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mFund Investor [SMART 100, 2015]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

Yell Creative worked with ASX in May 2014, to launch the mFund Settlement Service. The new service gives retail investors direct access unlisted managed funds. Yell saw an opportunity to extend the offer and team up with brokers and Fund Managers to create an online solution which gives self-directed investors direct access to understanding and investing in mFunds.

2. WHAT & HOW

The purpose of this innovation is to…
…connect product providers with retail investors. Promote new innovative financial products to retail investors and provide easy access to investment. Educate investors and enable informed decision making.

It does this by…

…a destination site that promotes the mFund to self-directed investors, provide education around the service and asset classes in which they can invest. Partners include fund and asset managers and an online broker, which enables investors to transact directly if they choose.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

…There is currently nothing available like this in Australia. mFund Investor will drive awareness of mFund, educate investors about mFund asset classes and fund managers, drive word of mouth about mFund through social media, encourage immediate investment in mFund and drive direct mFund transactions and sign-ups to the partner broker.

Its various benefits to the customer/end-user include…

…mFund Investor delivers awareness of a new innovative investment vehicle, educating them on the opportunity, empowering them to make a decision and enabling them to buy

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…self-directed investors were previously unable to invest directly in unlisted managed funds, investors might have invested in a wrap via their adviser which usually involved filling in long application forms. Now the process has been made much simpler and more transparent offering the investor greater diversification

Its predecessors/competitors include…

…Advisers, non-online brokers. ETFs, iShares, Beta-Shares

5. TARGET MARKET

It is made for…

…The 50k+ of Australians making managed fund related Google searches every month.
Individuals who have been actively involved in their own wealth creation through investment. “Smart” investors who are looking for simple, smart, innovative vehicles that might give them new opportunities or a competitive edge. The 4.5m+ Australians who are self-directed investors and validators. The 70% of SMSF investors who plan to invest more heavily in managed funds this year and who would be open to using the mFund service.

It is available for sale through…

…mfundinvestor.com – the pre-launch site is already up and running as we finalise agreements with our partners to deliver engaging content and useful tools.

Our marketing strategy is to…

…use paid search (mFund Investor, asset class specific, content specific), Banners/Digital display, Email/EDM, Branded content and social distribution. A phased approach that refers to the investor journey: Awareness – Consider – Decide – Invest – Advocate. Leverage the digital marketing framework of Earned – Paid and Owned Media. Develop a multi-touch strategy through the funnel using behavioural marketing. Measure and evolve.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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