When a boutique brokerage firm made its flagship product easy to talk about, it got a lot easier to buy.
Since 2008, Artesys has been a featured investment option in the qualified retirement plans you can get from OneAmerica Insurance, a Fortune 1000 company based in Indiana. In other words, it’s a nationally branded product.
A number of products in the world of mutual funds approach investing at least partly the way Artesys does. A lot more claim to do that but don’t really know the difference. But Artesys was the very first, and it’s one of a very few that sticks absolutely to its underlying philosophy.
For the first 20 years Artesys existed, you probably couldn’t get your hands on it.
Unless you happened to know about one little brokerage firm in St. Louis, MO.
And could invest half a million dollars.
In fact, until 2003, it didn’t even have a name you could say without speech therapy. It was called Global Asset Allocation. It came in two flavors: Global Strategic Asset Allocation and Global Tactical Asset Allocation.
What a mouthful!
The beginnings of a brand.
Fortunately, in 2002, Artesys founder Bob Jones realized he needed a website.
The one we built was little more than brochureware, but it was the beginning of an identity for the firm, that we kept updated with staff changes and very general firm news.
We added a full-color publication, called Portfolio. It was a lot better-looking than a newsletter, but much smaller than a magazine. In its role as customer-relationship manager, it didn’t matter too much how often we published, but a more frequent schedule likely could have stimulated more contact between clients and producers. What we do know is that clients liked it a lot and always commented on it.
In 2003, 16 years into the life of the product, we named it Artesys. That’s how the investment world knows it today.
We added consumer and business-to-business print pieces in a presentation folder, then rebranded everything when the first wholesale contracts happened.
By 2008, Artesys was truly national.