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Wells Fargo

Posted in: Brand Positioning & Development, Financial Services, Qualitative Exploratory

Wells Fargo

Challenge: Wells Fargo was interested in building the brand’s reputation in the retirement planning space.

Objective: Plan-it explored the overall concept of retirement, both from a financial and a lifestyle perspective, to understand investors’ mindsets toward retirement planning, goals and expectations/dreams of life in retirement. The viability of potential retirement planning product concepts were also explored in terms of brand expectations, key benefits and barriers, interest and credibility/fit with Wells Fargo.

Solution: Plan-it conducted an exploratory study of in-depth interviews and groups among mass-market and high-net-worth investors across multiple U.S. markets.

Result: Plan-it provided an in-depth analysis of investors’ attitudes and behavior toward retirement planning and made recommendations for an optimal retirement messaging concept, naming and compelling support elements. Today, Wells Fargo is one of the largest wealth managers in the U.S. and the third largest brokerage firm.

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