Invesco launches behavioural intelligence tool for wealth platforms

Invesco has launched its behavioural intelligence platform technology, Personalised Investor Engine (PIE), which has been designed to support banks and wealth platforms with turning more savers into long-term investors.

While consumers have shown a strong interest in investing, trillions of pounds remain in cash, which Invesco said represented one of the largest untapped customer activation opportunities in wealth management.

PIE aims to address this, with recent research from Invesco showing that interest was not the barrier to investing, it was knowing when, how, and why to act.

Invesco argued that, by focusing on fixing the experience layer, its behavioural intelligence tool was designed to overcome these barriers.

“Over the last decade, the industry has made investing more accessible than ever,” commented Invesco head of digital distribution EMEA, Sonia Bainbridge.

“Yet despite an estimated €10trn remaining in cash across Europe, millions of consumers who express an interest in investing still do not take the next step. Our research suggests the challenge is no longer access, it's activation.”

Bainbridge added that fear of loss, low confidence, and uncertainty around making the correct decision continued to prevent many people from turning intent into action.

“PIE enables financial institutions to identify what's holding individual customers back and personalise the moments that matter most,” she continued.

“By making investing feel more relevant, manageable and actionable, we can help more savers become confident, long-term investors.”

Financial institutions are able to integrate PIE into their existing customer journeys and support any asset class or product.

Instead of replacing a platform’s proposition, the tool helps institutions understand what is preventing individual customers from taking action and personalises key moments in the journey accordingly.

It works in three stages, aiming to turn intent into action: behavioural profiling and user segmentation; personalisation of key decision points; and integrating into existing journeys.

PIE was informed by an Invesco research study, which found that external trust in institutions and internal self-confidence were barriers requiring different interventions, and that rising cash balances tended to deepen fear of loss rather than easing it.

“The future of investing will be shaped by experiences that are personalised, intelligent and delivered in the moment,” said Invesco head of EMEA, Oliver Bilal.

“Consumers increasingly expect the same relevance from financial services that they receive from other digital experiences, yet many investment journeys remain largely unchanged.

“PIE represents an important step towards a more personalised model of investing, enabling financial institutions to use behavioural intelligence to better support customers and help more people participate in long-term wealth creation.”

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