Over the last several months we have been publishing a lot of content around our life-cycle investment campaigns. Starting with if everyone should even invest at all, we launched our student campaign, investment gap campaign and the lastly our double your AUM campaign. In between this we talked about how we use data to help personalise your experience and published where we canadd value as an online discretionary manager.
The aim of all of this has been simple and ties in with the core mission of ETFmatic. How can we democratise investing across Europe? High management fees have usually been the standard since the industry started. However, fees are not the only barrier to entry. Many investments have been made extremely complex due to financial engineering. Often bankers have kept ordinary investors at bay by making out what they do to seem complex, esoteric and only to be understood by a few men in expensive suits.
Our mission has been to not only bring down fees but provide an investment service that is simple and transparent. It is with this in mind that children under the age of 18 have zero investment management fees with us. It is with this in mind that we launched our investment gap campaign. It is with this in mind that we drive a lot of our product development and improvement on based conversations with our clients.
What gets measured gets improved.
A question our existing and potential clients should ask and judge us on is how we are succeeding in our mission. We track a variety of measurements but below are just three measures that we find incredibly encouraging:
The chart above indicated the percentage of men and women that visit our website and shows a continued improvement in a more balanced and equitable demographic split.
This shows the average age of our users which currently stand at 34 years. This number excludes our child account, which would average the number lower further. Interestingly Spain, Portugal and Ireland, countries that have been hit hardest by banking crises, have the highest number of children accounts from all the countries we service. We find that incredibly exciting given we believe that these investors are eschewing the incumbent financial system in order to provide for the next generation.
We find it incredibly exciting that investors are eschewing the incumbent financial system.
We recognise that we have only just started and had much work to do to improve our product and offering to all investors across Europe. The demographic split of our users are by no means equitable and opening a zero investment management fee account for your child should be far more adopted across many more countries. Rest assured we are doing everything we can continue to improve and offer you a better investment product.
The current campaign is focused on existing customers, we are offering 6 months free of management fees (0.3-0.5%) for those that double the amounts they have contributed to their accounts before the end of the month. If you are interested to learn more, you can open a free simulation account or download our iPhone and Android Apps to experience our approach.