AdvisorSavvy

From bad breath to Bernie Madoff – Canadians’ fears when choosing a financial advisor

SITUATION

Think Match.com or HomeStars for financial advice, Solomon Amos created AdvisorSavvy to help Canadians and advisors find their perfect match.

MAVERICK was tasked with helping to launch the brand-new digital platform, encouraging advisors to sign-up as well as raising awareness among consumers. As with many start-ups, brand recognition and credibility also needed to be bolstered.

STRATEGIC APPROACH

To generate a demand for both advisors and consumers, a two-phase approach was developed. Phase one focused on trade and industry, followed by a consumer campaign in phase two.

SOLUTION

Doing what we do best, MAVERICK focused on bread and butter media relations. By conducting an Angus Reid survey of 1,087 Canadians that asked about their experiences, expectations and understanding of advisors, we generated multiple news hooks that could be used for both the advisor and consumer launch.

MAVERICK developed a press release, pitches and conducted multiple rounds of outreach for both launches, all the while monitoring the news for stories to hijack.

In addition, we crafted an op-ed on behalf of Solomon, jumping on the ongoing commentary around financial literacy and positioning Solomon as a thought-leader. The article was underpinned by Advisorsavvy’s survey data, concluding that the best financial literacy lesson is the school of life in which advisors play a key part.

RESULTS

From three Globe and Mail hits, coverage in advisor trade publications, appearances on financial podcasts and multiple stories in the mainstream news, Advisorsavvy grew in demand on both sides of the advisor/consumer aisle.