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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 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:
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.
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