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THE FINTECH MEDIA LANDSCAPE
Understanding the Media
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Be)erment Personal Capital Robinhood FutureAdvisor Stash
COVERAGE & SEARCH TRENDSHow OCen Are Select Fintech Companies Being Discussed And Searched For
Di#o reviewed media coverage pulled from
Meltwater News from Jan-Oct 2016.
Di#o examined Google search trends to look for correlaDons with media
coverage.
RH included on Fast Company’s Most InnovaKve
Companies List
RH experiences glitch causing users to think they lost $
CiK issues “Digital DisrupKons” fintech report creaKng mulKple media storylines
that impact the sector through April
RH co-founders interviewed by Jim Cramer on CNBC
Stash raises Series A funding
Pokemon Go sparks interest in Nintendo stock; Not available on
RH (only US markets)
Stash featured on Bloomberg.com; Celebrates 1 year
anniversary
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COVERAGE BREAKDOWNWhat Type Of Coverage Do Fintech Companies Receive
9%8%
75%
8% 10%2%
21%
9%58%
2%
8%2%
20%
41%
29%
9%9%
79%
3%
11%
8%
66%
15%
Using the coverage pulled from Meltwater News (Jan-Oct 2016), Di#o examined a random sampling of 100
arDcles per company
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COVERAGE TOPICSHow Does The Media Talk About Fintech Companies
From the coverage pulled on Meltwater News (Jan-Oct
2016), Di#o examined the headlines of arDcles to find the most commonly used words to
describe each company
Who Covered • Nearly half (44%) of
coverage stems from 11 financial/business outlets
Millennials • Only 4% of coverage ran in
Millennial publicaKons
• 8% of stories related to the company discussed Millennials as a topic
Top Stories: • Be#erment for Business • Funding
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INSIGHTS AND ANALYSISWhat Can Be Learned
Who Covered • 11 financial/business
outlets account for 1 in 3 arKcles published
Millennials • 1.6% of coverage ran in
Millennial publicaKons
• Only 4% of coverage directly discusses Millennials as a topic
Top Stories: • How NBA players spend
money
Who Covered • 40% of total coverage is
generated by 11 financial/business outlets
Millennials • 2% of coverage ran in
Millennial publicaKons
• 20% of coverage directly discusses Millennials as a topic
Top Stories: • TargeDng Millennials
Who Covered • TechCrunch and Yahoo!
account for publishing 1 in 5 stories on the company
Millennials • 12% of coverage ran in
Millennial publicaKons
• 13% of coverage directly discusses Millennials as a topic
Top Stories: • Baidu partnership • Robinhood Gold
Who Covered • Yahoo! has published
~10% of the company’s coverage
Millennials • 4% of coverage ran in
Millennial publicaKons
• 47% of coverage directly discusses Millennials as a topic
Top Stories: • App review
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KEY TAKEAWAYSWhat Can Be Learned
No one owns the Millennial outletsWhile Robinhood may lead this group, over half of its Millennial coverage comes from TechCrunch. There is an opportunity to establish relaKonships with these publicaKons and become the “go to” source for expert commentary.
Other companies are missing opportuni8es for contributed contentPersonal Capital was the only company that had published guest blog posts. Companies should take advantage of this and secure ongoing guest columns at key publicaKons to reach its target audience.
Media’s value is in quality; not quan8tyGiven Be)erment’s standing in the industry, it’s understandable the company will be menKoned in most arKcles discussing robo advisors. However, just because it’s menKoned once in an arKcle as a reference or comparison to another company, does not mean it’s a quality hit for the company.
New or original data will interest reporters and drive stories
Personal Capital and Stash were able to generate news and posiKon themselves as thought leaders by developing their own data. Companies should consider developing a survey or report around an important topic to their customers that could be used by press.
Understanding the Market
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HUMANS V. ROBOTSIn The Beginning…
In the beginning of robo advisors, execuKves and advisors at big financial insKtuKons believed they would be replaced by robots.
The thought was “Why choose an acKve but unpredictable human advisor rather than a robo advisor, which will typically take a passive approach that delivers more consistent returns?” Also, human advisors have financial incenKves that don’t always work to the benefit of their clients. Things got crowded quickly! Big companies bought the small ones or made their own online/mobile plaoorm. AUM was the name of the game, and the top names in the industry had a different offering.
FutureAdvisor – bought by BlackRock - h a d $ 9 3 7 m i l l i o n o f a s s e t s u n d e r management on beha l f of i nd iv idua l investors, with 75% of its individual customers falling below the high-net-worth bar.
Robinhood democraKzed stock trading by making it affordable to everyone, not earning money for itself.
Be)erment, with $6 billion in AUM, doubled-down on targeKng independent advisors, offering its clients a wide range of investment strategies, like ETFs managed by Goldman Sachs.
Getng even more complicated, Quantopian – which Steve Cohen’s companies investment $250 million in – was created to a)ract quants and uKlize the best performing ones.
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Our feelings towards robo advisors has changed. Advisors aren’t scared of robos anymore, but rather view them as an addiKonal tool they can use to invest. Investors sKll want some type of human touch and in the broader fintech space, companies are providing a human expert to advise customers on online lending, refinancing, etc.
Advice: In addiDon to having a first-class investment plaTorm, you should also
provide customers with quality access to human experts.
HUMANS + ROBOTS“Humans v. Robots” has evolved into “Humans + Robots”
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ADDING A HUMAN TOUCHIdeas To Become Less RoboKc
• Create monthly Q&A series with a financial or wealth management advisor to provide pracKcal insights and advice.
