Personalized investment marketing strategies for multi-asset class portfolios: mapping risk profiles to product design in emerging markets – a case study from Bangladesh

Abstract

This study investigates the strategic marketing of multi-asset class equity investments in Bangladesh, with a particular focus on the integration of investor risk profiling into product design and promotional practices. During my internship at X-Angel Ltd,I tried to find 3 key research questions which are: what is going on in the multi-asset equity market, the utility of risk profiling in marketing and how to match investor preferences with suitable products. While trying to find out the answers,I went through the literature and got a glimpse of the industry.After going through this rigorous process I can clearly say that despite the multiasset products gaining traction, marketing in Bangladesh is just so generic that it is not properly utilizing the risk profiling.This big gap restricts the involvement of investors and efficiency of the financial investment market.Hence, I proposed data driven customer targeting, personalized communication and online communication to improve the alignment of product-design with the profile of investors. The findings contribute to both academic understanding and industry application in emerging financial markets in Bangladesh.