This week’s edition of Kurtosys Spotlight features LGIM’s Kassie Siwo-Gasa, clean energy investing, HANetf’s Simon Mott, influencer marketing, Uber’s foray into fintech and Santander’s educational #DontGetKurupted marketing campaign.
Digital Leader Spotlight: Kassie Siwo-Gasa, Head of Digital Marketing at Legal & General Investment Management
Bringing experience from the world of copy and editorial work is Legal & General Investment Management’s digital leader Kassie Siwo-Gasa, who has over eight years of experience in financial services marketing.
Kassie started her career as an Assistant Web Editor for American Express Sharepeople, where she established high copy standards of content; a trait that would follow in her path as a marketing consultant. Also, compliance issues for financial services rely on the use of accurate disclaimers, which Kassie also built in her earliest roles, and she keenly supports the use of infographics and brand recognition in marketing collateral. She spent 7 years iat M&G Investments, maintaining a digital strategy for advanced customer experience, moving up through the ranks at LGIM to manage defined digital marketing projects and the development of digital experiences for institutional clients.
Kassie is part of our Most Influential Digital Leaders in Asset Management gallery.
Podcast: Connecting the Dots – Simon Mott
In this edition of the Connecting the Dots podcast, we chat with HANetf’s Global Head of Marketing Simon Mott.
Simon talks us through his employment background in the financial services and B2B space, ranging from boutique hedge funds to some of the largest exchanges in the world, in Chicago and London. An expertise of large-scale financial institutions and a smaller-company-mentality is the perfect blend for Simon at HANetf, who joined the white label ETF platform to build up a marketing and sales infrastructure from scratch. He is recognised as a leading figure in the ETF market.
HANetf, as Simon outlines, released their first funds in September 2018 and are expanding rapidly. With Simon at the helm, his keen eye for detail extends to design aspects to give the company a distinctive look ‘away from Wall Street’ to craft a multi-channel platform that resonates with customers. As Simon notes, the company looks to be a disruptor for the European ETFs space in the way that their company (and others’ products) are created and presented. In a world where companies copy each other, HANetf’s marketing is focused on a youthful and modern look.
Simon goes on to give advice for how smaller firms can look to build up their marketing capabilities with the resources they have, doing ‘more with less’, the power of repurposing and make themselves heard amongst the industry. With ‘content marketing’ being a buzzword, Simon feels that all forms of digestible content from infographics to videos should be a focus to appease customers in the professional sense, as much as these forms of content would be enjoyed in their personal lives.
Elsewhere, Simon discusses the importance of taking inspiration from everything you see; creativity is out there (outside of the industry) to influence marketing decisions for the financial space.
Video in Focus: The Shift to Clean Energy
The energy industry is going through a vast phase of change. As concerns for climate change have gone through the roof the past few years (and rightly so), the need to shift to a low-carbon or even no-carbon emission is a strategy that companies and economies and looking towards for the nearest future as possible. You can check out an excellent visual representation of the world’s carbon emissions in 2019, segmented by country, over at Visual Capitalist.
Oil companies particularly come under fire of course, and as Goldman Sachs notes in their insights on The Shift to Clean Energy, already they are looking to spend ‘half of their capital expenditure on low-carbon activities’. There’s certainly a lot to do in order to eradicate fossil fuel usage (if possible) and create a world running on renewables, but the wheels are in motion from widespread campaigning and the efforts of fund managers to invest in socially responsibly companies due to ESG concerns from investors.
Also explained in the Tweet below is that these investments in clean energy by 2040 may account for around $30 trillion. A hefty amount, but a price that may indeed help to prolong the state of the globe’s atmosphere. As part of Goldman Sachs The Long and Short of It Research video series, this video outlines what oil and utility companies are doing to transform the energy sector in such roles as transitioning to biofuels, electric mobility and substitutions for coal.
Limiting global warming may require up to $30 trillion in clean-energy investments by 2040. Goldman Sachs Research shows how the push to curb climate change is already reshaping the energy industry in Europe: https://t.co/MTr9uFROmp pic.twitter.com/AtIrjFe3Yx
— Goldman Sachs (@GoldmanSachs) August 20, 2019
This is just a small part of an extremely complex and urgent puzzle; investments looking towards a clean Earth are thankfully growing in abundance and ESG considerations are in full swing in the asset management world. For more GS Research and Insights, check out their website.
Events: The Influencer Ecosystem
Hey! We’re now in September. Sad I know, as autumn/fall looks keen to set in, but there’s a silver lining in that (as we have previously stated), the FS Forum’s events calendar is looking to get kick-started once more.