• Partner with or hire “social influencers” as spokespeople.
• Partner with a media outlet to create a “Millennial Advisor” list to showcase young advisors who are relatable to your customers.
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And with any good thing, the government gets involved.
The SEC, FINRA and state regulators are scruKnizing automated advisors at every opportunity. In just the past couple months, the DoL ruled that the fiduciary standard - requiring that investment advisors put their clients' interests above their own at all Kmes - would be extended to apply to advisors who provide advice on reKrement plans such as IRAs and 401ks.
As a result of this ruling, it has to be asked, “Is it possible for robo advisors to know what clients' best interests are?”
Advice: New federal regulaDons must result in more transparency and educaDon.
HERE COMES UNCLE SAMRegulaKons And Transparency
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KNOWLEDGE IS POWERAnd It’s Half The Ba)le
Develop campaigns to consistently communicate and engage in a dialogue with the public regarding: • Trading pracKces • Data protecKon and security • Disclosures • Algo design and oversight
Not only are these key areas of pracKce that the government is interested in, but involvement in these topics also ensures your customers expect transparency.
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SPEAKING OF CUSTOMERSInside The Minds Of Millennials
Millennials talk $$$ with partners and parents
62% get financial advice from their spouse or partner 41% from their parents
UBS Investors Watch
Millennials like non-tradi8onal investments
61% invest in alternaKves 69% are willing to take more risk
NaDxis Global Financial Advisor Survey
Millennials don’t have 8me for advice
Only 28% are willing to spend the Kme needed to get the best advice Goldman Sachs Millennial Money Survey
Millennials want inves8ng to make a difference
More than 85% express an interest in or own social impact investments U.S. Trust Insights on Wealth and Worth Survey
G E
YN
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TAPPING INTO MILLENNIALS
With Millennials interested in social impact invesKng and turning to their parents for advice, companies should:
• Target parents and partners with integrated, educaKonal campaign
• Make informaKon easily digesKble
• Explain the value - both socially and potenKally financially - of impact invesKng
• Consider the influence financial advisors have over parents of Millennials
Provide What They Want, How They Want It
About DiIo
BOUTIQUE APPROACH, BIG DELIVERYSmall PR Firm Power
Seasoned ProsTeam Di)o has experienced the good and bad at other agencies and chooses to operate differently. We come from big firms and bring that background to our clients.
Dedicated Team
You are going to get the same size team with whomever you choose. But at Di)o, you get a senior team working everyday to deliver the results we promise.
Global Scope
Our clients have us engaging with media
in markets around the world.
Some are even based across the globe.
From Start-up to Big BusinessDi)o works with companies ranging from three person start-ups to $1 trillion asset management firms.
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OUR CAPABILITIESAny Service To Meet Your Needs
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01 Media Rela8onsSmart, scrappy and creaKve – Di)o drives story lines to the media and opportuniKes to the client on a weekly and monthly basis.
04 Content Crea8onTo posiKon you as a thought leader in your industry and push an unfe)ered message, Di)o helps draC, edit and publish content.
02 Media & Message Training
Whether launching a new product or service or looking to increase overall awareness, what you say and how you say it makes a difference.
05 Online Execu8ve Posi8oningFrom reporters to customers, key audiences use search engines and social media to research your execuKve team. Therefore, it’s criKcal to manage online reputaKons.
Media & Compe8tor Audit03The first step in any PR campaign should be analyzing your media and compeKKve landscape.
06 Social Media AuditDi)o conducts social media audits to formulate the right social media approach for a company to achieve its business goals.
07 Digital Marke8ngFrom website creaKon to SEO strategy to online adverKsing, a digital markeKng strategy works hand-in-hand with your PR approach.
In addiKon to our service offerings, Team Di)o has extensive experience in various communicaKons fields including:
• Crisis CommunicaKons • Investor RelaKons • Public Affairs • Employee Engagement
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OUR CLIENTSPast And Present
Fintech • Credible - mulK-lender student loan marketplace • CreditIQ - online plaoorm that provides users with the ability to conduct financial transacKons digitally • IonTuiKon - provides organizaKons with a web-based student loan management plaoorm that their employees and students can use
to be)er understand and repay their student loans • Student Loan Hero - web plaoorm that provides support for organizing, managing and repaying student loans
Financial Services • STA Wealth Management - registered investment advisory firm located in Houston, Texas • NaKxis Global Asset Management - a mulK-affiliate organizaKon that offers a single point of access to more than 20 specialized
investment firms in the Americas, Europe and Asia
Insurance • Argo - an internaKonal underwriter of specialty insurance and reinsurance products in areas of the property and casualty market
Technology • FlaKron School - leading coding academy and accelerated educaKonal program for web and mobile development
Social Good • Bring Change 2 Mind - a non-profit organizaKon working to end the sKgma and discriminaKon surrounding mental illness • Just Capital - a non-profit that measures corporate performance based on the public’s definiKon of JUST behavior • Open Road Alliance - a private philanthropic iniKaKve that provides grant capital to non-profits for mid-implementaKon projects
facing an unexpected roadblock or a sudden catalyKc opportunity • Stax DevCorp - management consulKng firm that finds for-profit soluKons to tackle social issues • Women’s Prison AssociaKon - a non-profit commi)ed to helping women with criminal jusKce histories see new possibiliKes for
themselves and their families.
To see a list of Di#o-secured coverage for clients, please
visit here.
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