AXA Wealth

Elevate Platform re-price

Background

AXA Wealth is part of a trusted worldwide brand, whose aim is to make investing easy for financial advisers and their clients. With a comprehensive range of award-winning wealth management products, services and tools, they’re specialists in wealth management, with £23bn assets under management.

Challenge

When AXA Wealth launched its Elevate investment platform, it targeted financial advisers who needed a technology solution that provided wide-ranging features for high net-worth clients. However, as the business grew, insight revealed that financial advisers who were using Elevate often had a more mid-market profile.

This meant that most perceived Elevate to be an expensive option, often overlooking the platform’s outstanding functionality. We had to bring some clarity to the situation and help AXA Wealth develop a direct, differentiated proposition to overcome adviser concerns.

Result

We shifted the perception of Elevate and created a number of interactive assets that allowed us to effectively communicate a single, straightforward marketing proposition across a range of targeted materials and audience segments.

We created a clear and concise message overcoming concerns and reinforcing AXA’s position as a trusted, global financial leader.

We developed a new Elevate pricing proposition built on simplicity and clarity at a value price.

Our market insight, combined with strong creative, meant we were able to create an impactful campaign that helped achieve Elevate’s business objectives in a short space of time.

The campaign ran from November 2012 to April 2013 and helped Elevate achieve 51% asset growth year on year (121% higher than industry average).