Financial Services
End-to-end fluency from consumer credit to institutional investment
Often, answering your business questions means…more questions. Which type of financial services marketing consultancy to go to? Consumer credit specialist or institutional investment expert? Retail or wholesale?
We say, both. KAE offers end-to-end fluency across the entire financial services spectrum, from consumer credit to new investment propositions. Our financial services marketing and financial services research solutions are always informed by our holistic understanding of the whole value chain in the creation and distribution of financial products.
The result is an impressive track record of turning our FS clients’ business problems into commercial opportunities.
These are just some of the questions we’ve answered lately:
- How can we take advantage of regulatory change in the insurance market?
- What strategy should we adopt for creating successful brand partnerships?
- How can we improve our offshore capabilities through global benchmarking?
- How can we identify the unmet needs of High Net Worth customers?
- How can we determine where to invest in our retail network?
Financial Services Marketing: Fluency in Action
Competitors
Avoid knee-jerk reactions to competitor threats; before retaliating in kind, unpack the offering to understand its strength and weaknesses – and where your optimum opportunities lie
Unlocking the secret of a competitor threat
Client: Financial Services – Car Insurance
With a competitor launch of a new insurance proposition in collaboration with a leading car manufacturer, our client’s core business was under threat. Not only did the competitor product offer large discounts on new cars, it included major spend on customer recruitment. KAE responded by investigating the competitor product in detail – by reverse-engineering its economics. Having unpacked its mechanics, strengths, weaknesses and significance, we identified a serious flaw: the disruptive effect of company cars on the UK market. This insight enabled our client to look outside the UK and strike back successfully in another market.
Market
Even in the most mature marketplaces, significant improvements to the effectiveness of direct marketing can have game-changing results
A step-change in marketing to a mature market
Client: Insurance Provider
Operating in a mature and hotly contested market, the client sought to improve its overall marketing effectiveness. So, KAE created a powerful segmentation model, based entirely on the needs and attitudes of general and life insurance buyers across multiple markets. The key to KAE’s model was ‘tagability’, enabling target segments to be better tagged and profitability metrics more accurately assigned. By making target segments immediately selectable from Axciom, Experian and other leading prospect database providers, KAE had effected a step change in the client’s direct marketing.