Inspiring a nation of self-investors

Inspiring a nation of self-investors

The challenge

AXA Self Investor (ASI) was launched in mid-2012. In 2014 saintnicks was appointed to ramp up the self-investor proposition in a bid to inspire confidence and encourage a nation of savers and self-investors.

Because no one will take better care of you than you.

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Approach

Competitors were targeting savvy, confident investors. But what about those getting left in the dust – the average Joes? We had an opportunity to capture this audience by providing ‘guidance’ and making self-investing straightforward. We also developed a strong relaunch message that encouraged customers to experience self-investing. But customers had issues that needed addressing:

 

• Lack of confidence

• Fear of the complexity of investing

• Fear of getting it wrong

• A lack of trust and time.

Transparency was key – being straightforward and honest so that customers felt safe. What customers wanted was 'a crystal-clear stocks and shares ISA' from a new AXA business. AXA Self Investor played to the ‘everyman’ – by showing that everyday people were taking control of their finances, we were able to empower customers and give them the confidence to become ‘Self Investors’.

Results

3010+

New customers

402%

Increase vs previous launch

“saintnicks made a critical contribution to the strategy, planning and implementation of our successful relaunch.”

Martin Palmer – Head of Marketing AXA Self Investor

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