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Acumen & Trust


Improve the relationship value for company and client


Plot and map a typical financial journey

The context

Acumen & Trust has been providing independent financial advice to its clients for 20 years and true to the name it has built a strongly trusted relationship with each and every one. This is in no small part a result of the company culture, which is personable, approachable and committed, but also down to the unique services they provide. The company has a very different mindset and attitude that centres around providing the best journey for its clients, towards a sound financial health for their future and retirement. After a long period of market growth, management recognised the need to re-align these unique services and personable approach with how they communicated, both to clients and staff.

The brief

The company wanted to refresh its image and communications without losing sight of its core values and identity in a way that emphasised its difference in the marketplace. We began by researching, understanding and mapping how it engaged with clients; uncovering the needs and desires of the different client types and how Acumen & Trust could engage with them in a meaningful and effective way.

Following the identity refresh, we were asked to  redesign and develop the website.

The solution

By developing a visual style and tone of voice that was unique in an undifferentiated sector, we retained the warmth and personality of the company. We uncovered the core idea of perpetual development and constant growth. A suite of vibrant and natural imagery was developed to articulate this, followed by a range of illustrations that clearly identified the benefits of their financial planning and investment guidance while affirming the personal treatment each client receives. A refreshed identity and brand system elevates the level of professionalism but in a bright and positive way.

Further consultation has helped the company gain a deeper understanding of the value in their existing and future clients. By mapping the current customer journey comprehensively, we have been able to help Acumen & Trust identify areas to enhance engagement with their clients.

In addition to scoping, designing and building a new website for A&T, we’ve also streamlined their sales process by bringing two of their key sales tools online: the fact find and the risk profile.

The result

The key service benefits of Acumen & Trust are now at the forefront of everything said and done. Customers instantly get a true sense of the company, the people behind the name and the value in beginning a longterm relationship with their new Independent Financial Advisors. More importantly, they understand the best path to financial wellbeing.

In terms engagement with their clients, by taking these fact find and risk profile tools online, we have not only made the brand more relevant & accessible for their audience, we have also reduced the amount time their consultants have to spend filling in forms during their client consultations. This, in turn, maximises the amount of time Acumen &Trust consultants can spend providing financial advice. Simple put: better business by design.


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