From Fintech Threat to Financial Advisor Champion: How Envestnet won the category
How do you transform a fintech platform from potential threat to trusted advisor ally?
Envestnet, the largest financial technology platform for advisors, faced a critical challenge. Despite their powerful suite of tools, they risked alienating their core users - financial advisors who feared being replaced by technology. Their fragmented brand, built through acquisitions, lacked cohesion and clear positioning in the market.
The financial services category was stuck in a loop of tired imagery: handshakes, couples on beaches, and sailing metaphors. Meanwhile, advisors needed to understand how this technology would enhance, not replace, their expertise.
Without addressing both the audience tension and the brand and product positioning Envestnet were at risk of alienating their core customer at a time of significant product innovation and competition in the sector.
We successully won the trust and delivered engagement from our core audience. While creating a modern and diufferniated brand archetire under the platform ‘Fully vested’.
"Fully vested" tackled advisors' fear of being replaced by technology head-on. By positioning their tools as empowering advisors to help clients live smarter financial lives, they created a story that championed advisors as essential experts and guides. This message resonated so powerfully it became the foundation for their entire brand strategy.
“Everyone in wealth management shows the same tropes - happy couples on beaches, advisors shaking hands with clients. We rejected that entirely. Instead of adding to the clutter of what retirement looks like, we showed how advisors could bring complex financial tools to life in a completely unique way. And it worked - we did another campaign off the back of its success."
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