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Hubwise Case Study: New leads for a breakthrough platform

By Matthew Wood November 09, 2017 Growth marketing

Hubwise is a comprehensive wrap platform for financial advisers, offering white label services, a wider choice of investments, product wrappers and automating key processes.

The platform was developed and established by a group of highly experienced financial services industry professionals, who collectively could see a gap in the platform market.

They pride themselves on being able to see things differently to the rest of the marketplace, and strive for a transparent, intuitive and comprehensive platform.


The Background

Hubwise already had an established website and brand, but they felt that it was dated and needed a refresh, especially given their place in the market as the modern platform.

They also didn’t have any sort of digital marketing strategy or presence, and wanted to be able to generate more leads and enquiries through their website.


Designing a concept

Our first job was to come up with a new concept and brand identity; something that would differentiate Hubwise from its competitors.

The strapline, ‘We see things differently’ stood out. It compliments everything Hubwise stands for, being an intuitive modern platform that isn’t afraid to be different; a brand value that is evident throughout the business. From here we developed complementary creative messaging; ‘Standing above the crowd’, ‘Where we lead others may follow’ and ‘Opportunity through innovation’.

Bold, colourful imagery underpins the visual language of the brand. This identity presents Hubwise as being different, setting themselves apart from the more traditional financial platforms.


Building a modern, innovative website  

When it came to Hubwise’s new website, our main goal was to create something that complimented their innovative platform.

We found that a lot of other financial platforms featured quite messy, information heavy websites. We wanted to develop something that was completely the opposite to this… something minimal but informative; something visually stimulating but complimentary to Hubwise’s ethos; something that, like Hubwise, stood above the crowd and provided a great user experience.

In the end, we went with just six main pages including the home page, a blog and four subpages that contained the platform features. The idea behind this was that users should be able to find all of the information they needed, without having to navigate to multiple individual pages.

The stand out welcome piece on the homepage was a custom animation of the Hubwise logo, that merged into the new ‘We see things differently’ strapline.

One of our main objectives was to add in CTAs to optimise conversions and support the sales function. We created a system of internal CTAs that eventually takes the user to a contact or sign up button.


Creating opportunities

Once we had the infrastructure of the website and brand set up it was time to start helping Hubwise to generate leads and customers.

Working with the Hubwise team, we developed a client persona, which allowed us to have a clear understanding of their target audience. We already knew Hubwise targeted financial advisers, wealth managers and IFAs. Personas help us to put more flesh on the bones of this audience; what do they and don’t they like, based on what we know about their typical behaviours? It also allows us to build a picture of exactly which type of adviser or adviser firm has the greatest propensity to eventually become a Hubwise client.

From our sector experience, we decided that the best way to entice people to the website and become leads was to develop a guide specifically for financial advisers, featuring research and insight that wasn’t currently available in the marketplace.

Working with the Hubwise team and industry experts, we drafted a bespoke new guide aimed at IFAs called ‘Modelling the future’. This was a comprehensive comparison of the different investment approaches available to IFA firms. Choosing the right investment approach can have a big impact on a firm’s proposition and its ability to grow, retain clients and meet regulatory obligations. There were very few similar publications available.

From the beginning, we had decided that we would run an initial advertising campaign around this guide. We knew from experience that Linkedin adverts would be perfect as the financial services audience are quite active on the platform.

We built an infrastructure around the campaign which included a bespoke landing page for the guide and a lead nurturing email campaign to warm up the leads generated.

Finally, we knew that Hubwise’s website had a decent amount of organic web traffic coming through. To capitalise on this we built a custom pop up CTA to appear in the bottom right of the screen, which sent people directly to the landing page.

With everything set up, we pressed ‘GO’ on the campaign!


What were the results?

By the end of the first month, we had generated 71 quality new leads for Hubwise, all from the financial services sector, on a relatively small advertising budget. Half of these leads came from organic traffic, attracted by the CTA on Hubwise’s homepage.

Combined with the organic figures from the second month, Hubwise were sitting on 110 new opportunities. Hubwise’s dedicated sales team were hot on the case, chasing down these leads to convert them into new clients!

Moving forward, we know that the piece of primary content works and resonates within the sector, so we will be advertising on other platforms, such as Facebook, and continuing to SEO optimise the Hubwise website to increase organic traffic.


demonstrating roi

Matthew Wood

Matthew Wood

Matt joined ClientsFirst in July 2016, having previously specialised in social media for a range of client-side brands; from radio, to fashion, property investment to music. At ClientsFirst, Matt gets involved with all of our digital marketing, leading the way on our clients’ social media efforts, PPC and contributing to the team on areas such as SEO, Website UX, creative development and email marketing. When he’s not our social expert, Matt focuses on his music. A keen singer, guitar, piano, bass and drum player, Matt plays live when he can and otherwise spends time in his home studio. When he needs a break from that, it’s Sci-Fi at the cinema, or a few beers at pubs around the Cheshire countryside.

Demonstrating ROI to the board