lynch, a Bank of America company–helping them navigate some of the financial industry’s most challenging times and biggest inflection points.
We’ve seen how the economic recession led to deep investor mistrust and how new technology has empowered clients to direct their own investments. In the face of these monumental shifts, we’ve helped both firms and advisors to articulate their value to clients.
Through it all, we’ve empowered advisors to connect with clients in meaningful ways. With more human narratives, more modern marketing, and an embrace of technology–we help Merrill and its advisors build lasting relationships and drive business results.
What We Do
- Value propositions
- Messaging strategy
- User journeys
- Communications plans
- Thought leadership
- Sales enablement
- Event experiences
- Product launches
- Leadership socialization
Highlighting the humanity of financial advice.
With the rise of robo-advisors, today’s investors have more options than ever before. We’ve helped Merrill’s 15,000 autonomous advisors across the country to effectively communicate the value of what they do through stories that stand out in a commoditized landscape.
Harnessing interest in impact investing.
As impact investing has grown from niche to mainstream offering, it continues to gain interest among diverse groups of investors. We developed a value proposition and messaging for Merrill advisors to explain to clients just how simple it is to integrate sustainable investments into their portfolios — and why they should do it with Merrill.
From burden to business opportunity.
When Merrill launched One, it was a sweeping effort to merge client investment accounts onto a single technology platform. From leadership messaging to client conversation guides to conference experiences, we provided the plan and content to drive change. It worked: while most advisors feared losing assets, the launch in fact brought in more than $22 billion in net new assets.
Engaging women — finally.
Today, women not only manage household finances, but they also live longer than their male counterparts--meaning they often inherit financial responsibilities. Yet across the industry, advisors were struggling with how to address the specific needs of women. We helped Merrill package its landmark study on female investors of all backgrounds, and created conversation guides and digestible whitepapers to drive advisor engagement and client acquisition.
It's all about the content.
Keeping the Merrill brand relevant to new and diverse segments requires a constant flow of new content. Our efforts have spanned nearly every audience that Merrill serves. Rather than looking through the traditional lenses of age and assets, we’ve focused on human issues that intersect with finances, with multichannel programs on topics like caregiving and parenting.