Starting a new relationship with a financial advisor is a daunting endeavor—especially when it involves potentially shifting multi-millions of dollars in assets. In a service category with no free samples, test-drives, or even a chance for a trial, BNY Mellon Wealth Management needed to find a way to engage and entice its notoriously hard-to-reach audience: high-net-worth individuals with investable assets over $5 million open to conversations about a new wealth relationship.
To provide a commitment-free window into what it’s like to work with BNY Mellon Wealth Management, we created the Active Wealth Accelerator: an accessible, interactive and easy-to-use app that educates our audience on the five key principles of BNY Mellon’s unique Active Wealth approach to wealth management, evaluates their current wealth strategy and gives them personalized content recommendations to learn more. All in a fun, simple to use, accessible and timely manner.
The Active Wealth Accelerator is an interactive quiz inspired by highly engaging apps like Tinder and Noom. Consumers swipe through questions designed to benchmark their current approach while learning how BNY Mellon can help through “snackable” content along the way.
In the end, they’re served up a customized dashboard with their score broken down into each key principle, tips and advice, personalized content recommendations and, of course, a contact form.
Propelled by an omni-channel digital marketing campaign, we were able to drive significant engagement with the Active Wealth Accelerator among our very narrow target audience of high-net-worth individuals, resulting in:
$31 million in pipeline from qualified leads over 2 months
3 min average interaction time
5000+ used the experience
2500 completed the experience
850+contact forms submitted
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