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Investment Providers: a deep dive into Brand Love

Investment providers play a crucial role in helping individuals manage their savings. With a multitude of options available, consumers often find it challenging to select a provider that aligns with their unique needs and aspirations.

David Barks Senior Director 7 February 2024
We recently launched BrandVue’s Most Loved Financial Services report 2023, and the results reveal a surprising fondness for traditional banks amongst Generation Z.

Investment providers: a deep dive into Brand Love

It’s only natural for there to be an emotional connection between consumers and a brand that serves to nurture and protect their hard-earned finances. Therefore, it would be remiss of us not to assess the performance of this sub-sector in terms of their Brand Love scores.

Trading 212 takes the crown

This year’s champion of Brand Love in the investment world is Trading 212, securing the 22nd spot in our league table. The brand is a leading platform in this space, capturing the hearts of consumers with its innovative approach and user-friendly interface. What’s noteworthy is that it has struck a chord with men, particularly Gen Z and Millennials.

Plum: bridging the gender gap

Following closely behind is Plum, claiming 26th. Despite a slight dip in its ranking compared to last year, Plum continues to captivate users with its distinctive features and personalised investment recommendations.

This brand has gone a step further by garnering the affection of female consumers, signaling its success in eroding gender barriers to investing within the sector. Investment providers: a deep dive into Investment providers play a crucial role in helping individuals manage their savings. With a multitude of options available, consumers often find it challenging to select a provider that aligns with their unique needs and aspirations.

Beyond recognition

It’s crucial to recognise that Brand Love is not solely defined by awareness or popularity. Take, for instance, National Savings & Investments (NS&I), a brand with broad awareness that still lags behind in terms of Brand Love. This underscores the importance of fostering a deep emotional connection with consumers, rather than relying solely on brand recognition.

On the flip side, we find brands like St. James’s Place, which have experienced a sharp decline in Brand Love YoY. While these brands still maintain a loyal customer base, it’s imperative for them to revisit their strategies and rekindle the emotional connection many advice-based brands have enjoyed in the past with their customers. Investment performance and value play a big role here so revisiting fees, managing expectations, and reassessing funds available set a strong basis for Brand Love to return.

The keys to success

In the investment landscape, brands that prioritise innovation, user experience, and inclusivity have emerged as leaders this year. Others have grappled with challenges in cultivating and preserving emotional connections with consumers. As the investment industry continues to evolve, providers must harness the power of Brand Love to set themselves apart and build enduring relationships with their customers.

The insights found in this article are taken from BrandVue Financial Services – the largest, most granular brand, audience and customer tracker in the market. To find out more about the UK’s Most Loved Financial Services Brands and access the full Top 100 league table, download our free report below.

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