Use emotions for investment advisory services

Who do clients rely on when making investment decisions? Do they trust in logical, legally compliant algorithms or in their consultant? According to surveys, they do prefer relationship managers. With our newly developed IT solution aSpark®, the bank can digitally support the highly esteemed relationship with the relationship manager. During the conversation, the consultant can filter and use investment topics according to the customer's interests. Furthermore, these customer-specific topics may be used across all digital touchpoints, e.g. for mailings, newsletter campaigns or apps.

The aSpark® solution convinces through the consistent, digitalised use of stories. A database is fed with investment stories and the advisors can filter out the topics that match the customers' interests according to the Netflix principle. Hence, the higher the match, the more exciting the topics and targeted investment proposals are for the client, and positive emotions are guaranteed. A win-win situation and shining eyes on both sides result from the feeling in investing in meaningful assets. The client invests with great enthusiasm and wins through the profits.The bank increases its turnover, its assets under management and increases customer satisfaction.

 

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Andreas Egli
Partner - Head of IT Consulting

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Theme-based investment advisory

The art of storytelling is also making its way into investment advisory services. Investment proposals from sophisticated algorithms and robo-advisors are often very abstract and non-transparent. Brain scientists have discovered that difficult-to-understand topics or risk assessments lead to the release of stress hormones. Positive topics and easy-to-follow stories, in contrast, promote a sense of security and lead to quick investment decisions.

With the help of aSpark®, you can bring the right topics or use them in digitalised form for customer-specific mailings or other campaigns. Whether it's the impact of Brexit, the US elections, the rise of 5G or climate change - investment topics that resonate with personal interests spark emotions and encourage investing.

Three building blocks to sales success with aSpark®

Products

Risk/return-optimised, legally compliant, traceable and with industrialised portfolio construction. Asset allocation is adapted to the individual profile of the client, with due consideration of regulatory restrictions (cross-border rules, MiFID II & FIDLEG) when selecting products.

Themes

Global events, market trends or short-term opportunities are exciting topics that your marketing department identifies early on and either enters the topic as a story or imports it from third-party providers. Themes and corresponding products are defined for specific target groups (e.g. age group, domicile, AuM, hobbies).

Customers

Using the stories, your wealth advisors will find suitable products for selected customers. Regulatory restrictions are checked automatically. After analysing the customer’s portfolio, the advisors can automatically invite customers for consultation and convince them with stories.

Smart and convincing functions

The advantages of theme-based investing

Customers

The meeting with the relationship manager turns to an enjoyable experience, and the suggestions match the customer profile. Thus, the relationship and trust with the relationship manager and the bank are strengthened.

Bank

Investments in the research department and in relationship managers pay off. The bank can differentiate itself from the competition and clients experience real added value.

Relationship manager

Inspire customers with personalised stories and explain the proposals in a well-founded and understandable manner: story-based consulting ensures long-term customer loyalty.

CIO Office

Collaboration with relationship managers is simplified and the bank's own investment strategy is implemented more consistently. Ideas reach the right target group.


"Stories strike right into the heart. Whether it's short-term market opportunities or long-term, trend-based investment strategies, all investments are based on real events, which we bring back to the customer dialogue with the Investment Story Platform. We are convinced that algorithms are irreplaceable, but today, and in the future, it is not algorithms that sell investment products, but good stories."

Andreas Egli, Confinale AG, Partner - Head of IT Consulting