Challenge

Vanguard was having a difficult time attracting new investors and wanted to refresh their digital content to support that objective.

INSIGHT

Market research illuminated a crucial insight about our people: They were too intimidated to begin investing.
1) They felt content from firms was too complicated
2) They wanted content presented within the context of their lives
3) Investors want to hear from other investors

solution

Build a more human financial company

Our opportunity was to elevate Vanguard’s most critical point of differentiation—client ownership—and weave it directly into all of its content. How? By considering client input in every piece of content we created.
To do so, audiences were first segmented by their level of financial literacy, which told us exactly which types of content they craved. From there, financial topics were prioritized by importance as denoted  by our investors thru research data. We then took the most puzzling and sought after topics, and partnered with the NY Times content labs to distill information in an all-levels friendly data visualization.