Branding
Integrating Private Lending with Ultra-High Net Worth Lifestyles
A strategic, cross-channel digital marketing campaign aimed at migrating pure-investment HNI clients into active banking users by pairing the exclusive Raymond James World Elite Mastercard with a Securities-Based Line of Credit (SBLOC).
Year :
2023
Industry :
Credit and Lending
Client :
Raymond James Investment Banking
Project Duration :
3 Months
Problem :
Share of Wallet Leakage & Asset Attrition. While Raymond James held the majority of the clients' investment assets (AUM), significant "liabilities management" (mortgages, credit cards, loans) was being lost to the "Big 5" Canadian banks. Furthermore, clients were frequently liquidating investment positions to fund major life expenses (tax bills, real estate, luxury purchases). This created two issues: it triggered unwanted capital gains taxes for the client, and it reduced our billable Assets Under Management (AUM).
Solution :
A "White-Glove" Digital Ecosystem. I moved away from "selling products" and focused on "providing liquidity solutions."
Audience Segmentation (Data): I utilized CRM data to isolate clients with $1M+ non-registered assets who had zero lending products attached, specifically flagging business owners (Enterprise accounts) who needed to separate personal and corporate expenses.
Advisor-Led Email Marketing: Instead of corporate blasts, I built a "Marketing-in-a-Box" toolkit. Advisors could select pre-written, compliance-approved campaigns that came from their email address. The narrative shifted from "Get a Loan" to "Strategic Liquidity Management"—focusing on tax-deductible borrowing strategies.
Website & UX Overhaul: I managed a redesign of the client portal's "Banking" tab. We introduced a dynamic "Borrowing Power" visualization tool. When a client logged in to check their stocks, they saw a visual bar showing exactly how much credit their specific portfolio could unlock instantly via the World Elite card.
Content Strategy: I produced a specialized "Private Wealth" digital newsletter featuring articles on “The Art of the Cashless Purchase” and “Separating Business Expenses from Family Wealth,” positioning the credit card not as a payment method, but as a cash-flow management tool.
Challenge :
The "Gatekeeper" Dynamic & Regulatory Rigidity.
Advisor Resistance: In the independent wealth model, Financial Advisors own the client relationship. They are highly protective and resist corporate "mass marketing" that feels generic or sales-heavy.
Complexity vs. Clarity: Explaining the mechanics of pledging a portfolio as collateral for a credit card or loan is complex. Doing so within the strict confines of Canadian financial marketing compliance (FCAC guidelines) without making the copy dry or legally heavy was difficult.
Audience Apathy: UHNI clients are desensitized to standard "low interest rate" offers or "points" pitches; they value time, access, and tax efficiency over small savings.
Summary :
The campaign successfully repositioned the lending division from a "utility" to a strategic wealth management tool. We achieved a 22% uptake in SBLOC applications among the targeted segment within 6 months and successfully "saved" an estimated $40M in AUM that would have otherwise been liquidated for cash needs. The project proved that digital marketing, when personalized and data-driven, works effectively even in the high-touch world of private wealth management.
More Projects
Branding
Integrating Private Lending with Ultra-High Net Worth Lifestyles
A strategic, cross-channel digital marketing campaign aimed at migrating pure-investment HNI clients into active banking users by pairing the exclusive Raymond James World Elite Mastercard with a Securities-Based Line of Credit (SBLOC).
Year :
2023
Industry :
Credit and Lending
Client :
Raymond James Investment Banking
Project Duration :
3 Months
Problem :
Share of Wallet Leakage & Asset Attrition. While Raymond James held the majority of the clients' investment assets (AUM), significant "liabilities management" (mortgages, credit cards, loans) was being lost to the "Big 5" Canadian banks. Furthermore, clients were frequently liquidating investment positions to fund major life expenses (tax bills, real estate, luxury purchases). This created two issues: it triggered unwanted capital gains taxes for the client, and it reduced our billable Assets Under Management (AUM).
Solution :
A "White-Glove" Digital Ecosystem. I moved away from "selling products" and focused on "providing liquidity solutions."
Audience Segmentation (Data): I utilized CRM data to isolate clients with $1M+ non-registered assets who had zero lending products attached, specifically flagging business owners (Enterprise accounts) who needed to separate personal and corporate expenses.
Advisor-Led Email Marketing: Instead of corporate blasts, I built a "Marketing-in-a-Box" toolkit. Advisors could select pre-written, compliance-approved campaigns that came from their email address. The narrative shifted from "Get a Loan" to "Strategic Liquidity Management"—focusing on tax-deductible borrowing strategies.
