An investment brand that’s personally invested

We originally started working with the DundeeWealth marketing team in 2013 to help them break through the financial services clutter and help investors understand the value of an advisor. Since then, we’ve supported the team on a number of business and brand transformations, first from DundeeWealth to HollisWealth, and most recently through the acquisition by iA Financial Group.  

With so much change, advisors and investors were left feeling confused and uncertain as to who they were working with, and what that organization represented. On top of these changes, online disrupter brands like Questrade were heavily targeting Canadian investors with messages that challenged the relevance and value of advisors in a changing investment landscape.

We had to get to the heart of what distinguishes Canada’s leading independent wealth management firm from the banks and robo-firms. The answer? It’s personal. After a series of intense interviews and thorough research, we realized that iA Securities advisors had a lot in common with their clients. They shared values and often even major life moments, given the strength and duration of their relationships. An iA Securities advisor owns their own business as independent advisors, so they’re personally invested in the lives of their clients and communities in ways that go beyond their investment portfolio.

Armed with this insight, we created a new brand value proposition and brand positioning narrative, then brought it to life with a video featuring many (true) advisor-client stories. A brand awareness campaign was launched in November 2019 as a first glimpse into the iA Securities brand narrative, targeting both high net worth investors and prospective advisors. The campaign, executed across social and print, also featured a recruitment layer, including a revamped joiniasecurities.com website with updated employer brand messaging targeted at advisors.