Redefining and storifying Aktia’s strategy to gain the desired results

We believe that a good strategy combines fact-based decisions on the future direction of a company with a story that its various significant stakeholders want to be part of. Marketing Clinic assisted Aktia Bank in updating and storifying Aktia’s strategy and gain a stronger position in the market.

Aktia is a Finnish asset manager, bank and life insurer that has been creating wealth and well-being for numerous generations for almost 200 years. After the acquisition of Taaleri in 2021, Aktia needed to update its strategy to better unleash the growth potential of its newly strengthened team, broader offering, and greater expertise. In order to take the essential next steps within implementation of its current, asset management focused strategy, originally crafted in 2019, Aktia´s strategy needed to be sharpened up and updated to win a stronger position in the market as ‘the wealth manager bank’.

“After the acquisition of Taaleri, I got questions on what will be our strategy going forward. We felt the need to engage with a larger group of people and sharpen up our strategy, since strategy is something that needs to be very clear to each and every person, not jus the CEO and Executive Management.”
– Mikko Ayub, CEO of Aktia Bank Plc –

With its comprehensive wealth management services offering, Aktia can offer greater value for its every customer. The wide array of services help customers build their wealth responsibly and systematically.

“We chose to define ourselves as ‘The Wealth Manager Bank’ – not a wealth manager or a bank. This is something that does not exist in Finland. Feedback from customers confirms that this really is something that has been missing.”
– Mikko Ayub, CEO of Aktia Bank Plc –

The updated strategy shows how Aktia can benefit from the synergies of its three businesses: Asset management, banking and Life insurance services. Each of the businesses are equally important in building wealth for customers and society, according to Aktia’s updated mission, and this is something Aktia emphasizes in its internal communication.

“Our internal roll-out of the strategy has centered around the need for seamless co-operation between all business areas. We have also defined clear roles for each business areas in our mission, which is a new way of thinking within Aktia.”
– Mikko Ayub, CEO of Aktia Bank Plc –

Aktia presented its updated corporate strategy in the CMD event in September 2021.

“Feedback from investors and stake holders has shown that the new strategy is very clear and easy to understand. I think this is the best possible feedback one can get on strategy.”
– Mikko Ayub, CEO of Aktia Bank Plc –

Aktia´s narrative: We build wealth for our customers and society

Aktia is a Finnish asset manager, bank and life insurer that has been creating wealth and well-being from one generation to the next for 200 years. We are the best partner for people, companies and organisations that value inner wisdom and responsible wealth creation. Our vision is to be the leading wealth manager bank, and our mission is to build wealth for our customers and society.
We serve our customers in digital channels everywhere and face-to-face in our offices in the Helsinki, Turku, Tampere, Vaasa and Oulu regions. Our award-winning asset management business sells investment funds internationally.

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