Owners Advisory by Macquarie

Owners Advisory by Macquarie is a roboadvisor service for DIY and SMSF investors. The subscription gives members access to Macquarie's insights and advice alongside enhanced portfolio management and in-depth market reports, designed to give investors the confidence to make their own informed investment decisions.

The previous marketing investment had been showing disappointing ROI. The brief was direct: drive net new relevant leads to the Owners Advisory site, educate the market on roboadvisor technology, and raise brand awareness against an emerging category.

The program ran traditional media in concert with performance digital, with creative and media planning unified under a single team. The combination achieved ongoing month-over-month improvement in both reach and engaged sessions.

Performance digital carried the high-intent capture, with search, social and display campaigns targeting DIY and SMSF investors. Traditional media reinforced upper-funnel awareness for the roboadvisor category itself, on the premise that buyer education was the precondition to acquisition for an emerging product type. Every month's performance fed back into the next month's mix.

In the kickoff month, the site recorded 4,453 monthly sessions and 2,098 monthly users. Within two months, monthly sessions had peaked at 9,703 with 5,790 users, a 2.18× session lift and a 2.76× user lift on the kickoff baseline.

By month four, the site held 8,726 sessions and 4,798 users, nearly doubling the kickoff baseline against a previous marketing investment that had been delivering disappointing ROI before the engagement began.

For an emerging product category where buyer education is the precondition to acquisition, doubled site traffic at month four meant the awareness layer was compounding into engaged sessions at a defensible rate.