Author Archives: Kevin Hearn

What’s even better than diversity? Inclusion

As marketers, we’re often guilty of grouping people into simplistic categories. Ultra-high-net-worth individuals (UHNWIs) vs the middle class, Millennials vs Baby Boomers. But where once we could allow a two-dimensional persona to represent all UHNWIs (old white guy), happily, today’s society is very different. UHNWIs are young and old, of differing ethnicity and gender, in short, they’re a whole lot more diverse. To be truly inclusive, financial brands need to recognise that each individual wants, and deserves to be, represented. One-size-fits-all is no longer acceptable.

Inconvenient Truth no.3: Your organisation is working against you

Suddenly, everyone is talking about customer experience. A seamless, cohesive journey through the funnel and across all touchpoints along the way. This isn’t actually a new idea. What’s new is that most big financial services organisations are beginning to accept that what they have been doing up until now is creating friction, not immersive brand experiences