Challenge: A well known national investment provider wanted to launch an online platform targeted to an “aspirational” female segment as a potential new segment opportunity.

Objective: To explore the investing mindset of the target audience, understand how to drive their engagement with the client through this potential online platform, and ultimately to drive them to choose the client for their personal investing.

Solution: A Qualitative Concept Evaluation using in-depth interviews was conducted. After exploring attitudes and mindsets toward investing, females evaluated a prototype of the platform, ultimately identifying which aspects best fit their needs and would drive interest.

Result: Recommendations were made for developing the optimal online platform for this audience that would tie into an already established brand initiative, including determining the most compelling content, tools, look and feel, as well as communications opportunities that would lead this audience to consider the brand.