Why personalisation and tech hold the key to capitalising on the UK’s financial services investment growth

by Matt Ryan, Chief Transformation Officer at Reef, Powered by Totem

The UK’s general election whipped up a renewed buzz for the region as an attractive destination for investment. That’s because with a clear understanding of the direction that a country is heading in and its policies, uncertainty is minimised, and as a result businesses and investors can plan and commit resources.

For similar reasons, the decisive election result also boosts market confidence, with investors typically preferring stability and reduced risk. In the days around the election there can be nervousness and volatility, particularly if investors are caught by surprise. But with the result correctly anticipated by many, investors seemed to welcome the news.

At the same time, the UK has also cemented itself as Europe’s most attractive location for foreign direct investment (FDI) into financial services and has accelerated its lead over other European markets. The UK attracted 108 financial services projects in 2023 – an increase from 76 projects in 2022. This is all great news but the question now stands: how do firms capitalise on this?

Why personalisation is critical

The quality of communication significantly influences investor perception, particularly in the digital age. Younger digital native generations have heightened expectations of how investment companies present themselves and it’s important to get ahead with this group. They may not yet be affluent, but they are certainly young and hungry investors, and it’s a segment and wealth potential not to be missed.

The market is oversaturated with information and competitors, making it essential for personalisation to be highly targeted and relevant, with clear and easily digestible communication. The research supports this; when GEN YZ are looking for financial advisors, they turn to those that take a comprehensive approach to serving clients and help them navigate multiple goals. They look at firms’ communications, website, and social media channels that help inform their overall decision. It’s therefore imperative for firms to have reliable tools to enable effective personalisation.

To power personalised investor relations (IR), firms can adopt several tech-enabled methods, focusing on accessibility, tailored messaging, and giving investors control over their experience.

Customising the Message

Moving away from one-size-fits-all communication strategies is vital, and creating curated experiences and multimedia content allows firms to deliver more personalised and engaging experiences. Environments can be tailored to specific investor segments, offering relevant content that meets their unique needs and preferences. Multimedia content, such as podcasts, videos and interactive infographics, can enhance the storytelling aspect of corporate communications, making it more compelling and easier to understand and engage with.

Enabling Engagement

Interactive features in webcasts and virtual events are a great way to enable and encourage engagement. Tools like live polls, Q&A sessions, and real-time feedback can significantly enhance the experience. It’s not a one-way street though, these tools in return provide valuable insights into investor preferences and concerns.

Take event apps. Historically, they may have only been used for hosting agendas, breakout sessions and for content to be uploaded. No more. Due to more pressure to get deals signed and transactions completed. That means attendees are demanding more from their event experiences which means more features and capabilities from apps. Now, they expect to be able to send text, voice messages and video messages, make voice and video calls, share images, documents, reports, PDF’s, location meetings, and other content, all in real time so they don’t miss the chance to engage and conduct business. This isn’t a prediction but a shifting demand that we’re seeing.

That’s not to forsake in-person interaction, either. There will, for the foreseeable future at least, still be events, AGMs, investor updates that take place in a face-to-face environment, but these are now just part of the mix. However, modern technology affords greater opportunity to engage here, too. Mobile app technology no longer just offers up an agenda on a web page, Attendees demand (and deserve) so much more. Advanced match-making tools, session engagement and more mean that, not only can relationships be built in a modern way, but organisers and stakeholders capture so much more in terms of sentiment and intent going forwards.

Building for Accessibility

Accessibility is crucial in ensuring that web content and events are inclusive for all stakeholders. Ensuring that websites and digital communications are easy to use broadens the reach and demonstrates a commitment to inclusivity and compliance, something that is increasingly under the spotlight.

Lord Chris Holmes is Britain’s most successful Paralympic swimmer and an active member of the House of Lords with a policy focus on digital technology for public good. He is also blind and having recently used this type of technology, he explained why an accessible tool made such a difference to him: “The platform I found really good, particularly in its accessibility. More than accessible it’s clearly been built based on inclusion and that really makes a difference in terms of usability not least for me but for everybody. Everything that I try and do in parliament is based around the golden threads of inclusion and innovation. I really felt the platform lived up to that.”

A new standard for digital client engagement 

There are audience engagement platforms on the market today that streamline the creation and delivery of personalised IT experiences by centralising content creation and offering multimedia management that complies with accessibility standards. This means that investment firms are empowered to deliver tailored, accessible, and engaging content to their investors, enhancing their overall experience and satisfaction.  

Importantly, it’s time to offer a single access point to a diverse range of digital content, across desktop and mobile – from on-demand videos, articles, and podcasts to live experiences like webinars, AGMs and investor meetings. This way firms can ensure that digital engagement is not just an adjunct to physical interactions but a core component of the client experience, mirroring the quality and prestige of in-person interactions and services.

Take for example one leading global investment firm that has offices in 19 locations, more than 1,800 employees and over $200 billion in Assets Under Management, who feel they achieved event excellence through their collaboration with our creative services.

They hosted an event series held in three major cities and needed efficient, secure, and advanced event technology, along with seamless event creatives and expertise to deliver on their high execution standards. They said: “As a brand synonymous with quality, innovation and thought-leadership, it’s important for us to stand as front-runners when it comes to our investor experiences”

By delivering a tailored solution for both on-site and online needs, it meant every aspect of their event was delivered seamlessly, while creative services ensured all visual elements were on point.

Unleashing the power of personalisation in IR

Forward-thinking investors who embrace personalisation can unlock numerous advantages from enhanced brand perception, trust and loyalty to stronger client relationships. Importantly for the firm, this will also deliver rich data that can support strategic decision-making, and power their AI engines of the future.

To learn more, visit: https://wearetotem.io/financial-services/

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