Faced with new fiduciary regulations, a major wealth management firm needed to develop and launch a new set of services, but was unsure which options to offer on its website. They wanted to present customers with the optimal set of options for maximizing revenue. Working against tight regulatory timelines and significant pressure from C-level executives, the client asked Grail to help identify the best combinations to present to customers, so they could update their website, marketing collateral and sales outreach.
Grail started by listening to key client stakeholders. We gathered their perspectives on available choices and existing hypotheses on what offer combinations would resonate most. The client had recently completed a discrete choice study and knew which services offerings to develop. However, they really needed to understand the right combinations of services to offer to customers side-by-side so that the customer would choose the most revenue-generating service. Seeing this as a choice architecture challenge, Grail recommended monadic survey with a choice-based exercise to test combinations of services that would maximize revenue lift. To ensure robust results on the broad set of options being tested, we recruited 7,000 customers and prospects into the survey, and presented each respondent with only one combination that simulated their decisions and investment behavior. Grail presented the findings in a workshop and facilitated a discussion on next steps amongst all client stakeholders.
The client was surprised by some of the service combinations most preferred by their current and potential customers. The client saved time and resources by reducing focus on the least selected service offering, and enhancing the features of the more desired services. With regulatory deadlines pending, the client used the results of the study to immediately set up teams focused on redesigning offerings, which were rolled out on the company website prior to the regulatory deadline.
Find out more about how Grail Insights helps Financial Services respond decisively to market change and deliver products that meet both functional and emotional needs through deep customer understanding.