Website & UX Overhaul: I managed a redesign of the client portal's "Banking" tab. We introduced a dynamic "Borrowing Power" visualization tool. When a client logged in to check their stocks, they saw a visual bar showing exactly how much credit their specific portfolio could unlock instantly via the World Elite card.
Content Strategy: I produced a specialized "Private Wealth" digital newsletter featuring articles on “The Art of the Cashless Purchase” and “Separating Business Expenses from Family Wealth,” positioning the credit card not as a payment method, but as a cash-flow management tool.
Challenge :
The "Gatekeeper" Dynamic & Regulatory Rigidity.
Advisor Resistance: In the independent wealth model, Financial Advisors own the client relationship. They are highly protective and resist corporate "mass marketing" that feels generic or sales-heavy.
Complexity vs. Clarity: Explaining the mechanics of pledging a portfolio as collateral for a credit card or loan is complex. Doing so within the strict confines of Canadian financial marketing compliance (FCAC guidelines) without making the copy dry or legally heavy was difficult.
Audience Apathy: UHNI clients are desensitized to standard "low interest rate" offers or "points" pitches; they value time, access, and tax efficiency over small savings.
Summary :
The campaign successfully repositioned the lending division from a "utility" to a strategic wealth management tool. We achieved a 22% uptake in SBLOC applications among the targeted segment within 6 months and successfully "saved" an estimated $40M in AUM that would have otherwise been liquidated for cash needs. The project proved that digital marketing, when personalized and data-driven, works effectively even in the high-touch world of private wealth management.
More Projects
Branding
Integrating Private Lending with Ultra-High Net Worth Lifestyles
A strategic, cross-channel digital marketing campaign aimed at migrating pure-investment HNI clients into active banking users by pairing the exclusive Raymond James World Elite Mastercard with a Securities-Based Line of Credit (SBLOC).
Year :
2023
Industry :
Credit and Lending
Client :
Raymond James Investment Banking
Project Duration :
3 Months
Problem :
Share of Wallet Leakage & Asset Attrition. While Raymond James held the majority of the clients' investment assets (AUM), significant "liabilities management" (mortgages, credit cards, loans) was being lost to the "Big 5" Canadian banks. Furthermore, clients were frequently liquidating investment positions to fund major life expenses (tax bills, real estate, luxury purchases). This created two issues: it triggered unwanted capital gains taxes for the client, and it reduced our billable Assets Under Management (AUM).
Solution :
A "White-Glove" Digital Ecosystem. I moved away from "selling products" and focused on "providing liquidity solutions."
Audience Segmentation (Data): I utilized CRM data to isolate clients with $1M+ non-registered assets who had zero lending products attached, specifically flagging business owners (Enterprise accounts) who needed to separate personal and corporate expenses.
Advisor-Led Email Marketing: Instead of corporate blasts, I built a "Marketing-in-a-Box" toolkit. Advisors could select pre-written, compliance-approved campaigns that came from their email address. The narrative shifted from "Get a Loan" to "Strategic Liquidity Management"—focusing on tax-deductible borrowing strategies.
Website & UX Overhaul: I managed a redesign of the client portal's "Banking" tab. We introduced a dynamic "Borrowing Power" visualization tool. When a client logged in to check their stocks, they saw a visual bar showing exactly how much credit their specific portfolio could unlock instantly via the World Elite card.
Content Strategy: I produced a specialized "Private Wealth" digital newsletter featuring articles on “The Art of the Cashless Purchase” and “Separating Business Expenses from Family Wealth,” positioning the credit card not as a payment method, but as a cash-flow management tool.
Challenge :
The "Gatekeeper" Dynamic & Regulatory Rigidity.
Advisor Resistance: In the independent wealth model, Financial Advisors own the client relationship. They are highly protective and resist corporate "mass marketing" that feels generic or sales-heavy.
Complexity vs. Clarity: Explaining the mechanics of pledging a portfolio as collateral for a credit card or loan is complex. Doing so within the strict confines of Canadian financial marketing compliance (FCAC guidelines) without making the copy dry or legally heavy was difficult.
Audience Apathy: UHNI clients are desensitized to standard "low interest rate" offers or "points" pitches; they value time, access, and tax efficiency over small savings.
Summary :
The campaign successfully repositioned the lending division from a "utility" to a strategic wealth management tool. We achieved a 22% uptake in SBLOC applications among the targeted segment within 6 months and successfully "saved" an estimated $40M in AUM that would have otherwise been liquidated for cash needs. The project proved that digital marketing, when personalized and data-driven, works effectively even in the high-touch world of private wealth management.