In the first article of this series, we set out why strong investment expertise in Swiss banks so often fails to land where it could generate investment opportunities. In this second article, we turn that logic around: instead of a research report looking for its audience, the client's situation now decides what is communicated, and when.
Zugang zur deutschen Version hier.
We define a client moment as a specific trigger that makes investment communication relevant to a client's particular situation. It might be a market event, a movement in the portfolio, or a signal from the client's digital interaction with the bank. When these moments are identified systematically, investment content can be activated in the right context and put to productive use in the client relationship.
To make this shift scalable, we introduce two new capabilities: Content Intelligence and Client Intelligence.
Content Intelligence creates a comprehensive, consistent understanding of a bank's existing content inventory. Each item, whether a CIO commentary, an equity update or an investment idea, is classified automatically: by topic, asset class, market relevance, timeliness and context of use.
Client Intelligence, by contrast, consolidates information into a single, integrated view of the client relationship. This draws on portfolio data, investment objectives, risk profiles, preferences, past interactions and observed interests.
Once both are in place, AI-supported agents and predefined rules bring the two capabilities together in real time. They read the context, weigh the relevant factors, both technical and regulatory, and determine which content will work best in any given client moment.
For relationship managers, the gain is sharper prioritisation. They can see why a topic matters to a particular client, how best to frame it, and what makes it worth a conversation.
At the same time, investment communication becomes effective even where there is no personal advice. In execution-only business, relevant information can be delivered straight through the app, e-banking or email. Clients receive not simply more information, but guidance tailored to their portfolio, their interests and their current investment context.
Personalised investment communication builds on existing campaign logic rather than replacing it. Planned content, such as house views and strategic themes, still follows the publication calendar. What is new is that the individual client's situation now feeds into the picture as well.
In our view, segmenting content or personalising subject lines does not go far enough. The real shift goes deeper: banks need to know what content they hold, which client situations it speaks to, and how to turn it into the right prompt, whether in an advisory conversation or in direct contact with the client.
This is where the Oepfelbaum approach comes in. In our whitepaper "Moving beyond spray and pray", we show how Content Intelligence, Client Intelligence, rules and AI can work together within an existing banking platform, so that investment expertise is not merely published, but activated at the right moment in the client relationship.
Sara Uhlig
Value Stream Lead Content Intelligence
Katharina Madreiter
Junior Consultant Content Intelligence
