The Genesis of Planet Investment
The finance industry reproduces technical information designed for an institutional expert client, leaving “normal people” who don’t have the same understanding (or level of interest) to work it out. It is not controversial to suggest that we have a communication breakdown here. Something needs to be done.
So, we put a team of the financial industry’s finest together with some of London’s best creative brains to rip up the rule book and reimagine financial content for people without economics degrees or ten years’ worth of compliance training. The themes for discussion were:
- Investments and Portfolios
The economic fundamental of supply and demand seemed to be at greatest odds with what the consumer wants to hear versus what the industry is putting in front of them. This curious case of communication breakdown is depicted on our first installation, the hanging boards.
On one side of the hanging boards, we see some of the stimulus that went into the original content hack. But before content could be re-imagined it has to be understood. It took some time to translate to our Planet Investment Guides what the key concepts were. On the other side of the boards are quotes from our Guides. As you can see, the language and the human sentiment are light years away from each other.
We challenged visitors to Planet Investment to think about how they could humanise the language they use in our marketing & communications. How would you like to talk to your customers? How can you be a champion for clarity? For relevance? How do we make the rules to balance transparency with clarity?
So what happens next? That’s up to the compliance, legal, marketing and investing divisions of the companies managing the nation’s money. The call is out – let’s make sure they hear it!
For more clear, no-nonsense guides to all things financial, as well as the companies we recommend for the best-performing and most user-friendly pensions, ISAs, Stocks and Shares ISAs, robo advisers and more, visit our Money Tribes and our Best Buys pages.
With enormous thanks to Legal and General Investment Management for their support and interest in the Planet Investment project. Thanks also to Sandra Peat and Rebecca Rhodes from We Are Superhuman, Ali Hanan from Creative Equals, Annabel Rivkin and Emilie McMeekan from the Midult, Lucy Dunn from the Pool and Kate Thornton from TBSeen.