Challenge:  A financial company with a life insurance heritage wanted to understand how to expand its wealth management business, after acquiring an outside wealth management business.  Ultimately, the company wanted to understand its perceived position in the marketplace, and identify key brand differentiators to help stand out and succeed in the wealth management marketplace.

Solution: A two-phase study (QL exploratory & QN brand reputation) among both consumer and intermediary audiences, including affluent investors, current insurance customers, insurance brokers and investment advisors, and Broker General Agencies/BGAs.

Result: Based on insights and learning across both phases, Plan-it recommended strategies for expanding into the investment arena, highlighting key brand strengths, product offerings and service delivery which align with wealth management, as well as strategies for updating the brand image in the marketplace.