Challenge: A national advisory services provider was interested in understanding how to most effectively drive consideration of a Managed Account offering, among brokerage clients and competitive brokerage clients.

Objective: To ensure the new platform met client expectations by delivering on “promises”/key benefits during roll-out and ultimately would drive interest in the managed account offering among key prospects.

Solution: In a series of focus groups and in-depth interviews, participants were exposed to the Managed Account value prop for reactions to the concept, its features and specific communications elements.

Result: Plan-it made recommendations related to the role Financial Advisors should play in converting clients/prospects to the platform, as well as strategic and tactical rollout suggestions related to features of the offering and communications messaging.