Industries / Financial services

There aren't millions of people who can award you an institutional mandate.

There may be a few hundred who matter enormously.

Institutional financial services is a market of highly specialised buyers, long relationships and expensive decisions.

Dot helps financial organisations identify the institutions and people that matter, then build familiarity through relevant advertising and content.

From asset management and employee benefits to corporate banking, institutional fintech and specialist insurance.

Map your institutional market

The challenge

The smaller the market, the more expensive the waste.

An asset manager may want to influence a handful of pension funds.

An employee-benefits provider may need to reach HR leadership, finance, trustees and procurement.

A corporate bank may have a defined list of multinational companies it wants to win.

In each case, the relevant universe is considerably smaller than the total population of financial-services professionals.

Buying broad reach can be an expensive way to avoid making a targeting decision.

We help make that decision explicit.

Who matters?

The institutional buying committee.

Institutional investment: Chief investment officers, investment consultants, trustees, principal officers, portfolio decision-makers and investment committees.
Corporate banking: CFOs, treasurers, finance directors, CEOs and procurement stakeholders.
Employee benefits: HR executives, reward and benefits leadership, finance, trustees and specialist advisers.
Insurance and risk: Risk officers, brokers, underwriting leaders, financial executives and procurement.
Investment distribution: Independent financial advisers, discretionary fund managers, broker networks and platform decision-makers.

The buying-role groups are illustrative. Actual audience construction depends on the client's mandate, market and validated addressability.

Applications

Built for the way financial services gets bought.

Institutional mandate acquisition: Build awareness and familiarity among the organisations and investment professionals influencing mandate decisions.
Investment product launches: Introduce new funds and strategies to appropriate institutional and intermediary audiences.
Intermediary and broker engagement: Educate specialist sales channels, support product adoption and maintain familiarity with relevant offerings.
Cross-border investor development: Reach institutional investors in selected international markets with a demonstrated interest or mandate relevant to the proposition.
Thought-leadership distribution: Put market commentary, fund research and specialist insight in front of the professionals for whom it has commercial relevance.

Relevant work

Experience in markets where every relationship matters.

Formerly Prudential

Financial Services

M&G Investments Southern Africa (formerly Prudential)

53%

of 890 targeted stakeholders downloaded the institutional fund fact sheet

Objective: Open doors to strategic institutional accounts and showcase segregated and pooled investment products.
Audience: 890 key stakeholders and C-suite executives at 28 institutions in South Africa, Nigeria, Ghana and Kenya.
Activity: Segmented the stakeholders, aligned messaging to their needs and directed them to tailored landing pages.
Result: 53% downloaded the fund fact sheet; 93% engaged by clicking the messaging or searching for the brand.
Timeframe: Three months
Measured by: Fact sheet downloads and engagement recorded against the supplied target list.

Read the case

Financial Services

Sanlam Africa Investments

201

of 253 supplied institutional investors matched for targeted advertising

Objective: Build familiarity with institutional investors in markets where Sanlam was not well known.
Audience: 253 prospective institutional investors in Sweden, Denmark, the Netherlands, Norway, the UK and the US.
Activity: Matched 201 of the supplied prospects and ran advertising on Sanlam’s African investment credentials.
Result: The published case reports 101 leads, an 80% search lift and a 20-fold increase in information-pack downloads.
Timeframe: Not stated in the published case
Measured by: Historical reported outcomes; versions differ in the internal case archive.

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Financial Services

Investec Stock Brokers

60%

increase in website visitors

Objective: Educate stockbrokers about IDX Futures, a new product, without reaching retail investors.
Audience: 750 stockbrokers matched from a supplied list of 1,200.
Activity: Educational messaging shown to the matched brokers only.
Result: 60% more website visitors and 40% more page views.
Timeframe: Compared with a three-month benchmark period
Measured by: Website analytics against the benchmark period.

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Financial Services

ASI Financial Services

83%

of the target audience reached

Objective: Build familiarity with a new brand identity among institutional decision-makers and drive webinar attendance.
Audience: Three audiences across corporate insurance, employee wellness and retirement benefits.
Activity: Brand, product-education and webinar messaging served to the matched audiences.
Result: 83% of the audience reached, with a 5.5% click-through rate.
Timeframe: Not stated in the published case
Measured by: Media delivery and click reporting.

Read the case

Historical campaign results. They show capability and context, not forecasts.

Your next mandate has a buying committee.

Let’s work out which institutions and people matter, where they can be reached and what your brand needs to say.

Map your institutional market