Defaqto Engage Brand Campaign
Defaqto is a renowned independent financial information business that also provides Engage Core – an end-to-end financial planning software that supports advisers at every stage of their advice.
Our challenge was to tell the Engage Core story to financial advisers in a more engaging way and to get more users on the software.
The Moreish Approach
To gain insight into the challenges financial advisers face in their advice process, and to understand the capabilities of Defaqto Engage to solve those challenges, we started the process with a deep dive into Defaqto, interviewed a number of employees and reviewed detailed research conducted by Defaqto into the market and its competitors. From this, we gained a number of insights.
Typically, a third of advisers use six different softwares during their advice process – that’s six different systems to learn and pay for, making it inefficient, costly and increasing the margin for error.
With Defaqto Engage, advisers can use one piece of financial planning software. Whether clients are investing for growth or to generate an income, Defaqto Engage connects a client’s profile to suitable and independent investment funds. One process from risk profiling to suitability report writing, all integrated with back office systems that ensures no information is missed or duplicated.
These insights led us to a clear single-minded proposition: Expert financial planning with no loose ends. We brought this proposition to life by developing the visual concept of six strings (representing six softwares) coming together to form one single weave (representing Defaqto Engage).
We also rolled out this proposition and visual across all their communication channels: developing a proposition brochure, an engaging video, updating the Engage website and leaflets for additional modules within Engage.
1 July 2019 – 30 June 2020 vs. 1 July 2020 – 30 June 2021
- Reduction in bounce rate from 41.2% to 19.6%
- 6,347 new users to the website vs. target of 2,000
- A 47% increase in leads generated vs. target of 10%
- 32% increase in leads converted vs. 10% target
- An 8% overall 2% lift in Engage sales revenue from financial advisers vs. 2% target
- Engage logins increased by 32% – vs. the 10% target
- A massive 48% uplift in fund recommendations made via the Engage – vs. a target of 10%
Percentages have been used as specific numbers of leads and ROI are commercially sensitive.