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Using insight to drive thought leadership

When Zurich was planning to launch a range of multi-asset funds, the challenge was how to  stand out when it was a range gap fill with no real differentiation in the market.

Our solution

Our solution was to own the conversation around risk and return – the key proposition of a risk based range of multi asset funds.

We designed a research program to answer these questions:

  • What is the UK’s attitude to risk,
  • What is their appetite for loss and how does this change by demographic profile, advised vs self-directed clients and
  • How do advisers themselves view risk and return for their own investments?

Risk Return Reports

A comprehensive set of reports were written by a prominent Personal Finance Editor, based around the research results, and these were used to open discussions with advisers with the challenge: ‘What do you think clients feel about risk?’ This opened the door to demonstrate Zurich understood risk and return by discussing the findings in the reports. This built authority in the subject and a platform to showcase their new funds.

Other work

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