FinText provided training sessions to marketing teams in Wealth Management and to the CIO
UBS Group, the multinational financial-services company founded and based in Switzerland, contains four global business groups: global wealth management, investment bank, asset management and personal and corporate banking. Naturally, information and know-how flow across these groups.
FinText was first commissioned by the Digital Relationship Management Team within the global wealth management group to deliver the “How Humans Read Online” session to a few dozen marketers across UBS (CRM, Asset Management, Digital Marketing and Social Media). The initial session received positive feedback from participants and its organiser later wrote:
Each report that FinText produces is a mine of information. They help improve our content, the engagement it creates and eventually the business we generate from it.Lionel Guerraz, Digital Client Relationship Manager, Executive Director, UBS Asset Management
Following that first session, FinText was approached by the Chief Investment Office (CIO) to hold a second session for a wider group of writers and researchers.
For context, the CIO is part of UBS’s Global wealth management arm, and it provides on-going market analysis and insights, serving the firm’s financial advisors and their clients.
CIO is a content-creation powerhouse: it employs over 180 investment specialists, publishes thousands of articles a year, produces podcasts and videos and hosts client livestreams.
Initially meant to be a relatively small session, interest in the training grew and its scale expanded, to the point that UBS decided to record the session for its internal TV network. The session was titled “Improving your investment writing and digital communication success.”
The training webinar included over 100 participants, and was recorded for further use. Feedback from participants was overwhelmingly positive:
Thanks a lot for the great insights on how humans read online. I found it very inspiring – also for German content.Senior Content Marketing Manager
I really appreciated your presentation earlier today and so good to see the evidence to what we’re trying to practice at UBS through our Tone of Voice too.Marketing, Real Estate & Private Markets, UBS Asset Management
Thanks so much for the presentation this morning, I found it really informative and will be trying to put this into practice (especially on the social media side).Manager, Investment Solutions
Really like your approach! What you mentioned on ESG is particularly interesting, given that the lack of disclosure and comparability in this area makes it particularly challenging.Cross-Asset Analyst, CIO