IPP Financial Advisers Pte Ltd. (IPPFA), established in 1983, is Singapore’s first comprehensive financial planning firm, offering services such as retirement planning, legacy planning, and global investment solutions. With around 321 financial advisers and 155 staff members, IPPFA is committed to providing high-quality financial advisory services. As the demand for wealth management continues to grow among China’s high-net-worth individuals (HNWIs) and middle-class families, IPPFA has recognized the vast potential of this emerging market. The company has proactively positioned itself as a global wealth management brand in China while also increasing brand awareness within the Chinese community living, working, and studying in Singapore.
- Why Choose the Chinese Market?
China’s wealth management market is experiencing rapid growth. Morgan Stanley estimates that over $16 trillion will flow into the sector in the coming years. Over the past two to three decades, household wealth in China has surged, with household financial assets expected to exceed RMB 424 trillion by 2030, and approximately RMB 170 trillion of that available for wealth management institutions. This presents a significant opportunity for IPPFA to expand into the region and meet the diverse needs of both domestic and cross-border wealth management clients.
- Project Goals
- IPPFA’s China Strategy Brand and Marketing Development project aims to achieve the following:
- Position IPPFA as a global wealth management brand in China, catering to both domestic and cross-border wealth management needs.
- Conduct a SWOT analysis, competitor analysis, and market analysis to identify opportunities and challenges.
- Develop a brand strategy, including identity, positioning, and brand role, with a focus on the Chinese market.
- Formulate a brand activation and marketing implementation strategy to raise brand awareness within the Chinese community in Singapore.
- Market Positioning and Cultural Understanding
The wealth management market in China differs significantly from that in Singapore. Chinese investors tend to prioritize wealth security and long-term preservation. Drawing on IPPFA’s success in Singapore, combined with Four Media Global’s in-depth research, we developed a targeted strategy based on the consumption behavior, preferences, and expectations of China’s HNWIs and middle-class families. This not only helped IPPFA successfully position itself in the Chinese market but also increased brand recognition within the Chinese community in Singapore.
- Brand Identity and Strategic Development
Based on Four Media Global’s market analysis, IPPFA’s brand strategy revolves around “trust, reliability, and global expertise.” The core positioning emphasizes being a long-term partner for wealth preservation and growth, offering global investment opportunities while helping clients protect and transfer family wealth. The brand image, highlighting stability, security, and long-term wealth planning, precisely aligns with the core values of China’s high-net-worth population.
Four Media Global tailored IPPFA’s brand image to the Chinese market, helping the company attract Chinese HNWIs and middle-class families seeking global wealth management solutions.
- Brand Activation and Marketing Implementation Strategy
Four Media Global developed a digital-first brand activation strategy to enhance IPPFA’s influence in both the Chinese market and among the Chinese community in Singapore. In particular, our Xiaohongshu (Little Red Book) promotion strategy played a crucial role:
Xiaohongshu Promotion Strategy
As one of the leading social platforms, Xiaohongshu wields strong influence among China’s high-net-worth individuals and younger middle-class. Through Xiaohongshu, we helped build IPPFA’s brand awareness, implemented highly interactive content marketing, and leveraged the platform’s user-generated content (UGC) advantage to combine financial knowledge dissemination with brand storytelling, fostering trust in the brand.
- Financial Adviser Interview Videos
We planned and produced a series of interview videos featuring IPPFA’s experienced financial advisers, sharing real-life case studies and financial planning expertise. These videos not only showcased IPPFA’s professional capabilities but also attracted potential clients through authentic storytelling.
- Financial Knowledge Dissemination
To increase engagement, Four Media Global also launched several financial knowledge campaigns on Xiaohongshu. The content covered topics such as cross-border wealth management, retirement planning, legacy preservation, and international investment opportunities, presenting complex financial concepts in easy-to-understand articles and short videos. Each piece of educational content invited users to engage in discussion in the comment sections, enhancing both brand exposure and influence.
- Platform Interaction
We hosted regular financial Q&A sessions, directly addressing user questions about wealth management on Xiaohongshu, building a stronger sense of trust between financial advisers and potential clients. These sessions have been highly effective in boosting engagement and brand interaction.
- Marketing Campaigns and Partnerships
Four Media Global designed integrated online and offline marketing campaigns, particularly tailoring them to the Chinese clientele in Singapore. We organized a series of webinars focused on cross-border wealth management, retirement planning, and legacy preservation. These campaigns generated numerous leads for IPPFA and reinforced its image as an expert in the wealth management field.
By collaborating with local B2B channels, IPPFA also strengthened its brand recognition within Singapore’s Chinese community. These partnerships opened doors to a larger client base, particularly among potential customers interested in financial, investment, and wealth management services.
- Next Steps
Brand Activation and Marketing Implementation Strategy
Four Media Global will continue to drive brand activation through innovative marketing initiatives, further enhancing IPPFA’s brand recognition within the Chinese community living, working, and studying in Singapore. Specific measures include:
- Brand Storytelling
Sharing IPPFA’s success stories and global wealth management advantages through new media platforms, with a particular focus on the Chinese clientele in Singapore.
- Targeted Social Media Advertising
Implementing a precision-targeted advertising strategy to expand IPPFA’s influence among Chinese customers living, working, and studying in Singapore.
- Offline Events
Organizing in-person events such as wealth management salons and personal financial planning workshops to build stronger client trust.
- Enhanced Interaction
Regular updates and interactive Q&A sessions to answer questions about cross-border wealth management, strengthening the brand’s engagement with the Chinese community.