Wealth Management Firms and Private Banks Will Soon Know Where They Stand Among Affluent Investors

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Phoenix Marketing International extends over a decade of experience polling affluent investors with a new offering designed to assess the competitive positioning of leading wealth management firms and private banks.

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Phoenix Marketing International, one of the top research companies in the U.S., is pleased to announce the expansion of its program of research studies within the financial services space with a semi-annual assessment of brands that offer wealth management and private banking services (deposit taking and payments), discretionary asset management, brokerage, limited tax advisory services and some basic concierge-type services tailored to the needs of individual private banking clients.

The Phoenix Wealth Management/Private Banking assessment will provide clients with new insights on:

  •     Where their brand stands competitively in the mindset of affluent investors in terms of awareness and consideration of their wealth management and private banking offerings.
  •     Specifically, a read on the extent to which affluent investors are aware of available wealth management services, their recall of brand advertising, their overall impression and consideration of the brand, and verbatim mention of factors that influence their perception of and willingness to consider specific brands.
  •     How current wealth management/private banking clients perceive their provider relationship(s), their overall satisfaction and why this is so, areas in need of improvement, their likelihood to remain a client for the next year, and their willingness to recommend their provider (net promoter score) to friends and family.
  •     Capabilities affluent investors report as most important when evaluating a potential firm for a new advisory relationship, plus the overall "health" of candidate firms on these most important factors deemed as a prerequisite for acquiring new clients.
  •     Also, the competitive strengths and weaknesses of specific brands for growing their wealth management and private banking business versus those of key competitors.

Phoenix clients will also achieve a new understanding of the role and importance of advertising their wealth management/private banking services through various media channels. For example, print, TV, radio, online, outdoor, direct mail, web site, and collateral materials. Clients will also acquire a read on how well their advertising is reaching affluent investors, by media channel. In addition, answers will be provided as to which media channels are better suited for achieving proprietary communication objectives.

“Our intent is to build on Phoenix experience over the last 10 years with quantifying the creative aspect of brand advertising and its impact on market impression and consideration of leading brands. We are very excited to offer our proven capabilities for assessing brand health and advertising performance to wealth management firms and private banks,” adds John Duggan who is the Phoenix contact for more information.

This new study will provide Phoenix clients with a "report card" on each of their Print advertisements insofar as:

  •     Achieving their desired communication strategies/objectives;
  •     Enhancing investors' perception and consideration of the brand; and
  •     Provoking a market response and with communicated specific message points.

Finally, a battery of investors' attitudes and sentiments plus detailed demographic profiles will be available to differentiate market assessment of selected brands and the effectiveness of their print advertising.

The new semi-annual Phoenix program will provide a competitive brand and advertising assessment of the following firms offering wealth management and private banking services: Advanced Wealth Advisors, Alliance Bernstein, Ameriprise Financial, Bank of America Global Wealth & Investment Management, Bank of New York Mellon Wealth Management, Barclays Wealth, BB&T Bank, Bessemer Trust, BMO Harris Private Bank, Boston Private Bank & Trust Company, Brown Brothers Harriman Private Wealth Management, Charles Schwab, Citibank, Credit Suisse, Deutsche Bank Private Wealth Management, Excalibur Private Wealth, Fidelity, Fifth Third Private Bank, Fisher Investments, Franklin Templeton, Goldman Sachs, Haverford Trust Company, Hilliard Lyons, HSBC Private Bank, Integrity Wealth Management, Janney Montgomery Scott Inc., JPMorgan Chase, Key Private Bank, Laird Norton Wealth Management, LLBH Private Wealth Management, LPL Financial, MassMutual, Merrill Lynch, Morgan Stanley Smith Barney, Neuberger Berman, Northern Trust, PNC Wealth Management, Raymond James Financial, RBC Wealth Management, Regions Bank, Robert W. Baird, SEI Investments, SunTrust Banks, UBS Wealth Management, U.S. Bank Wealth Management, U.S. Trust, Wells Fargo and Company, and Wilmington Trust.

Phoenix also offers a monthly program tracking affluent investors’ forward looking attitudes and sentiments plus investable assets, debt, credit card ownership and usage, debt card ownership and usage, brokerage and investment accounts, and their perception of wealth advisors.

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Kristin Johnson
Phoenix Marketing International
+1 845-876-8228 Ext: 308
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