Investing your money well: it makes sense for everyone, but it isn't much fun. Handing the whole thing over to a digital wealth manager: that's a great alternative – one that far too many people simply aren't aware of yet. Our Chief Marketing Officer Marco Otten explains how he and his team want to change that.
The dream of quick money on the one hand, the fear of loss on the other: investing in stocks is a tricky subject in Germany. Why is that, really?
Because stock markets here are still bound up with so many clichés. Stories of dream returns, of a paradise for gamblers, of wild swings in prices. The media give it plenty of attention. But that puts most people off – and quite rightly so, because a lot of money has already been burned on risky bets.
If I look at myself for a moment: I'm 36, I have a family, my third daughter has just been born. I don't want to gamble my money away. I did study business administration, but I'm no investment expert. That makes me exactly the kind of person we want to reach even better. What we want to tell people is: all this anxiety around investing is unnecessary. Here at quirion, plenty of smart people make sure you can invest your money wisely without needing much financial knowledge of your own. Most people simply don't know that yet.
How do you want to change that?
By telling people in a simple way how they can invest sensibly. Right now, for example, in a new marketing campaign. There we say things like: „Money lies in patience.“ And we don't cheekily rhyme it off to „O sole mio“ the way a competitor does. We don't bet on greed, but on good sense. I have to feel comfortable with how my money is invested, stay calm inside. That only works if you understand and you trust. It's a completely different mindset. That's what we want to show, and to convey a positive underlying feeling.
But isn't investing mainly about the money?
Let me put it this way: returns aren't everything, but returns are for everyone. Investing isn't an end in itself; it's about wishes and goals. I want to provide for my children, make dreams come true, have a good life in old age.
But investing money well is boring. Saving, picking the right ETFs and combining them – that's no fun. The fun only comes when I reach my goals. And I can reach them far better over the long term than with paltry savings-account interest, using our ETF mix, which follows a clear strategy and minimizes risk through diversification. Then the rule is: less risk, more fun!
Who is the campaign aimed at?
Investing is relevant to everyone. We're addressing smart people who recognize this but haven't quite dared to take the step so far. For them, a digital wealth manager is ideal. With us, you don't have to handle things yourself. The strategy behind our ETF portfolios comes from professionals, based on scientific findings that have earned Nobel Prizes in Economics – and it's still affordable.
You've been in charge of marketing at quirion and Quirin Privatbank since March. What path led you there?
I worked in advertising for many years, among others for well-known brands like BMW and Coca-Cola. After the birth of my first daughter came the switch: away from agency life, over to Scout24. There I was responsible for the brand strategy and branding of Immoscout24 and rolled out a Europe-wide rebranding of all the Scout24 brands. I felt very much at home doing that, but after five years I simply had the urge to do something new. On both a personal and a professional level, the team at quirion and Quirin Privatbank won me over from the very first conversation.
From flat-hunting to investing: was the change of subject a big leap?
The two topics do have something in common. Moving to a new home isn't exactly a pleasure either. But it's part of life – just like investing. Even if not everyone enjoys it, it's of the highest relevance.
I want to help even more people recognize that relevance and tackle the subject. The new campaign and a „refresh“ of the quirion website are steps in that direction. But of course there's more to come – for example, a brand-new app soon. We have a lot planned.
