Corporate & Institutional Markets Projects

Corporate & Institutional Markets Projects

These projects focus on finding opportunities in corporate, institutional and commercial markets, including the financial advisor sector.


Client Experience Study – Institutional Asset Management [Big Five Bank]

We developed a set of questions to better understand the client experience of institutional clients, taking into account the mandates involved and larger issues in the market. Through a combination of personal and telephone interviews executed by experienced professionals, we set a baseline for gauging performance in years to come.

Strategy for Working Capital Management [Multi-country bank]

We worked with the senior management team of a major North American bank to create a strategy for integrating trade, cash management and FX into a coherent working capital management program. Acting as both advisor and facilitator, our work included identification of best practices, advising on client buying behaviour, competitive positioning, product integration, identification of appropriate strategies and oversight on strategy proposals. The scope of the work included domestic, Americas and international markets for both commercial and large corporate clients.

Talent Gaps in the Financial Services Marketplace [CoE]

The base of the study is an analysis of information on workforce size and characteristics in the Toronto CMA. This is combined with information on talent supply to identify emerging gaps in talent by sector. The study sets out a model of the financial services workforce, as well as strategies for developing more refined assessments of talent gaps.

Expenditures & Impact

Over the past ten years, we have monitored advertising and public relations expenditures for a major organization, while tracking their impact on consumer awareness and web visits. This study looked at the impact that expenditures have made over that time, both on a yearly basis and cumulatively. It includes an assessment of the strategies that have worked best.

Behavioral Segmentation of Investment Advisors [Canadian Mutual Fund Company]

Sophisticated analytical methods were used to identify the attitudes and behaviours that distinguish top investment advisors from their colleagues. The study was based on an amalgamation of several internal databases relating to thousands of advisors. Initial analysis was guided by suggestions from an executive brainstorming session and then advanced further as initial findings pointed to new directions. The study also identified the best methods for supporting top advisors, as well as information needed to identify “rising stars”.

Setting Service Standards for a Crown Corporation [EDC]

Thousands of pages have been written on what matters to trade clients but most is just a re-hash of well-known principles from industrial psychology. There is little proof of what aspects of service make the most difference to client loyalty and spending. In addition to interviewing benchmark competitors, our work reviewed existing research (including our own) to identify what changes client behaviour for better or worse. In cooperation with our client, we then developed a framework for comprehensive service standards for the very few things that really matter to clients. The standards are tested with clients for appropriateness and impact. A strategy for implementation is the final element of the project.

Future of the Public Sector in Canada [RBC-All; Manulife-Health only]

The study addressed several high level questions. How will the public sector build the capacity it needs? How does economic sustainability relate to the environment? What new types of integrated services will we see? How will the future by affected by urbanization, immigration and an aging population? These topics and more are addressed in this opinion leader study based on in-depth personal interviews with the most influential people shaping the future of the public sector, as nominated by their peers. Participants include deputy ministers, mayors, executives, association heads, think tank leaders, academics, and other selected experts. The study identifies how the public sector will develop over the next 5-10 years and why.


Commercial Fixed Income Market: Products & Positioning [Big Five Bank]

This study interviewed most of the major buyers of fixed income securities in the Canadian Commercial Market. The study looked at product popularity and growth trends, as well as client loyalty and relationships. Service quality was also assessed.

Competitive Intelligence on a Global Scale [Global Bank – EU HQ]

On behalf of a major global bank, The Brondesbury Group analyzed the competitive position of the top five trade banks in each of four global regions. The analysis focused on management structure, deployment of sales staff, handling of front and back office, product differentiation, and electronic delivery capabilities. It relied on sophisticated intelligence gathering from banks, internet and commercial databases. The competitive analysis presented to the bank’s vice-chairman was the basis for the bank’s global strategy for international business.

Global Competitive Analysis of the Credit Default Risk Market [EDC]

On behalf of an export credit agency, The Brondesbury Group looked at competition in the credit default risk market. This market has become increasingly complex and now includes export credit agencies, private insurers, investment banks and project finance units. Our analysis focused on identifying market opportunities, handling of front and back office, product differentiation, and electronic delivery capabilities. It relied on a mix of interviews with insurance/ECA competitors and senior trade bankers, as well as intelligence gathering from internet and commercial databases. The 30+ recommendations for responding to market changes help to position this ECA for the future.

Small Business Awareness & Needs [Public Sector]

The study assesses the small business practices and the resulting needs for a specific set of financially related government services. It also assesses awareness of these services, as well as identifying changes that would potentially make these services more useful when needed.

