Engagement climbs 65% through psychographic targeting
An international asset management firm cut wasted ad spend and lifted mid-funnel engagement by matching ETF messaging to how investors were feeling in the moment.
- Client sector
- Asset management
- Solution
- Performance marketing
- Region
- United States
- Key results
- $40 cost per quality entrance39% rise in time on page
Reaching investors efficiently at scale
A global asset manager wanted to promote ETF products to a broad U.S. retail investor audience with a wide range of financial knowledge. Given that scale, the client needed to avoid wasted ad spend while improving mid-funnel engagement.
Research had already identified two investor personas suited to the products, so the challenge was reaching them in receptive environments, with messaging that resonated, at a moment that mattered. Standard demographic targeting risked treating every investor in a persona the same way, regardless of how they actually felt about the market day to day. Psychographic targeting offered a way past that gap.
Real-time psychographic targeting with Alphix Solutions
Alphix Solutions, Fundamental's marketing technology arm, built a campaign around psychographic targeting that tracks how each persona feels about the market in real time.
Built psychographic profiles for a younger, analytical investor and an older, stability-focused investor using 15 distinct data points each.
Ran Alphix Psychographix, Alphix's real-time sentiment-mapping tool, across thousands of daily news articles to match live topics to each persona's mindset.
Added a test-and-learn track that combined psychographic enrichment, real-time market analysis and behavioural triggers to keep targeting responsive as sentiment shifted.
Produced multiple AI-generated message variations for each ETF product, topic and persona combination inside a single dynamic creative shell.
Split 30 line items across advanced contextual and ZIP-code targeting, each built around detailed persona and topic phrases such as retiree dividend searches.
Stronger engagement and smarter spend
The psychographic-led approach translated directly into more efficient spend, deeper investor engagement and sharper insight into how each persona was actually responding to the market.
Engagement improved 65% against benchmark within the campaign's first month, as messaging adapted in real time to shifting investor sentiment across all three ETF products on offer.
Cost per quality entrance held at $40 throughout the campaign, showing that sharper, sentiment-led targeting cut wasted spend without limiting the volume of investor engagement generated.
Time on page rose 39% on average across all three ETF products, showing that persona-matched, sentiment-aware messaging held investor attention for longer once they arrived.
Dynamic creative updates required no additional production spend, freeing more budget for media, while the campaign's contextual data revealed real investor sentiment now shaping future remarketing and targeting decisions.
The campaign shows how psychographic targeting let a broad retail investor audience be reached efficiently, delivering the mid-funnel engagement gains the client needed without the wasted spend a purely demographic approach would have carried.
Want ETF messaging that matches how investors actually feel?
Find out more about Fundamental Group's psychographic targeting and programmatic media solutions, or get in touch to discuss your own campaign.
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