Case Study: INN8 Invest – Redefining the Role of a DFM

Client Overview

INN8 Invest is a Discretionary Fund Manager (DFM) that empowers financial advisers with innovative investment solutions tailored to their clients’ needs. Originally conceived as part of STANLIB Multi-Manager, the challenge was to define its role in advice practices and craft a compelling proposition that would resonate with the market.

The Challenge

The journey began with a brief to assess the need for, and role of, a DFM in advice practices. Initial research revealed that while there was demand, advisers sought a brand that felt independent from STANLIB, free from legacy associations, and focused entirely on meeting their needs. This insight transformed the project into a comprehensive reimagining of the brand—leading to the creation of INN8 Invest.

Our Approach

From research to strategy, narrative, and execution, this project was about building not just a brand, but a trusted partner for financial advisers.

Research and Insights

• Conducted in-depth research with financial advisers to understand their needs, challenges, and perceptions of DFMs.
• Analysed the competitive landscape to identify gaps and opportunities for differentiation.
• Uncovered key insights that shaped the brand’s direction: advisers wanted independence, transparency, and solutions that truly supported their practices.

Brand Strategy and Value Proposition

• Defined INN8 Invest’s value proposition around simplicity, independence, and partnership. The brand would offer tailored, high-quality investment solutions designed to make advisers’ lives easier and help their clients succeed.
• Positioned INN8 Invest as a partner, not just a provider—one that deeply understood the adviser’s role and was committed to supporting their success.

Brand Creation

• Crafted the INN8 Invest brand from the ground up, ensuring it reflected independence from STANLIB while maintaining credibility and trust.
• Developed the brand’s narrative, messaging, and core values, positioning it as a forward-thinking, client-centric DFM.

Go-to-Market Strategy

• Designed and executed a comprehensive marketing strategy to introduce INN8 Invest to the market.
• Created campaigns, collateral, and digital assets to communicate the brand’s unique value proposition across multiple channels.
• Supported the launch with thought leadership content and adviser-focused events to build trust and engagement.

Ongoing Marketing and Communication

• Continued to manage INN8 Invest’s marketing and communications, ensuring the brand remains top-of-mind for advisers.
• Regularly refined the narrative and messaging to stay aligned with market trends and adviser needs.

Results

• Market Leadership: INN8 Invest has grown into one of South Africa’s leading DFMs, recognised for its innovative solutions and adviser-centric approach.
• Industry Recognition: The brand has won multiple Citywire awards, cementing its reputation for excellence.
• Sustained Growth: INN8 Invest has achieved significant growth in assets under management, reflecting its strong market position and trusted reputation.
• Ongoing Impact: The brand continues to evolve and thrive, supported by strategic marketing and communication efforts that keep it relevant and impactful.

Conclusion
The creation of INN8 Invest was about more than building a brand—it was about redefining what a DFM could be. By listening to advisers and crafting a proposition that truly met their needs, we helped establish INN8 Invest as a trusted partner and a market leader. For us, this wasn’t just a project—it was about creating a brand that stands for something meaningful, and we’re proud to continue supporting INN8 Invest on its journey