Hartford Funds

Brand Strategy

Print

Video

Digital

OOH

Website Design

Trade Shows

Brand Identity

Expert Content Program

As the world of money management dives deeper and deeper into prediction algorithms, robo-investing and other non-human investing tools, an opportunity is created...who will understand me? Will a computer know what I really want and need? Can an algorithm help me achieve my hopes and dreams?

For Hartford Funds, our research with the target audience of financial advisors showed that when it comes to mutual funds, the numbers and benchmarks, while important, are considered the price of entry. Understanding the investor and creating products and services that fit their lives is seen as a real point of difference. This led us to create the “human-centric investing” campaign, based on the idea that investors are humans first, with emotions, experiences, pasts and futures.

Over the course of three years, the campaign has helped Hartford Funds become an industry thought leader, providing financial advisors with actionable investor insights about everything from why investors tend to buy high and sell low to the differences between men and women when it comes to money and investing. Today, financial advisors see Hartford Funds as a true partner, providing them the resources they need to maintain and improve strong relationships with their clients.

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Expert Content Program

Terms of Use: Hero Image is licensed by Getty for Hartford Funds.

For Hartford Funds, our research with the target audience of financial advisors showed that when it comes to mutual funds, the numbers and benchmarks, while important, are considered the price of entry. Understanding the investor and creating products and services that fit their lives is seen as a real point of difference. This led us to create the “human-centric” investing campaign, based on the idea that investors are humans first, with emotions, experiences, pasts and futures.

Over the course of three years, the campaign has helped Hartford Funds become an industry thought leader, providing financial advisors with actionable investor insights about everything from why investors tend to buy high and sell low to the differences between men and women when it comes to money and investing.