Merrill Lynch

Following the acquisition of Merrill Lynch, there was an opportunity to cross-sell Bank of America banking products to investment clients. However, given the volatility of the financial market at the time, there was little confidence in Wall Street and even less trust for financial institutions. Working with our product partners, we developed a strategy to help restore client trust in the company and more importantly in the relationship with their Financial Advisor. The strategy consisted of producing a short, friendly and engaging video demonstrating the benefits of bundling banking and investment products that could be used in conjunction with a conversation with a client. The product team met with Financial Advisors to provide details of the program, the benefits as well as a script to help guide them through the conversation. Financial Advisors provided feedback that the video was a helpful and easy way to begin conversations to tell the story of the benefits of bundling banking and investments.