In an era of commodified investment solutions, client engagement has become a critically important element of wealth management. To enhance and differentiate their services, wealth management firms are striving to enrich client communications in order to more clearly and transparently explain their value proposition and process. For their part, better informed clients are demanding more insight and more opportunities for productive interactivity with their managers.
With this backdrop, we would like to direct attention to a communications tool that we think effectively educates and engages clients in the process of investing. The tool, End Game, was created by CIO Wealth Management Research, the global research unit at UBS. End Game, is an interactive online “experience” where players assume the role of an all commanding leader of a major country controlling monetary, fiscal and foreign policy. Players are presented with problems and policy options. Their decisions regarding these options lead to specific consequences for the economic conditions in their country.
We believe the game “works” due to the following:
1.While the graphics are uninspiring, the game is engaging. It involves the client in the decision-making process and reminds them that decisions have consequences
2.Understanding the issues presented in the game as policy options and the tradeoffs of each decision set deepens the player’s insight into the thought process and analytics of UBS and its approach to mapping out a financial course of action for its clients
3.The game educates clients about circumstances that impact their wealth. In doing so, it reinforces the need for support from a firm like UBS in providing the information and insight necessary to effectively manage those circumstances
Ultimately, the game bonds UBS with its clients through interactive sharing of the intellectual process of wealth management.
We expect that thoughtful and creative tools like End Game that enhance client engagement will be increasingly important in attracting and retaining wealth management clients in today’s competitive wealth management marketplace.