As a marketing guy, we’re usually trying to make an emotional connection. The common wisdom about investing, of course, is that one should leave their emotions at the door. And although we often see evidence that people react emotionally with their investments, we’ve perhaps lost perspective on the backdrop of disengagement most people have towards their investments. A Schwab-commissioned study a few years ago revealed just how uninterested even well-to-do investors are, compared to the other major activities in their life. We research our car purchases, our healthcare decisions, our kids’ schools, our vacations way more than we research our investments. And for all the noise about fees, most investors seem quite disinterested. Have a look, it’s eye-opening:

Julian Scarfe

Strategic marketing consultant & digital media expert, helping clients in the investment industry - mutual fund, hedge fund & ETF firms, advisor organizations, IR and other financial services. Strategy, branding, web, social, outreach, inbound, video, sales support materials, marketing cost auditing.