Case Study – Allfunds
Allfunds is the world’s leading funds marketplace and wealth-tech business, with assets under management running into trillions. With fund houses and distributors across the world, using the Allfunds platform to conduct business.
Acquired by a leading Private Equity business, Hellman and Friedman, the organisation was tasked with growing financial performance and valuation multiple.
A central element of the organisation’s transformational growth strategy was an ambition to augment its core transactional model with a ‘membership model’.
In this new experience, fund managers and distributors would be able to subscribe to bundles of value-added services, with clear and simple pricing. The new service would allow Allfunds to monetise its catalogue of consulting and digital services, which to date, had largely been provided free of charge. In turn, this would generate a secondary revenue model for performance growth, and accelerate digital transformation.
Digital Works Group, with strong expertise subscription management, was selected to create the proposition strategy, proposition experience, bundling structure and pricing, go-to-market transformational roadmap and investment case.
In addition, we were tasked with defining, delivering and supporting (as interim resources) the creation of a ‘product function’, a ‘marketing function’ and a new agile and responsive creation and delivery process.
Critical to the success of the project was a clear, compelling and ‘value’ customer experience definition, to enable successful acquisition and growth and protect against churn of the existing customer base. A customer-base which had largely received the ‘value-added’ for free.
Using appropriate strategic rules and insights, the experience was formed and then conceptually tested within the organisation’s sales teams and a select set of customers. This established the new proposition, pricing structure, and membership business rules to enable the right experience for the customer and the business.
In parallel, we identified the changes needed within the Allfunds go-to-market, operations, technology and organisation. These were augmented with the planned customer-facing delivery approach, to produce the transformational roadmap and investment plan. With significant stakeholder management conducted to educate, elicit feedback and attain buy-in.
Supporting this core work, was the creation of a new product and marketing function within Allfunds. Critical elements to help control the delivery of the new proposition and produce the enhanced digitisation of the organisation. Organisation, creation processes, and appropriate tools were deployed to deliver this.
- A clear proposition, strategic plan, transformational roadmap, and investment case was delivered over six months. With digital enablement built in as appropriate
- A new product and marketing function, supported by a new delivery process across the organisation to speed delivery and agility, while protecting compliance, was delivered in parallel
- Allfunds launched the new ‘Connect’ service, fully accessible via a digital experience, in late 2019 which was a significant commercial success – 45% growth in revenues to £20mn in 2021. A growth of 32% in monthly users and recognition of the solution’s ability to enhance customer engagement of the overall Allfunds offering. Contributing to Allfunds cementing its status as the world largest wealth-tech business.
