Many companies in finance and wealth management invest in a flawless image: lake-view offices in downtown Lugano, tailored suits and details that convey professionalism and success. Yet, surprisingly, these same companies often neglect their online image.
"Clothes don't make the man", goes a proverb, but in the digital age, can we really afford to believe that anymore?"
Consider the meticulous details, often stereotypical, from cult movies: from Patrick Bateman's watermarked business card paper to Gordon Gekko's sartorial seating. Every element of the image is designed to convey a clear message: "I manage large amounts of money, and my image must reflect that responsibility to inspire trust."
Unfortunately, today a strong offline image is no longer sufficient and a well-crafted omnichannel communication strategy is the real business card. It is not about mere aesthetics. Every detail directly affects the customer experience. Unlike a well-tailored suit, in fact, digital platforms offer tools to improve processes, measure results, and reach customers in a targeted way.
Often, the focus is on offering top-notch services, taking care of internal processes, and being professional. However, if digital communication is not up to par, this dissonance can create a negative perception. Many professionals feel safe with an established clientele of people who have accumulated capital over time. But we must not forget about the clients of tomorrow, individuals who may not fit within the parameters of wealth management today, but who will be key players in the future. These generations speak digital, and that is where they need to be intercepted.
Further, if well leveraged, a curated digital image has extremely functional implications. A website is not only an elegant showcase, but also a tool that, if intelligently designed, can simplify internal processes, optimize communication with customers, and make services more effectively accessible.
Neglecting these aspects sends a clear signal of disinterest in the new generation of customers, which should instead be nurtured from the very beginning. The care of the processes, the rigor with which they are followed and the quality of the service offered must find a natural extension to the outside world, through effective and functional communication.
It is time for companies in the financial sector to review what "quality" and "image" truly mean." The "analogical" dimension, however refined, can no longer be the only parameter. Today, digital communication is the true extension of identity and the perfect opportunity to highlight your values.
Think about it, Gordon Gekko would never have underestimated the way he presented himself, because every detail counts. Similarly, neglecting digital communication is like showing up to a meeting with a wrinkled jacket. A clear sign of carelessness.
It is time to question yourself. Does your digital presence really reflect the quality of the services you offer? Does every detail of your website, your social media and your online channels not only convey the image you want, but also make it easier and more immediate to access your services?
After all, while a beautiful dress remains tied to aesthetics, digital can become your most powerful tool. Think about that the next time the tailor takes your measurements.
Article published on Ticino Management October 2024 - Eureka, Digital
