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Sasfin Wealth

PROJECT

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Brand Positioning – Wealth Sector

  • In a sector where the majority talk ‘asset allocation and returns’, how do we stand out to focus on enduring client relationships?

CHALLENGE

In an environment where investment rock stars are the norm, and investment philosophies often shift with leadership changes, how does an established, multi-awarded Wealth business build a steady standout positioning that will stand the test of time?

What was required was a positioning and go-to-market plan that brought them to the forefront and highlighted their distinctive take on Wealth & Investment Services.

INSIGHT

We deployed our team of Business Anthropologists to spend time with wealth managers and brokers, whereby they uncovered that whilst wealth managers are equipped to handle financial conversations, discussing money tends to bring up feelings for everyone – from shame and guilt, to responsibility and excitement, to legacy and potential – and brokers aren’t necessarily equipped for deep emotional conversations. Furthermore, the anthropology found a high correlation between the destigmatisation of money conversations and personal success with money.

STRATEGY AND CREATIVE

Realising that money conversations are emotional, and leaning into Sasfin’s human-first, family-centred character, as well as their promise of being ‘Beyond a Bank’, we established that Sasfin Wealth’s purpose was to enable a world where people have open, honest conversations about money because better money dialogue led to better money decisions.

The campaign did this by recognizing the human emotion through a positioning line, and then by enabling healthier money conversations through a tactical plan that upweighted a podcast series (emphasising conversation) hosted by a well-known personal finance coach and author, as well as numerous creative pieces that call out the emotional truth behind money.

CAMPAIGN HEADLINE

Money is More than Money