Challenge
A reputable brokerage house faced the challenge of optimizing the process of acquiring and servicing investment clients. Despite a wide range of products, the brokerage house observed a low interest rate in the offer for actually opening an investment account and allocating funds. The products were not tailored to customer expectations and comfort levels.
Action
- Behavior analysis
Monitoring the website in iPresso allowed us to collect data on what offers and subpages users were viewing. - Detailed segmentation of investment clients
Clients were classified based on risk profiling surveys that assessed their tolerance for market fluctuations and preferences regarding security/profit. It was also determined whether the customer was investing for retirement, children's education, real estate purchase, or current income generation, and customer groups were created based on the declared amount to be invested (e.g., low, medium, high capital). - Personalized offers and investment recommendations
Based on their risk profile and objectives, clients received recommendations for specific model portfolios consisting of appropriate asset classes (stocks, bonds, funds, gold, etc.). - Personalized educational materials
Users who subscribed to the newsletter received easy-to-understand educational materials on the basics of investing, tailored to their risk profile (e.g., “Investing for beginners with moderate risk”). - Recommendations for complementary products
The system suggested complementary products for the existing portfolio, e.g., diversification into new asset classes.
Results
- A 30% increase in the number of investment accounts opened within twelve months, exceeding the target.
- An 18% increase in assets under management over the same period, indicating greater allocation of funds by customers.
- The average initial investment value increased by 12% due to more accurate matching of offers.
- Customer satisfaction increased by 14%: research showed that customers felt better understood and more confident in their investment decisions, which translated into higher loyalty rates.
