Taking a new private-assets proposition to market
Financial services — Product positioning & launch
An international insurer was preparing to launch a new private-assets proposition through intermediaries. The challenge was to turn a complex investment offer into a clear, differentiated proposition that intermediaries could understand, explain and confidently take to their clients.
The challenge.
The client needed to define what made the new offer relevant and distinctive, create narratives that would work for different intermediary audiences and build a clear plan for a pilot launch in a specific market.
That meant translating product features into arguments that worked commercially, while making sure the proposition remained credible for both intermediaries and end-investors.
What we did.
We brought together stakeholder and product-expert input with desk research on the market, competitors and emerging trends. From that base, we identified and aligned the strongest arguments for the offer, developed audience-specific value propositions and built the overarching narrative.
We then created the marketing and sales materials needed for launch and translated the positioning into a detailed go-to-market plan covering audiences, messages, channels and launch activity.
What changed.
The client came out with a clearer and more differentiated proposition for the new offer, together with a consistent narrative that could be adapted for different intermediary audiences.
The work also gave the commercial teams a structured route to market and the materials needed to help intermediaries understand the proposition, explain its value and introduce it more effectively to their clients.
That created a stronger foundation for the pilot launch and for testing how the proposition performed in-market before wider rollout.
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