Q&A: Moneyfarm CMO on offering the “best of both worlds” to wealth customers

Alex Sword


The Financial Services Forum

Alessandro Onano, newly appointed CMO at Moneyfarm, discusses how the digital wealth manager is evolving into a one-stop shop for its clients while building its brand visibility.


FSF: Congratulations on the new role. What’s on your to-do list?

Alessandro: Moneyfarm is in the midst of an exciting transformation, evolving from a single-product focus to a comprehensive platform designed to meet diverse financial needs. This transition is both a challenge and an opportunity, particularly for a brand that needs to build greater awareness while ensuring sustainable growth. My immediate priorities include enhancing our brand’s visibility and reputation, leveraging our unique hybrid model of advanced technology combined with personal advisory services. By focusing on strategic marketing initiatives, we aim to solidify our presence in the market, foster deeper client engagement, and drive growth. Another key area is ensuring that this growth is sustainable from a unit economics point of view, aligning our strategies with long-term objectives that benefit both our clients and our business.


How do you perceive the Moneyfarm brand?

Having rejoined Moneyfarm after a couple of years, I think I bring here a perspective shaped by my extensive history with the company. Moneyfarm’s values deeply resonate with my own, making this role particularly rewarding. The company’s commitment to collaboration, independence, and client-centricity is at the core of everything we do. We prioritise understanding our clients’ needs and evolving with them. This alignment of values not only makes my job easier but also incredibly engaging.


How does Moneyfarm differentiate itself from other brands in the industry?

Moneyfarm differentiates itself through a genuine commitment to enhancing our customers’ lives, a trait that remains uncommon in the financial industry. Unlike many incumbents, we prioritise transparency and simplicity. Our hybrid approach combines sophisticated technology with essential human interaction, ensuring that our clients receive comprehensive, personalised service. We believe that technology should enhance the human touch, not replace it. This approach allows us to offer investment strategies that are both innovative and trustworthy. Our independence is another key differentiator, as it enables us to provide unbiased guidance suitable to each client’s unique financial situation without the conflicts of interest that can affect larger, more traditional institutions. This blend of purpose-driven service, innovative technology, and human expertise truly sets Moneyfarm apart.


The “best of both worlds” advert launched earlier this year. What results has Moneyfarm seen from this and what are the next steps for the campaign?

The “best of both worlds” advert marked the beginning of our major rebranding initiative, positioning Moneyfarm as a trusted wealth partner for our target audience, the Confident Delegator. The campaign has been highly successful, contributing to our best quarter ever in terms of both new client acquisitions and engagement levels. The advert has not only resonated with our audience but also significantly boosted our brand awareness. Moving forward, we plan to build on this momentum by expanding our reach and continuing to emphasise our unique hybrid approach. Our next steps include leveraging data-driven insights to refine our messaging further and exploring new channels to enhance our brand presence in a competitive market. We aim to keep the conversation going, ensuring that our message of combining smart technology with human expertise continues to resonate and drive growth.


What channels do you plan to use to get your message out there?

Digital channels are at the core of our strategy, reflecting our strength and agility in the digital space. However, we also recognise the importance of above-the-line channels to enhance reach and brand credibility. In the UK, we have successfully utilised TV and out-of-home advertising to build trust and awareness. Moving forward, we plan to diversify our media mix further, potentially exploring new and emerging channels that align with our audience’s media consumption habits. By integrating digital precision with the broad reach of traditional media, we aim to create a cohesive and compelling brand presence that resonates across all touchpoints. This multi-channel approach will ensure that we not only reach a wider audience but also engage them in a meaningful and impactful way.


What do you hope to have achieved a year into the role?

I aim to have firmly established Moneyfarm’s rebranded identity, with clear and consistent messaging across all platforms. This includes a comprehensive mapping of our unique selling propositions and integrating them seamlessly into our client communications and marketing initiatives. Additionally, developing a robust multi-product marketing strategy to leverage the numerous new products and services launched over the past year is a key focus. On the business side, my goal is to maintain and improve our unit economics while achieving ambitious growth targets in terms of new active customers and overall inflows. By focusing on these areas, we can ensure that Moneyfarm not only grows but does so in a sustainable and client-focused manner, reinforcing our position as a leading player in the wealth management industry. Ultimately, my vision is to see Moneyfarm recognised not just for its innovative solutions but for the trust and value we bring to our client’s financial journeys.

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