Sumner Payne
PeachCap Logo.png

PEACHCAP

 
Miller_LOGOs_PEACHCAP_HORIZONTAL.png
 
 
 
Screen Shot 2018-06-05 at 6.29.21 PM.png

THE BRAND

PeachCap is the next Uber in wealth management. Like personal drivers, “home offices” – white glove, holistic wealth services – have been around for decades, but only for the uber-rich. PeachCap is democratizing the home office by bringing tax, financial, and emotional intelligence together under one roof for Main Street advisors and their clients.

Marrying Wall Street smarts with a Silicon Valley attitude, PeachCap’s guiding ethos is the antithesis to the dogmatic, stodgy industry conventions it set out to challenge. The time is ripe for disruption.

 
 

 
 

CHALLENGE

With the ambition to expand nationwide, PeachCap needs to recruit A-players who share the company’s progressive philosophy.

But like most startups, PeachCap is on a shoestring budget and has little brand recognition among financial advisors in a crowded market where reputation is everything. 

 
CompassArrow.png

OBJECTIVE

We were tasted with driving brand awareness among independent advisors in New York and Atlanta and generating 1-2 advisor team recruitment leads in each market. Our campaign needed to be threefold:

  • Generate brand buzz at launch by targeting advisors where we’d know they’d be
  • Lift brand consideration by increasing attendance at PeachCap’s roadshow event
  • Drive conversion at the culminating roadshow event with 1-2 recruitment leads

 
 

 
 

THE SITUATION

Once seen as unchartered territory, independent has indeed become the new norm in wealth management.

Growing demand for “holistic” wealth services is driving a mass exodus to independent channels. For Breakaway advisors, independence is an opportunity to realize their unique business vision and offer greater client value. But as the entire industry shifts in the same direction, independent "wealth generalists" are losing their competitive power.

f14_23734943.jpg

With 18,225 RIAs, the independent channel has become so popular that it's squeezed out opportunity.

 
 

WallStreetSignGeneric20120305.jpg

Billion-dollar RIAs are 4% of the market, but control 60% of the assets

THE BIG KEEP GETTING BIGGER

What's more, 80% end up merging or affiliating with large financial institutions to effectively scale the type of high-end, holistic services clients demand.

What then, is the point of becoming independent?


THE PROBLEM

Independent advisors are being set up to fail by the available RIA options in the market.

By using this massive support ecosystem as a crutch, advisors are not only undermining their own independence, they’re less effective at delivering holistic solutions. In trying to do everything, they were doing nothing particularly well. The landscape had become a diluted “sea of sameness" flooded with generic “me too” propositions.


INSIGHT

By trying to be “different”, independents are becoming the consensus they think they’re outsmarting.

 It's called the Hipster's Paradox, and there's a mathematical equation that explains this behavior. Nobody was taking the risk to be different enough. 

 
CompassArrow.png

STRATEGY

"DO IT DIFFERENT, DO IT RIGHT"

  • Provoke and inspire independent advisors to take action and reclaim their independence with PeachCap, a one-stop-shop they can believe in
  • Position PeachCap as the antidote to the "sea of sameness" with disruptive, tongue-in-cheek messaging that subverts the conventional communications codes in financial service