Challenge

Wellesley Asset Management is an investment firm with a 30-year history and $3B in AUM, specializing in convertible bonds.

The problem is the convertible bond asset class does not fall into a traditional portfolio strategy. It acts like a chameleon, behaving like both a stock and a bond, offering the upside participation of equity and the downside protection of bonds. To make the role they play even more difficult, every brokerage categorizes them differently.

Solution

We needed to educate RIAs (and in turn their clients) on how convertible bonds work, what problem they solve, how to think about them in a portfolio, why they're unique, how they over-perform historically, and why Wellesley Asset Management is the right partner to work with.

We built a content series providing an introduction to the firm’s perspective on convertible bonds. In order prime investors interest on the product portfolio, we created marketing collateral explaining each investment vehicle - hedge funds, mutual funds, and SMAs.

Results

• Generated significant increases in RIA and  investor interests

• Improved sales outreach response rates

• Unified a complex portfolio of disparate products