Case Studies

Gerrard Investment Management

  • Gabriel Research and Management: Gerrard Investment Management
  • Gabriel Research and Management: Gerrard Investment Management
  • Gabriel Research and Management: Gerrard Investment Management
  • Gabriel Research and Management: Gerrard Investment Management
  • Gabriel Research and Management: Gerrard Investment Management
  • Gabriel Research and Management: Gerrard Investment Management
  • Gabriel Research and Management: Gerrard Investment Management

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Aldermore Bank PLCArab Bank Private BankingBarclaysBarclays AFCARChartered Institute of ArbitratorsEurope Arab BankFT BusinessGerrard Investment ManagementIDRSNatwest Venture CapitalUBS Investment BankUBS Wealth ManagementVisa International		    

Requirement


Following Barclays acquisition of Gerrard from Old Mutual and with assets under management (AUM) in decline, the Gerrard senior management team engaged our services to undertake a brand review and to make recommendations on brand strategy and business development. The review included considering the merits of integrating Gerrard's offering more fully into the Barclays Wealth Management structure and dropping the Gerrard brand altogether. In addition, Gabriel was asked to develop and implement a programme of 'quick wins' designed to stem the continuing loss of AUM, engage with new audiences and increase the share of wallet with existing customers.

  

Solution


Our research underlined the fact that the traditional stockbroking image associated with Gerrard was of limited appeal; investors were becoming more sophisticated and expected more from their investment managers. While Gerrard took steps to address its product/service offering Gabriel worked with the strategy and marketing teams to develop a plan that targeted clients by sector and introduced a more youthful, modern and relevant image to the brand, through written communications, photography and design. Integrated marketing campaigns were developed in support of a determined client acquisition and retention programme. As part of our quick-win recommendations, we developed automated tendering solutions that empowered the sales force and wrote business development guides in support of the Gerrard client segmentation model. These initiatives enabled the Gerrard sales force to respond quickly and efficiently to enquiries and opportunities. The business moved away from its stockbroker profile towards that of a progressive investment management firm committed to providing a more comprehensive wealth management service under the Barclays Wealth umbrella brand.