The Financial Services Sector Ecosystem in the Toronto Region [CoE]

Using a variety of primary and secondary information sources, we created a comprehensive model of the Financial Services Sector (FSS) in the Greater Toronto Area. This paper presents the model and explains the nature of each sector and some of the sub-sectors. This model will be used to assess gaps in the supply and demand for talent in the FSS.

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Opportunities in the Insurance Industry [CoE]

Opportunities for growth in both the Life and the P&C markets were assessed for the Toronto region with an assessment based on both market structure and dynamics. Ultimately, the study aimed to identify the types of talent needed to support specific types of market expansion.

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Impact of a Brand Campaign

Using awareness measures, we looked at the impact of successive advertising campaigns to raise awareness of an online brand in selected markets. Brand attributes were assessed, as well as competitive position.

Identifying International Banking Opportunities [Global bank – EU HQ]

Working with a major global bank to identify cross-border and international opportunities with their North American clients by identifying new sources of information and providing guidance on their use, as well as through specialized data analysis. Also provided scripts for sales to use when prospecting for these services that help them identify the best opportunities.

Tracking Market Position in the P&C Market [Zurich]

The international market for large corporate property & casualty insurance is both complex and competitive, but within Canada, cross-border business is highly concentrated. A leading global P&C insurer engaged us for the third time to assess and track their changing position in the market by speaking with a select group of consultants that dominate the business. The study pointed to continued improvement in our client’s position in the market, both in terms of market share and service quality.

Emerging Issues in Asian Trade [Global bank – EU HQ]

Used secondary research and contact with key informants to identify key issues in Asian trade and how they related to the product offerings of a global bank. This information was used to inform bankers, as well as providing the starting structure for a dialogue with the bank’s most valuable corporate clients in Asia.

Strategy for the Commercial Health Market [Big Five Bank]

Identifying profitable growth opportunities in the Canadian commercial healthcare market was the focus of this strategy study for a major Canadian bank. The work involved extensive use of secondary databases, as well as interviews with key informants. A future-oriented look that included changes in licensure and scope of practice formed part of the work.

Adding Value to Advisor Service [Mutual Fund]

In the mutual fund industry, efforts to stimulate growth and loyalty have often focused on providing added value to advisors. To gauge the impact of these efforts, we surveyed a targeted group of advisors and gathered their views on how effectively top fund companies provide service to advisors that adds value. Tracking information yields solid guidance to the effectiveness of the company’s efforts to attract advisor sales.

Appetite for Foreign Investment [MFC Global]

Discussions with half of all mid-sized Defined Benefit plans in Canada looked at current investment inside and outside of Canada, including investment in alternative asset classes. Looking to the future, the study assessed the likely changes in US and international investment over the next two years. Countries and regions with specific investment appeal were identified.


Working with Financial Advisors to Build Public Awareness [Public Sector]

This extensive survey of financial advisors aimed to understand how they interact with their clients, particularly with regard to discussions of risk. The study examined ways that this public sector organization could use to work with advisors to build public awareness of financial risks and how to manage them.

Helping Advisors to Help Top Clients [Mutual Fund]

Using methods akin to a therapeutic interview, a select group of top mutual fund clients were interviewed about their advisor relationships. The aim was learning what our client could do to help good advisors improve their sales and service. The in-depth personal discussions identified what key investors wanted from their advisors but didn’t get, as well as identifying the ‘secrets’ they were reluctant to share with their advisors. The selection of clients for the interview was based on an extensive analysis of unitholders and their buying patterns based on data drawn from several unitholder databases.


Upgrading the AMP Credential [CAAMP]

We worked with the Canadian Association of Accredited Mortgage Professionals (CAAMP) to upgrade their AMP designation for mortgage brokers. This involved updating course and exam contents, as well as changes to work experience requirements.

Talent Gaps in the Financial Services Marketplace [CoE]

The base of the study is an analysis of information on workforce size and characteristics in the Toronto CMA. This is combined with information on talent supply to identify emerging gaps in talent by sector. The study sets out a model of the financial services workforce, as well as strategies for developing more refined assessments of talent gaps.

Long-Term Issues Affecting Client-Advisor Relationships [CSI Research Foundation]

This is an assessment of the key long-term issues that affect the relationships between investment advisor, client, firm and regulator including suitability of advice, client communications, advisor qualifications and oversight. Using a combination of secondary research and interviews with business opinion leaders, we identify both the salient issues and the people/information most capable of helping to deal with the issues.

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