SUMMARY
At the end of 2016, Bolero, the online investment platform of KBC Securities, ranked 4th in the online investing market. The brand had to lead competitors such as Binck, Keytrade and Deutsche bank in a market dominated by promotional communication and where the negative sentiment around large banks is fed.
In addition, it is expected that the introduction of MiFID II at the start of 2018 will shake the cards firmly. These new regulations to protect investors will ensure transparency of the pricing, and will give rise to a shift from (pricey) face-to-face advice investing to online investing.
Because of the struggle around the investor that is becoming more and more aggressive and the changing regulations, it was essential to put ourselves in pole position in one year so that we were prepared for any market shifts. Bolero therefore had the ambitious goal of fully aiming for market leadership in the Flemish home market in 2017. To achieve this, without risk of exceeding the budget, we had to install and claim a completely new discourse against the flow. This by looking beyond the traditional investor. We therefore wanted to create the category of the future for the investor of the future. A major challenge.
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