One downfall of this service is, however, the sheer volume of videos it holds, overwhelming
the users and making it virtually impossible to filter out the most relevant content. This
downside makes other qualities YouTube a hard sell in some of the industries – for example
the financial industry where compliance of content and expertise of the content creator is of
the utmost importance.
But we believe that a service like YouTube is exactly what the industry needs – it just has to
be YouTube tailored for finance.
1. The CATALYST for asset management distribution
With the rise of companies such as Robinhood which allow investors direct access to trading,
the number of people who make their own investment decisions has been growing. But if access
to investment opportunities is opened, it has to go hand in hand with the democratization of
access to investment information.
But the way in which the information is provided for investors needs to update as well. Our
vision is the digitalization of distributed content – to put it simply, we want to propel the
financial industry, traditionally overly reliant on physical meetings and endless written reports
(only two percent of which are actually being read!), into the digital, media–savvy, and above
all else, the video age.
To compare the vision once again with YouTube, we want to become the dominant holder of
compliant financial content – but also cutting through the noise of irrelevant content and
distributing the “crème de la crème” through platforms directly to investors on a global scale
before launching our very own Coherra platform.
2. The CALL for disruption
Why is a service such as this needed? There is a gap in the market that we are ready to fill.
There is a need for a tool that gives access to already aggregated and sorted compliant financial
content which will not only make financial information more accessible to investors but will
bring entire networks of investors closer to the asset manager.
Our pioneer program – innovative asset managers ahead of the curve who see the need for
transformation to video – shows us that financial experts are ready to communicate through
But while content is king, we need to make sure that the throne becomes it and helps it shine.
Asset managers create videos to communicate their value proposition, introduce their niche, or present their unique research that establishes them as thought leaders. The output is valuable
– so why hide it away on their own websites, LinkedIn feeds, or YouTube
Proactive communication strategy brings more engagement – we want asset
managers to go ahead and reach out to investors with their videos, not passively wait to be
If fund managers entrust their content to Coherra, they will no longer only share the content
with their own network – people, in theory, already familiar with what they have to say. They
will be able to reach entirely new audiences whose preferences and interests their videos fit
3. The CURRENT trends
Benefits aside, is there currently a demand for this service? The megatrends answer with a
The demand for the video format itself is visible in the exponential growth of users of TikTok,
the video–based social app which still attracted users despite trade controversies. This has also
translated into the demand for financial video content as RealVision, our partner and content
producer of financial research videos, can boast a significant increase in their subscriber base.
While the affinity for video is not associated only with younger generations, it is perhaps
understandable that this change in demand comes on the back of the upcoming generational
change. Millennials are anticipated to make up 75% of the workforce in only four short years.
With the associated wealth transfer of a staggering $15 tln, it is no wonder that the next
generation of investors is the one to have your eyes on.
But who do the millennials have their eyes on? Peers and influencers. And while it is financial
experts who are sharing their advice, with communication strategy, they should look into the
direction of media darlings and influencers. If they do, the results can be astounding.
Just ask Eric Strand, a Swedish asset manager and one of our pioneers – an extremely proactive
media and communication strategy of appearing on TV, podcasts, or participating in webinars
allowed him to raise $100 ml in less than a year from over 15 thousand retail investors. Without
a single meeting.
Or take a look at TIN Fonder – a young Swedish company with a team determined to be the
most digital asset managers. Founded by Carl Armfelt and Erik Sprinchorn in 2019, it has
already raised $1,5 bln from 125 thousand investors in Sweden alone. How? Through the power
of content distribution and an incredibly innovative communication strategy. The company
invests, among other things, in new technology and esports – so the asset managers streamed
themselves while playing video games and discussing news in the industry.
As with every trend, it is much more beneficial to be the trendsetter rather than the follower.
The importance of catching on to the market development early shows especially at the end of
a year like this. The whole world – and even the usually conservative financial industry – had
to bend to the will of Covid–19 and go digital. Asset managers needed to diversify their
communication strategy overnight and adapt to conference calls, webinars, and connecting over
social media rather than over a cup of coffee and a handshake in a conference room.
We, on the other hand, were not caught by surprise. By already adhering to the trends of
tomorrow, we were ready from day one – ready to lead in the digital game.
4. The CIRCLE of demand
And we are confident others will follow us on the video and digital path – both asset managers
and investors in a circle of demand – as the industry continues to transform.
The more asset managers create video content and distribute it via Coherra, the more investors
will be interested in browsing through the catalog. The bigger and more diverse the pool of
investors that can be reached with the content becomes, the more fund managers will be likely
to produce and distribute content through Coherra. The more fund managers… And so it goes.
Network effects will help us grow.
5. The CONNECTIONS above all else
Our vision of transforming the communication of asset managers and digitalizing distribution
of content then automatically has an inherent social layer.
In a series “Social Strikes Back” by Andreessen Horowitz, an article from D’Arcy Coolican
establishes the concept of a “social+” product that built an integrated social experience within
itself. The author says the financial industry is a plane of opportunity yet untouched by
The network and community we want to create between investors and fund managers will
be proprietary – not directly replicated on any other platform.
Engaging with other users on the platform will be crucial for us. If investors are unable to
start a dialogue with the fund managers that catch their eye, what point is then there to reach
out to investors?
In the ultimate realization of our vision, we do not simply want a passive – well–informed, but
passive – audience. We want to make people connect.
We aim to be social+.
We will not be making the financial transactions; Coherra is not that kind of a platform. Our
transaction level directly overlaps with the social layer – providing unrivaled access to
compliant and trustworthy information and increasing engagement.
We, quite simply, want to be the reason why: why investors will put their money into that
particular fund, why they place their trust with that particular fund manager.
Why connections happen.