Coastal Bridge Advisors - Website Redesign

We sought to meaningfully differentiate Coastal Bridge Advisors from the 17,000+ competitors in the crowded independent financial advisory marketplace by focusing on making the experience easier and simpler for clients and prospects, with our promise to “Uncomplicate It”. We supported the campaign with strong, vivid, aspirational imagery and copy.The financial advisory market is undergoing dramatic change. Significant growth of market share is underway within the independent channel of financial advisory firms. Despite this growth, affluent investors remain intimidated and unprepared when it comes to their money. Research shows that 60-70% do not have a written financial plan, perceive current planning approaches as intimidating, and feel particularly unprepared for tax management and financing healthcare in retirement. This suggests that there are opportunities among potential (and existing) consumers of financial wealth management services. In spite of all the competition, most RIA marketing does little to differentiate one firm from the other. According to research, close to 70% of customers say that RIAs use similar language to describe themselves.The same is true of strategy and execution. Strategies mostly focus on RIAs talking about themselves and their experience and expertise while drawing on copycat dictionary terms such as “trusted”, “committed”, “holistic”, etc. They also use copycat color palettes, areas of focus, image choice and even web page design. We seek to differentiate ourselves by focusing on “you” the client, rather than “we” the firm. Whereas, our previous website had a page for Meet “Our” Team, our redesigned webpage reads Meet “Your” Team. Similarly, we now have pages devoted to How We Serve “You”, redesigned from What “We” Do and Why “We’re” Different. We place our emphasis where it belongs, on the client. Our intent was to establish a consistent and appropriate brand image supporting our meaningful difference for clients. So many things around money appear difficult and clients find many things to be complicated. The tagline “Uncomplicate It” is unlike any other wealth management company and we wanted our new website to include language and other cues that highlight and focus on this meaningful difference that defines our positioning.