FMeX - Financial Media Exchange

FMeX (Financial Media Exchange) is a web-based application developed by RSW Advertising. This sales enablement platform helps brands manage the entire content marketing process.

The stakeholders of Financial Media Exchange (FMeX) had a vision and a business plan. The FMeX platform would help Financial Advisors manage their entire content marketing process on the FMeX platform. Being able to manage content creation, distribution and measurement on one platform, it makes the Advisor’s marketing and lead generation quick and easy: Ultimately generating more valuable communication with clients and leads, and growing their revenue stream.

Creative Direction
Michael Marandola

Web Development
Stephen Vicino

For FMeX, John designed their product website, which gives potential clients a chance to explore the application, pricing structures and even attend demonstration webinars, a crucial medium for converting potential consumers. Additionally, John designed email templates, sell sheets, and trade show banners, keeping consistent with the FMeX Brand.

The research phase of the product development was outlined in the business plan. The stakeholders knew the market they were looking for, the target number of users to convert to make the product cost break-even and projections for profitability.

The team started with a standard user persona for the base profile, which RSW called the advisor profile. The team researched a variety of products, setup trials, and performed dozens of A/B tests. Analyzed reviews on these products, asked users of these products what worked, and what were the pitfalls of these products. The main takeaway from the research and analysis was that these advisors were looking to be able to share curated content easily across multiple channels (social media, email, print and their own website).

John was involved in the application’s UI design, most notably on the Editorial Highlights, Social Media, and User Profile pages. Motivated by creating a user-centric experience, John designed the interface based on user-personas developed by the team.

Brand new to the market, FMeX was focused on breaking into the financial technologies scene with a bang. John was responsible for designing custom marketing emails, social media campaigns, trade-show banners, and a plethora of other marketing deliverables for FMeX.

The Marketing efforts to promote the FMeX application have done a tremendous job in building awareness in the Financial Tech Industry and with Financial Advisors. FMeX has gained many content and technology partners such as Redtail Technology and Morningstar, as well as channel partners in the industry such as XY Planning Network, BNY Mellon and Fidelity to name a few.

Since the soft launch of the product and marketing campaign for Financial Media Exchange in late September 2015, the team generated a great amount of interest and traffic through digital, print and social media marketing. Over 50,000 unique sessions and 80,000 page views from soft launch through October of 2017. We also on boarded thousands of clients through the same time period.