Situation:

Despite having a clear advantage and an impressive client list, the leadership team at Chevy Chase Trust were burying the lead when it came to communicating their unique value to prospects. As a result, the firm came across as just another investment manager offering the usual services.

Solution:

Position Chevy Chase Trust as pioneers in the innovative concept of “thematic investing.” Rather than forcing clients into conventional tactics linked to performance indices, the independent minds at Chevy Chase Trust create individualized plans that pursue the real potential in each portfolio.

Outcomes:

For over a decade, Chevy Chase Trust’s positioning, messaging, and copy have gone virtually unchanged—even with multiple updates to the website and other materials. As the business grows, the firm continues to raise the minimum investment requirement for new prospects.