Design a trusted but fresh look for a Finance Education business

FinanceKnowHow

Make a Plan and Stick to It

•FinanceKnowHow.com is a start up company that provides education on personal finance to individuals who have limited to medium levels of knowledge of personal investing
•The target market is probably 20-40 slightly weighted towards females and slightly higher concentration around 25.
•The site offers educational videos on personal finance topics such as how to invest, how to set up monthly savings plans, how to clear consumer / credit card debt etc.
•The main idea is that everyone has the power to take charge of their financial destiny and become financially independent
•Specifically, the videos explain how low cost, index trackers or mutual fund investments are the corner stone of every portfolio and how one can construct a portfolio of various asset classes including shares, bonds, commodities and property suiting one’s needs and time horizon
•The attributes the brand must convey is trust and quality whilst doing so in a way that is not boring. We want to target people with an emotional hook around creating ‘financial independence’ for themselves. The target is individuals who most likely don’t have a portfolio yet and who have been putting off investing because they feel unsure they have the knowledge, they might be anxious they could lose their money, or they have been putting off investing in favour of spending their earnings now (rather than to save)
•The success of the business depends on users accepting the tutor as their personal mentor and they trust the messages and concepts being taught by him. The audience should feel like they are being spoken to individually
•A good branding example is https://www.moneyfarm.com/uk/. https://www.nutmeg.com is okay but feels too playful / cartoonish. https://www.fidelity.co.uk is good but I am after something slightly younger. https://www.cmcmarkets.com is good but slightly too masculine.