Managed by humans, not robots.


To launch a new online mutual fund brand, we decided to challenge the biggest trend in the category (robo-advising) head on. And plant a flag around the belief that mutual funds should be managed by experienced professionals, not robots. Because we learned on-line investors were a bit skeptical about turning over their money to algorithms alone.

“Being wildly outspent, this campaign uniquely highlights the human element to our investing in a category dominated by algorithms. It separated us from the pack.”
– David Royal, President Thrivent Mutual Funds
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