- MEDIA: Full Page Print Ad: Barron’s Magazine
- DATE: 2013
In 2006, Big Honkin’ Ideas Advertising was reunited with the team it had helped build a $14 billion enterprise with: Telebank/E*TRADE Bank.
Our strategy become clear early. Rather than say “Under New Management,” BHI recommended using the new product’s $240-a-year flat-fee (versus industry average fees of $3,100) to rebrand the company. “Flat is beautiful” became the signature line, battle cry and differentiator.
Another key decision. We targeted the inventive new VA to Registered Independent Advisors and fee-only advisors, a distribution channel predisposed to keeping financial costs down for their high net worth clients.
Jeff Nat’s new value proposition and value-driven advisors were Kismet. Advisors gained an affordable, tax-deferred investment solution while JeffNat gained a built-in, enthusiastic sales force.
To date, with BHI as its advertising partner, JeffNat has accumulated $3 billion+ in assets under management, saved investors over $88 million in fees and attracted over 2,000 independent advisors into the fold.