What is Nucleus?
We are an online platform; designed by advisers, for advisers. Advisers use the platform with their clients to enable them to invest independently, tax efficiently and cost effectively into their ISAs, pensions, onshore or offshore bonds. It’s been designed with a view to being modern, technology-focused, efficient, transparent and fair.
How important is content for Nucleus?
Content is really important and it’s great that marketing has become more about great content, than being about the hard sell. These days, it’s about generating interesting information that people want to read, that just happens to be supplied by Nucleus, rather than us asking people to go and do something. We have initiatives such as Illuminate; our online portal for practice development, that provides helpful information for advisers and run lots of events to help advisers to develop their practice. Rather than being one dimensional, we take a multi-layered approach.
Nucleus is quite a tech and social media savvy company, is that led from the top down?
The digital focus comes from everybody, though I think people know of David Ferguson as being a real tech geek (something he’d probably admit himself!) Because of that we all live and breathe tech. We’ve never wanted to have lots of printed materials so the focus has always been making sure that everything is easily accessible online. As we don’t have huge layers of compliance to go through, we can be quite nimble and agile. This allows us to use different platforms such as Twitter, Instagram and Periscope. This form of marketing through technology works with our proposition as a whole – it allows us to be open, transparent, and it a cost-effective form of marketing.
Will all investing move to online and on-the-go?
Once people get over the security issue, it will be a natural thing to do. As younger people get more interested in saving and banking online, investment will be much more digital. You see these companies like Atom and Mondo creating things with a digital beginning; where they’ve built their whole propositions around being digital. Eventually the financial services industry will catch up where they’re currently lagging behind. Other industries are already digital, so it’s just a question of these people moving in really quickly and beginning to do what Nucleus is doing now.
Can you tell us about a recent marketing campaign that has done well both on and offline?
Yes, we’ve done a couple of lead generation campaigns in the past few years. I think the one that worked best was our Wrap Wars campaign; a multi-layered campaign around collaboration. We work really closely with advisers and our platform is nothing without them, in the same way that Han Solo and Princess Leia were nothing without Luke. So we sent advisers Lego Star Wars figures but with Luke missing, saying, “you’re our Luke – to claim your Luke, go onto the micro site and submit your details.” It was a really cool way of getting in front of the people we really wanted to speak to.
There were other things that linked into the campaign, such as, ‘join the force’ or ‘join the rebellion’ and ‘leaving the dark side’ became leaving your old provider. At the same time they happened to be auditioning for the new Star Wars film, so that was happening in the news and on social media. If you have something really creative like that, but there’s a serious message underneath that it links with, I think you’ve got a really convincing campaign.