D2C proposition for a wealth manager

With a major UK wealth manager, defined an innovative mass affluent proposition, exploiting new technology to serve a new market.

Our client had shaped a high-level approach for a new, tech-enabled D2C proposition to the mass affluent, advised retirement segment. Working closely with the group strategy team, we validated and refined their plans, building a more detailed blueprint and enabling them to gain internal and board backing for further investment.


Our client, a leading wealth manager for high-net-worth investors, believed they could successfully play in the mass affluent wealth management market that had to date been underserved. New technologies and behavioural change supported innovative new ways to reach this segment cost effectively.

We were tasked with supporting them to develop their high-level approach into a robust, detailed blueprint, including interfaces with the existing business, and technology vendor selection.


Working closely with the director of Group Strategy and his team, we created and validated the blueprint for this new proposition, together with a 5 year business case and plan. We segmented and assessed the target market, the best product and service propositions to serve them (with a keen eye on competitor propositions), and mapped the proposed customer journey, from first contact to on-boarding and on-going client servicing.

We developed an affinity-based approach to new customer acquisition – supplemented by more direct channels. And we defined a new approach to recruiting, training and developing new advisors for this market segment.


Together we delivered a robust, detailed blueprint for the new business, and supporting business case.

Today, the client is implementing the first waves of what will be a gradual, cautious and far reaching transition for the business.