Steps to Investing
Janus Henderson wanted to know how they could reach a potential new audience of adults who had between £40,000 and £150,000 in savings but were put off the idea of investing because they think it’s too complicated.
We devised an insight strategy to determine where there were gaps in saver’s investment knowledge and to find out what makes people feel uncertain about investing their money.
We also conducted focus groups and in-depth interviews, examining the opinions, perspectives and digital touchpoints of this audience. The findings indicated that those with little or no investment knowledge, needed access to jargon-free, educational content about investing, to help then understand and make informed decisions about their wealth management.
From the research we were able to determine that an online offering with explainer, jargon buster and case study videos would break down and demystify investing. Supporting this content would be an ongoing series of blog posts that give detailed explanations, definitions, discussions and opinions about investing.
Paper prototyping and UX focused the design of the online platform and users journey which became a website called StepsToInvesting.com. The site contains all the content which is broken down in a five step process, walking those who are new to investing, through each stage.
In addition to providing educational information online, the research evidenced a need for events – where people could see and meet the company behind the information. Events were crucial in helping new investors grow their knowledge and trust to feel confident in exploring if investing was right for them.
We also produced promotional content, two online animated commercials, to raise brand awareness and increase site traffic to StepsToInvesting.com.
The campaign, still in its infancy, has an exciting future with further content and promotional materials set to be created. In April 2018, within months of launching, StepsToInvesting.com was awarded Marketing Campaign of the Year by the Association of Investment Companies. The AIC praised Steps to Investing for their bold and different approach to creating educational investment information.