How We Get Customers

Our Customer Acquisition Journey

We used to get customers by doing a cold outreach via LinkedIn. We identified a potential segment that we want to target and then we invited them to connect one by one. This worked pretty well at the start to gain the initial set of customers.

Shifting to Inbound

Once we have them in, we turn our focus into inbound:

• Writing quality content on the internet to showcase credibility and legitimacy
• Refining our product to maximise customer retention

Our Approach vs. Traditional Credibility

We realise that we don't have:

• Decades of experience managing mutual fund in the finance industry
• Fancy titles like Forbes 30 under 30

So instead of relying on these gold stars to attract customers that have the tendency to follow hype, we rely on the quality of content we put out there to attract more intelligent potential customers. These customers not only tend to be stickier, but also more opinionated. So when we perform well, it is very likely that they will promote our services to their friends. Therefore, our customer growth nowadays relies heavily on word of mouth.

Content Strategy

Our content strategy focuses on providing genuine value rather than just marketing our services. We share insights about:

• Investment principles and philosophy
• Market analysis and trends
• Case studies of companies we've researched
• Educational content about value investing
• Transparent discussions about our successes and failures

This approach helps us build trust with potential customers and positions us as a thoughtful, credible advisor rather than just another financial service provider.