Turo Digital Advice Platform Proposition and Identity
Helping reduce the advice gap with robo-advice
Due to changes in financial regulation, and an ageing population, more and more people are in need of financial advice. At the same time, the cost and complexities of delivering traditional face-to-face financial advice is making it less accessible to ordinary working people. This is creating an ever increasing ‘advice gap’.
To help financial providers and advisers offer a more cost-effective advice solution to their customers Wealth Wizards created an automated digital advice platform, Turo, which we were tasked to brand and launch.
Clear propositions for two distinct audiences
From our deep insight into the market we quickly identified that the needs and motivations of the two target audiences – advisers and financial brands – were very different:
- For financial advisers we needed to show that the efficiencies of ‘robo advice’ could enhance and compliment to their business rather than being a threat to it
- For big financial providers we needed to demonstrate how they could leverage their brand to reach new audiences with digital advice
We therefore created two distinct propositions and communication plans under the one brand.
For advisers we focused on promoting Turo as an ‘adviser productivity platform’ that would give them back the time to spend with their clients and grow their business. For decision makers at financial providers we focused on the revenue potential to reach new customers, with a robust and convenient ‘white-label’ digital advice solution.
When developing the brand identity we took inspiration from Alan Turing’s Enigma codebreaking machine to develop a core brand device of rings. As Turo is an automated advice engine, we wanted it to come across as predictable, reliable and robust. We therefore reflected this in the branding by using clean lines, symmetry and precision.
Following the core proposition, brand and new website we rolled out an integrated and segmented comms plan. This included animated videos, sales presentations, emails, event stands, digital advertising, literature and social assets.
The client was delighted with the brand, messaging and launch deliverables. The campaign has only launched so watch this space for business results.