Private assets are attracting more investment dollars as investors seek alpha in new areas. However, private asset data is opaque, difficult to collect, and often out-of-date. With the greatest transfer of wealth passing from one generation to the next, MSCI needed to carve a space for itself in a highly competitive market in which it was not well known.

We took a personal approach, crafting advertising that appealed to a younger generation of investors who are accustomed to using digital tools that provide an immediate response. By partnering with social media influencers in the wealth space and using targeted paid advertising to open conversations with an exclusive, intentional audience, we were able to dramatically increase MSCI’s visibility and prestige in a field where reputation means everything. Once engaged, leads were directed to product demos built to reflect their own investment challenges that showed how MSCI solutions could provide immediate, tangible insights into their portfolios.

Our work resulted in a three-fold increase in research downloads and product demo requests, invitations for MSCI influencers to speak on panels at Future Proof, a premium wealth event, partnerships with some of the largest names in the wealth space, and increased awareness for the brand. More than 20,000 prospects visited our wealth solutions page in the immediate aftermath of the campaign, and our wealth vertical is now poised to become the fastest-growing revenue driver of the company.