Online investment platform AJ Bell has appointed VML to drive its CRM transformation, delivering data-driven customer experiences with the aim of setting new standards in engagement.
The move follows a competitive pitch led by Tuffon Hall Consultancy and marks a new chapter in customer engagement for the investment platform as it works to bring ‘Feel Good’ investing to the nation.
Founded in 1995 by Andy Bell, the company is one of the largest investment platforms in the UK, and provides online investment platforms and stockbroker services for both individual investors and financial advisers.
It has over 644,000 customers and administers £103.3bn in total assets, including funds and other investments, such as shares, ETFs, and investment trusts.
Pablo handle the company’s most recent advertising campaign (pictured); Total Media runs its media business.
VML UK will use multiple agency capabilities to build on this brand platform to deliver an end-to-end solution that will enable AJ Bell to better deliver on its brand promise to customers.
AJ Bell chief marketing officer Stephen Vowles said: “Our process was focused on identifying a partner with the operational rigour and technical firepower to achieve our ambitions of delivering truly data-driven customer experiences. VML demonstrated the impressive capacity for execution, providing the reliable roadmap we need. We are excited to leverage their expertise and experience as we continue to lead our business through this exciting transformation.
“The partnership underscores AJ Bell’s commitment to investing in customer experience and leveraging CRM as a strategic growth driver. VML UK will support AJ Bell in delivering innovative solutions that build deeper relationships and set new benchmarks for the sector.”
VML chief client officer for international markets Pip Hulbert added: “Winning AJ Bell is a testament to our team’s passion and expertise in creating impactful customer experiences. By bringing the full power of VML’s capabilities – from deep customer insight to truly creative execution – we’re able to deliver the right blend of people, process, and technology to drive meaningful results. We’re excited to partner with AJ Bell and deliver work that sets new standards for the category.”
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