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    • It's possible to identify what separates one proposition from another. Examples for automated investment propositions could include their investment strategy, super low costs or unique method of gamifying risk profiling. At their core, these propositions are generally offering the same end to end service. Are these differentiators providing enough added value to the end customer to retain them over the longer term? The increasing ease of cashing out or transferring away is making it even harder to stop existing users from being enticed to another (newer exciting) proposition before the end of the investment term.  What do you think are the key elements that will encourage customers to stay the course with a single proposition?