“Named & branded our flagship product, now offered nationwide.”
Founder, Chairman/CEO of R. T. Jones Capital Equities Management, Inc., and the visionary developer behind Artesys®, the popular managed-portfolio product for retirement plans from OneAmerica Insurance.
Ever heard of lifecycle and target-date funds? Those are all based on the concept Bob first started working with in the late 1980s.
And none of those would be possible without a little innovation Bob spearheaded called the fund-of-funds. Now that’s a common security.
In 2002, I had a small, private money-management firm with a proprietary approach to investing. We were doing well, even after 9/11 had thrown the markets into turmoil.
Mary came in and, after seeing our 90-minute presentation for the first time, immediately got the concepts. She also saw the same long-term potential for our approach that I did: as a branded product that other companies could distribute as part of the huge – and growing – 401(k) market across the country.
The first thing we needed was a web upgrade. Mary built our first site and used those graphics to brand our firm in the local market.
Next she named our product Artesys. And came up with the first simplified terminology, so people could actually talk about our products and services without getting tongue-tied.
Over the next six years, she would take Artesys through two stages of rebranding to get it ready for where we stand today: As a popular investment choice for one of the country’s largest retirement-plan providers.
I wouldn’t have thought a professional identity would make this big a difference in our growth. We had to have the product, the methodology and the proof that it works. But I don’t think we could have done it without the branding.