By interrogating every client-facing team in the business, we helped BNP Paribas Asset Management identify a range of client personas across both their institutional and wholesale markets.

Each persona brings to life the priorities and concerns of each type of client and documents how the business meets their needs in terms of investment strategies and services.

The result is a living breathing resource that maps business solutions to client needs. It’s an ideal reference for the marketing teams and helps everyone in the business recognise the value they bring to building client relationships.

The Exeter

The modern mutual problem.


The behind-the-times problem.