Investor Education Best Practices
An executive at a leading retail brokerage firm was interested in significantly bolstering the firm’s online educational resources as part of the company’s long-term strategy to help clients become better investors. She asked Corporate Insight to perform an objective, in-depth assessment of the educational material provided by competitors to help make the case for investment in this area.The Solution
To help our client meet her goals, Corporate Insight identified and assessed all of the educational material that competitor firms provide online for financial products, trading and general investing topics. We also evaluated the offerings of several popular financial-focused websites like Yahoo! Finance. Our reviews focused on the level of detail offered in the educational content, the organization and positioning of the material on each website, the usage of a curriculum approach and delivery methods (e.g., webcasts, etc.). We then compared this content to the client firm’s website, identifying gaps in their offering that they should address.
Our 100+ page report contained dozens of detailed competitor reviews, a capabilities matrix, a summary of best practices and insights into key educational trends across the industry. We also included our recommendations to the client for implementing a top-notch online investor education program.The Impact
After we delivered the report, the client asked us to present our findings in person to key stake holders, focusing on industry best practices and trends for active investor education. After these meetings, we held a workshop and strategy session with a smaller group directly responsible for the firm’s online education content.
Over the last two years, the client firm has implemented many of Corporate Insight’s recommendations, revamping their online educational resources and incorporating dozens of new educational videos and interactive resources into their website. The firm is now an industry leader in investor education, providing an exceptionally deep video library and embracing a curriculum approach for teaching consumers how to invest.