Lumiant

Lumiant, a new platform enhancing the financial advisor experience, aimed to launch a new category within the advice tech market: "advice engagement." The core requirement was to promote and position this new category as a "must-have" for advice firms, establishing Lumiant as the leader in this space.

The financial advice market lacked a dedicated solution for deeply engaging clients beyond traditional financial planning, with existing tech stacks not fully addressing the advice experience that defines a client's best life. There was an unmet need for a platform that augmented the advisor's tech stack to truly engage and empower clients.

Lumiant employed a multi-faceted strategy focused on educating the market about the new category while simultaneously building brand awareness and capturing demand. This involved conducting brand workshops to define precise market segmentation, targeting, and positioning. Subsequently, the brand and messaging were refined to appeal to independent financial advisors (small to medium IFA & RIAs in AU and US), encompassing a website refresh, updated brand guidelines, and optimized go-to-market strategies. To further market education, Lumiant launched a podcast series, an Academy, and established complimentary partnerships.

Lumiant's strategic positioning and category creation efforts have yielded significant results. To date, the company has successfully raised US$9M in funding and secured two enterprise customers: Savant Wealth Management (US) and Invest Blue (AU). More than 100 advisors are now leveraging the platform to empower almost 60,000 clients. Marketing activities consistently produce an average of 15 Marketing Qualified Leads (MQLs) per month, with an impressive average lead-to-sale conversion rate of 16%.