As the former head of marketing for Vanguard’s international business, I did my fair share of traveling. I’m reminded of this as we march toward the launch of our reimagined digital experience, which is designed to deliver the future-state experiences that give you and your participants the best possible chance to succeed in the years and decades ahead. Working so closely with the development of this experience, I’ve come to realize there are a few things the financial journey has in common with other journeys:
It helps to speak the language.
Financial terminology is rarely easy to understand, and that communication barrier alone can derail even the most well-intentioned investors. That’s precisely why we’re leveling the playing field and revolutionizing the way we communicate by speaking in plain language everyone can understand.
We know how overwhelming personal finances can be and that many participants aren’t sure which questions are even the right ones to ask. By speaking in a language participants can more easily understand, we help them feel fluent in finance and help create the clarity and confidence they need to take the necessary steps toward improving long-term outcomes. From tone to delivery to guidance, it’s a whole new day in participant communication.
Great journeys open up new worlds.
We’re boldly taking our participants where other companies have yet to go—the industry’s first fully cloud-native platform. Our groundbreaking work with Infosys will power our next steps. Together, we will propel innovation and enhance the technologies underlying our participant web experience.
The powerful, flexible foundation will allow us to develop, test, and deliver new features at an unparalleled pace. This is critical because in today’s rapidly changing environment, the ability to pivot quickly is essential in driving new opportunities to serve, nudge, and support participants.
An expert guide is an invaluable asset.
An insider who can open your eyes to things you might have otherwise missed can turn a disorienting journey into a positive adventure, which is why our industry-leading guidance continues to sit at the heart of the new experience. Our investors already benefit from hyper-relevant support that’s proven to be three times more effective.* Building on this, we’re fully embracing the power of artificial intelligence (AI) and machine learning to develop deeper insights into plan design and enhance speed and personalization. For example, if a participant is researching debt management on the site, our hyper-personalized experience will prioritize their guidance and encourage them to pay down their debt before encouraging them to pay more into the plan. If another participant is already meeting the company match but is not using their health savings account to its full potential, their guidance will reflect that. All of this is done using language and imagery that resonates personally with each participant.
The intelligent behavior tracking and advanced analytics that continue to drive these nudges will be all the guidance many participants need. But for those sponsors who choose to offer advice in their plans, the opportunity to step into Vanguard’s accessible, holistic, and personal advice platform, either digitally or with an advisor, will be baked in to the experience as well.
Always have a reliable map.
Nobody likes to feel lost—not on a foreign trip and certainly not on their own personal financial journey. That is why our new experience marries the best of technology with human-centric design to ensure navigating the new site is simple from login to logout.
Further leveraging advanced AI and deep behavioral finance, our intuitive navigation will remember what actions participants most often engage in and customize the dashboard to reflect their personal interests. Each participant’s preferences will determine their personal experience. We’ve built an experience that adapts to each person’s unique nature. It’s more than personalization. It’s individualization.
The right travel partner can make all the difference.
At Vanguard, we stand for all investors—every person, from every background, at every stage of life. We’re built on an investor-owned** structure of integrity that leaves no room for hidden agendas. It’s one you and your participants can trust.
We believe in the power of partnership. While building this experience, we’ve collaborated with many of our plan sponsors to ensure we are understanding and solving the most pressing needs of both plans and participants. The results are genuinely game-changing.
This radically reimagined web experience will launch in 2021. It will be a powerful, forward-looking tool to help plan participants walk a successful path to financial well-being. And, we’re hoping, it will also make that journey a bon voyage.
Explore our new experience.
This is the first blog in a series of four.
Up next: Disrupting the retirement industry with a bold, innovative platform.
* Source: Vanguard, as of October 18, 2019. Industry average is a rolling four-quarter average from Epsilon Email Trends and Benchmarks report; Financial Services (General) Industry, marketing emails, as of December 31, 2018.
** Vanguard is client-owned. Client-owned means fund shareholders own the funds, which own Vanguard.
- All investing is subject to risk, including the possible loss of the money you invest.
- Advice services are provided by Vanguard Advisers, Inc., a registered investment advisor.