How do we grow market share? 

First Financial had a desire to grow market share in advance of anticipated changes to market structure.

Out of habit, they were targeting a segment that had limited growth. In-depth analysis and consumer insights identified a new growth segment and the creation of the client value proposition 'Retire Life Ready' required to address it effectively.

'Retire Life Ready' is the short-hand for the brand ecosystem, incorporating the desired client experience and brand values. The client value proposition is now being incorporated by the client across all products & services, training and marketing communications, as shown on the website here