Message: Our partner on this project, Responsible Life, wanted to provide information to potential customers about what equity releases is and the many different reasons it might be the right choice for them. We created eight profiles, each representing a key use case that would lead people to choose the service.
Medium: We chose to use a familiar print guide format, which would be attractive and accessible for the audience, but could also be used as a convenient downloadable eBook, which would also.
Audience: The audience for equity release is typically over 55’s, often empty nesters, with a range of motivations, who are unfamiliar with the topic.
Marketing: The guide was written as an independent advice piece by experienced financial journalists and designed in an attractive and accessible style.