The platform of choice.
Ambition – new team, new goals
Royal London Platform Services (RLPS) is a successful investment platform business with over £11bn assets under administration, employing over 300 people. The main platform is marketed as Ascentric to financial advisers.
Ascentric’s market share had remained static for a number of years, with large IT projects and ‘tired’ messaging that no longer reflected the needs of financial advisers.
There was also a new leadership team in place following the departure of the founding team and a closer relationship with parent company, Royal London Group.
The ambitious new team wanted to relaunch Ascentric to the market.
We ran a series of workshops with the senior team, developing a deep understanding of Ascentric’s market, customers, employees, products and services. We also interviewed a range of people from across the business to understand their experiences of the business and their needs from the brand.
From this, we developed a new proposition and key messaging based on research into Ascentric’s Holistic Adviser segment.
What became apparent is that advisors wanted to give independent advice to provide the best service to their clients. They needed the right range of product to choose from.
We developed a targeted digital campaign to help relaunch the proposition to market. The campaign creative was designed to cut through the dry, boring and stuffy messaging of competitors with a bold, new look and feel.
Engaging employees and articulating the brand relationship between Ascentric and parent Royal London Group was a key element of the project. We developed a three month engagement plan with regular communications and an event to celebrate the proposition and launch the campaign with staff.
The digital campaign exceeded target with over 150,000 impressions across each key message and a 0.18% CTR.
Dwell time also more than doubled on the website.