7iM achieved a 25X increase on CTA engagements for their Quarterly End Report campaign.

The need

The FCA requires UK financial services platform providers to send out a quarterly report to their investors. Leading investment management business 7IM was struggling to motivate its clients to engage with this historically lengthy and complex document. 7IM’s previous efforts were not only costly but actively discouraging clients from responding to its marketing materials across the board.

The solution

The traditional PDF report was replaced with a personalised interactive video introduced by an avatar of the client’s own Financial Advisor which enhanced personal connection and trust from the outset and maintained continuity throughout. The content itself highlighted essential aspects of the quarterly report, measured understanding of risk profile and communicated all the document’s essential aspects. Interactive elements helped identify which clients had a clear understanding of the report and which did not, enabling 7IM to make targeted follow-up calls. The entire interaction history could be stored for regulatory audit should it ever be required.

The results

Of those who watched the video, 88% interacted with the content, confirming their understanding of their investor type and effectively minimising consumer duty and regulatory risks. The campaign resulted in a 43% call to action conversion rate for downloading the QER report, compared to 1.5% from the traditional email approach. 31% of those clients provided feedback, all of which was positive.