How Otto Finance Tuned In To The Next Generation Of Investors With Finimize

Their story

Otto was building its platform to help advisors and wealth managers foster deeper, stronger and more digitally-enabled relationships with their clients, at scale. Via their interactive platform, Otto provided wealth clients with:

• • An overview of their financial life
• • An log of their activities with their wealth manager
• • Tools and educational materials to help improve users’ understanding of their finances
• • A platform to meet and interact with their advisor

In 2023, Otto knew that wealth managers and advisors needed an interface that suited a digitally native audience and was fit for the next generation of tech-first wealth clients, especially as we enter one of the biggest wealth transfers in history. In the UK alone, there were £2-3tn of retail liquid investable assets. These assets largely sat with traditional incumbent wealth managers whose core customers had been baby boomers. But this generation was starting to hand over their wealth to Millennials and GenZers, fueling one of the biggest wealth transfers to date, with over £1tn set to switch hands between 2022-2027.

Otto started looking into how best to build out their self-serve content tools and educational material to support these tech-first clients. A key part of this was the creation of white-labelled client portals where, under the manager’s or advisor’s branding, clients could access a full suite of tools, including a comprehensive library that could be filtered on their specific financial and investment situation. But that was only the beginning. Otto is already planning on providing clients with data-led personalised educational content based on their investment holdings and unique financial set-up.

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Finding an affordable copywriter who had the expertise, skills and capacity to do this, however, just wasn’t possible. 

As daily readers of the Finimize newsletter and having made numerous investment decisions off the back of Finimize articles, the Otto team understood the sort of content they wanted to produce. However, as a start-up, the team were concerned that licensing Finimize content on their platform would be out of their price range. 

They got in touch anyway. But we let them know we could build them a specialized program specifically for start-ups that Otto could integrate with their platform via API. 

Madeleine Debney, Otto Finance’s Co-Founder, followed Finimize from the very beginning and was therefore always keen to partner in some shape or form.

“I think Finimize is great. It’s interesting. It's quick. I've made decisions off the back of Finimize articles and it really helps me to keep investing at the forefront of my mind.”
Madeleine Debney - CPO & Co-Founder, Otto Finance

Solution 

Following our conversation, the Otto team integrated Finimize’s API into its platform in a way that means individual wealth managers and financial advisors can share an up to date library of jargon-free, educational financial content with their clients. 

Our partnership with Otto is based on open and clear communication and the collective success of the partnership is founded on this. Finimize communicates with Otto efficiently via a collective Slack channel and has been very responsive to Otto’s feedback on their content, always open to hopping on regular meetings/catch-ups to address any questions throughout the partnership.

What was the impact? 

• • With limited resources, Otto have managed to provide the maximum scope of in-depth, domain specific financial content as a core feature of their platform without sacrificing excessive spend and precious time on a single copywriter or hiring more content writers.
• • The size, depth and breadth of Finimize’s library of content has given Otto a level of credibility that just wouldn’t have been possible for a startup of its size to achieve in-house. 

‍“I like the frequency, conciseness and actionability of Finimize content”.
Madeleine Debney - CPO & Co-Founder, Otto Finance

So what’s next? 

Following the integration, Otto are keen to build out their content library, personalising the end client’s experience in the process. To do this, we’re planning to work with Otto to break down the content into core segments which they can then use to serve clients with more specialised and topical content. 

Elsewhere, Otto has integrated Finimize into more platform widgets and tools, as well as into their mobile offering and is looking to deepen this integration in the near future.