Deciphering Value Proposition to Shape the Brand Strategy

Independent Financial Advisory

We applied human-centered research methods based on behavioral science to gain a deep understanding of client archetypes and align them with the strategic value of an independent financial advisory firm.

CONTEXT

How can an independent financial advisory firm stand out in a saturated market, dominated by giants and resistant to change?

In a sector where stability and recognition outweigh innovation, this firm seeks to carve a niche with a clear vision: to democratize investing and prove that an accessible, personalized approach can be as — or even more — effective than that of traditional institutions.

CHALLENGE

The main challenge is not just communicating its value proposition, but also transforming the distrust surrounding lesser-known companies, building authentic connections, and fostering long-term relationships with investors.

To achieve this, a research strategy needed to be designed to deeply understand and connect with the true motivations, fears, and needs of potential clients, creating a strong narrative that communicates its advantages and inspires trust, positioning its unique model as a competitive and valuable alternative in the market.

APPROACH

We discovered that, while institutional prestige is important, true trust can arise from a close, clear relationship supported by the advisor’s successful track record. With this in mind, we defined a comprehensive research process to identify the best communication and positioning strategies, focusing on the fact that the client as a person comes first.

For it is essential to understand their behaviors, cognitions, contexts, motivations, needs, and pain points. To achieve this:

Market and Competitor Analysis: We assessed the digital presence and customer service experience of the firm and its competitors.
In-depth Interviews: We conducted 18 interviews with clients of different profiles and with all team members of the firm to capture multiple perspectives and needs.
Behavioral Science Models: Using our analytical principles, we developed customer and advisor archetype, allowing us to deeply understand how to enhance communication, connection, and brand attention.
User Journey Maps: We mapped the touch points in the service journey and all the pain points along the client’s current experience with the firm, identifying opportunities and generating clear ideas for improvement.

Actual user pain points journey map example

Behavioral insights systems mapping tool

OUTCOMES

Our research revealed that the balance between technology and human interaction is key to standing out in the sector. We designed a hybrid model that combines personalized closeness with technological tools, improving efficiency without losing the human touch.

We defined the pillars and brand statement, essential to align the team and communication with the brand’s values and connect with clients in an authentic and trustworthy manner.

In collaboration with a marketing agency, we developed a new brand identity, language, and messaging that strengthen trust at all touchpoints, from the website to digital service and engagement tools.

Through the development of archetypes, we gained insights into investor profiles and the strategic role of the advisor at each stage of the client’s journey, establishing relationships based on clarity and trust to highlight the firm’s unique benefits and overcome perception barriers.