They are keen champions of the breakfast event, and the FS Forum have another feast to come next week. On 12 September 2019, from 09:00 ‘til just before midday, The Influencer Ecosystem will take place, inviting members to a morning of excellent financial marketing expertise.
The influencer conundrum in marketing for financial services remains; as explained by the event description itself, is it ethical or entirely useful for an industry that is, by nature, ‘low-involvement’? Indeed, whilst the FSI is keen on boosting the efforts of personalisation, which can certainly be enhanced by familiar faces across the web (in this digital world), given the low-risk strategies achieved by some industry names it’s been tough to see influencer marketing get much exposure across the board.
For those that are interested in exactly how the influencer ecosystem can assist in branding and marketing, the speakers at this morning event will bring their very best pointers. Chaired by Lucian Camp, Brand & Marketing Consultant at Lucian Camp Consulting, also offering their expertise are Iona Bain (Founder at Young Money Blog), Jack Morel-Paulo (Head of Influencer Marketing at Onalytica) and Scott Guthrie (Influencer Marketing Consultant).
The address for the event is as follows: Mintel Playhouse Yard, Mintel House, 4 Playhouse Yard, London, EC4V 5EX.
Make sure you sign up quickly; all the details are available at the FS Forum website.
Fintech News: Fintech’s Industry Crossover
In the past, we’ve all been speculating on the news of those outside of the traditional finance industry looking to pave their own paths into the fintech world. Of course, Amazon being billed as the next large bank was one story pinned to the fin-tabloids, as has been the unveiling of Facebook’s Libra cryptocurrency as but two examples. Now however comes the rise of ride-hailing app Uber now looking to create financial products, and doing so with a fairly strong push in New York – the US finance-capital away from its traditional home of Silicon Valley.
Not that this is ‘new news’ however, as reported by CNBC, Uber has a Payments chief (Peter Hazelhurst) that is looking to bolster Uber’s “payment experiences”. It doesn’t seem like an unreasonable feat given the company’s global reach of customers (93 million!) and the idea of a fintech-like digital wallet for Uber Cash for food delivery and rides. Cabs, scran, and mobile payments? It seems that it’ll soon have it all. This, linked with its loyalty scheme Uber Rewards offering discounts has amassed popularity across the globe, certainly establishing the ‘loyalty’ that large-scale banking institutions and financial disruptors all strive for.
Forbes has also gone into great detail about why Uber is hiring new talent from technology company that are also savvy with finance. And why? Perhaps the idea of an Uber bank account (as hinted by other large tech giants) may be a long way off yet, but there’s a clear desire to move into new offices and expand their workforce there to over 100 workers in order to deal with this (under wraps) push into financial services. The article itself is fairly condemning of whether the world really needs Uber to be another fintech offering payment services to its clients, particularly when it notes that its own drivers would be those that may best benefit from them, considering almost half really on the company to supply the majority of their income.
Whether you agree or not with the devised plans for an Uber fintech, there’s plenty of views for its viability and its condemnation included within these articles. At the end of the day, it has disrupted one traditional industry, what about the next?
Social Spotlight: (Don’t) Keep It Kurupt
As we’ve touched on influencer marketing earlier, it seemed apt to return to (currently) one of the financial world’s largest fans of the strategy: Santander Bank, in the UK. As we have seen in a previous Spotlight, the bank looked to the presenting expertise and comedy delights of dynamic duo Ant & Dec, and now they’re back to teach customers about financial fraud through People Just Do Nothing’s Kurupt FM pirate radio garage MCs. Check out the teaser Tweet below, for instance:
Don’t Get Kurupted! We’ve teamed up with @KuruptFM to create a three episode mini-series, raising awareness of common fraud and scams. Protect yourself from scams and watch MC Grindah’s Deadliest Dupes: https://t.co/VbtqG61CTv #DeadliestDupes #DontGetKurupted pic.twitter.com/5U2LqJSneT
— Santander UK (@santanderuk) July 11, 2019
This is in fact all part of its Deadliest Dupes series, where we see the Brentford mobs’ finest MC Grindah, Beats, Chabuddy G, and Steves all here to make sure you keep your finances safe from cybercrime thieves, so that you #DontGetKurupted. You can check out all the webisodes over on YouTube, featured on this landing page. There’s also a test to take to see if you can avoid the scammers.
It certainly isn’t what I expected to see this week, but as a fan of the show’s likeable lads, this definitely shows the bank’s daring way to highlight a serious issue for consumers.
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