In the October 2024 issue of the monthly Advisor, our CEO Maurizio Primanni explores the new dynamics of communication and marketing in the financial sector, with particular attention to the impact of the Retail Investment Strategy (RIS). The RIS aims to strengthen retail investor protection by increasing transparency and trust in financial products. Among the main objectives is to make investors more aware, encouraging them to invest their savings in financial products, thus supporting the growth and economic development of the European Union.

One of the main challenges highlighted is the difficulty for retail investors to understand and compare different offers due to information documentation that is often not sufficiently relevant or clear. This creates a barrier to decision-making, exacerbated by the growing use of digital channels and artificial intelligence to promote financial products, which can sometimes provide misleading information. The RIS aims to counteract these risks by regulating the use of digital communication and the use of influencers in financial marketing.

The new regulatory framework introduces a greater level of responsibility for both producers and distributors of financial and insurance products: producers will have to supervise and ensure compliance of promotional content, developing specific policies and procedures to check their adequacy, while distributors They, in turn, will be responsible for the use that is made of these communications, ensuring that they are targeted and consistent with the intended market strategy.

Primanni also highlights how — in an era of digital transformation — generative artificial intelligence represents an opportunity for financial advisors to innovate their marketing strategies and improve the customer experience. Research carried out by the group, in collaboration with Data Skills, shows how banks are expanding the use of AI, using it to optimize commercial campaigns, develop new products and improve risk management.