We have been involved with Kutana for years, acting as their in-house marketing department, providing technical communications to the JSE and managing media communications around their investments and divestments.
Our on-going work has also included a brand refresh, website creation and management.
The client, part of South Africa’s largest financial institution, realised that it was not a platform destination of choice for the IFA market in SA. In an effort to address this valuable market and to futureproof their business they undertook to build a new investment platform. With this platform they needed to gain clarity and certainty on the appropriate brand and positioning to penetrate a highly competitive market and grow market share quickly.
Process
We undertook a comprehensive global and local audit and research program, talking to current users of the brand as well as the target market IFAs. We looked at global trends and analysed behaviour across 3 markets. We spoke to competitors, partners and staff and then we made a recommendation.
Created a new independent brand focused only on the IFA. Becoming the one thing an IFA really needed – a partner in their corner with no agenda other than to enable and facilitate their growth which would ultimately result in the platform growth.
Outcome
INN8 a fintech investment platform brand “Changing the way investments are done in South Africa by becoming “The Adviser’s Partner.”
We created the brand and developed its narrative and we launched it into a very tough closed market. To this day, we’re still punching above our weight and getting above industry average engagement across all our touch points.
