From Naming to Marketing:
Creating John Hancock Funds’ First App, iDiversify
UDiverisfy…WeDiversify…eDiversify…iDiversify.
For the organization’s first app, a 10-member committee selected the last option from a list that David created. Positioned to investors and their financial advisors as the “easy way to diversify with a click,” iDiversify educated and empowered people to take control of their financial lives with their advisors’ guidance.
Then, the marketing launch and first integrated communications campaign were written by David.
iDiversify was made available on the App Store and marketing campaigns were customized to preferred broker/dealers.
iDiversify received the attention of specialized and general media outlets, won multiple creative and technological awards and helped Funds reach their sales goals for two consecutive years.
After more than a decade, iDiversify continues to positively impact investors and their financial advisors.
