Leading UK Investment Firm + Invoca

The Mission

This client is a global leader in investment management. In the UK, the team is focused on delivering high-value engagement while ensuring its client services team remains efficient during periods of high market volatility.

The Challenge

This investment management leader faced a common "broken" buyer journey where digital context was lost at the point of a phone call. Macro-economic events, such as a government budget announcement, regularly drove spikes in phone calls from existing customers seeking quick answers or reassurance. These low-value inquiries often flooded the phone lines, distracting advisors from high-value new business leads.

The Resolution

The investment management’s digital team partnered with Invoca to unify their digital journey with offline conversations. 

Tailoring the Buyer Journey to Convert High-Value Leads

By analysing call data alongside Adobe web datasets, the team identified the exact pages and journey points where callers abandoned the website for the phone. During the November 2025 UK government budget, the team launched a "test-and-learn" use case. They reworked the digital journey by deploying a targeted FAQ page and reducing the prominence of the phone CTA for existing customers. 

The Results

This strategy delivered immediate, quantifiable impact:

• ~25% Improvement in Digital Containment: Significantly more users stayed within digital channels compared to previous economic "events".
• Achieved conversion efficiency with the FAQ page’s web-to-call-through rate dropping from 1.3% to 1.0%.
• ~720 fewer low/no-value calls during the Budget week alone, freeing the team for high-value customer interactions.

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