Our marketing strategy - 1

At Pantar.ai, our vision is to help people navigate shifting financial markets in the pursuit of financial freedom.

We basically want to help people make money out of financial markets. It doesn't seem very original in a world full of banks, intermediaries and advisors, does it?

The HOW is original: we are building (and we will soon run) autonomous investment funds incessantly adapting to any market conditions and thus capable to perform reliably at all times. THAT is unique - seeking to perform reliably in unreliable markets, across the entire economic cycle.

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Reliable performance in unreliable markets

No intermediary out there can make this promise. In fact, if you have invested before, you are experiencing one of the following scenarios.

• if you are an institutional investor, I am sure you will have a professionally organized investment portfolio with one key problem: your assets are hardly diversified. They are likely to go up all together alongside rising markets, or all down together when markets fall. You miss stable out-performance.
• If you are a retail investor with some investing experience, you will notice that your banks and advisors charge a high fee to copy market benchmarks, something that you can do yourself (=buying an entire market, such as buying the S&P500 if you want to invest in US stocks => anyone can do that). And benchmarks -like the markets they copy - go up and down in the cycle. Locking the money-in to experience bumpy markets and eventually losses is not great. You also miss stable out-performance leading to a reliable passive income (helping you achieve financial freedom).
• Finally, if you are a wannabe investor who has never done it, you do not know where to start and you are likely to fear a milli0on things that will lead to a loss. An intelligent system investing for you dynamically to be grow your money with the right assets at the right time would cut it, wouldn't it?

If all of the above might seem very cool - we hope at least - something in our claims is strident. We have said that we want to help "people".

Who exactly do we want to help? People is not a very narrow target market, is it? Any successful startup starts with a narrow niche to target with specific needs.

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Identifying the correct target market

Ok, I missed a tiny detail so far.

We do have a very specific target in mind in the space of institutional investors: it is family offices looking for original, diversified, multi-asset, multi-strategy investment funds that can perform more reliably than what they have in their portfolios. Ready to reward promising new strategies without the need to wait for a long track record, we know a bunch of them and we are ready to work with some as soon as we launch our strategy (at some point in 2024).

What we do not know yet is which part of the retail market - aka normal people doing something different than investing in life - has an urgent need to delegate their investments to an autonomous, intelligent system (complex enough to beat professional traders, simple enough for them to buy and sell with a click) that does it for them.

This is where our marketing research starts.

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Marketing activities

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We are focusing our efforts in understanding different (urgent) money needs for different non-professional target markets. It is only by understanding genuine needs that we can offer helpful solutions.

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The issue here is that everyone would probably like to increase their income effortlessly. It is more difficult to understand who is ready to make a move, being unhappy with the status quo.

We have started with some basic target market segmentation without getting anywhere with geographic or demographic splits (if not for income levels).

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Behavioral segmentation has been more helpful, but only with the people with whom we have a direct relationship. If not scalable for now, it has been a good tool to identify some pockets of possible early target markets: non-professional investors with some income (will not disclose the cut here, but imagine people with some extra savings available), successful in what they do for living, with some curiosity on how to put the extra-money at work and some previous bad experiences (lost money in markets, dealt with bad advisors, giving up all the gains in banks' fees).

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Psycho-graphic segmentation has been much more interesting (if somehow overlapping with the above when linking up with behaviors).

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In fact, we have decided to split our possible retail target market of non-professional investors in the following categories - also thanks to an insightful post from Justin Welsh:

• We are seeking problem-aware retail investors: "I urgently need to put my savings at work and make some extra dollar"
  • because high inflation is eating the extra cash in my bank account
  • because I need to plan for my retirement
  • because I need to grow my savings to pay for my kids' education, health insurance, a new house, etc.
  • because I have a friend who has made a ton of money in markets/crypto and I want to do the same, while betting smartly and spreading out risks
  • because I have too many and I am scared about leaving them in my bank (good problem to have)

• We are also seeking experienced/wannabe investors who can be either:
  • solution-aware: "give me a better alternative to what I tried"
    • I have invested before and did not like the experience
    • My advisor was too expensive and did not succeed in investing for me
    • I lost some money in bitcoins and I want to approach more mature markets (stocks and bonds) with some guidance
    • I traded from home and it has been a negative roller-coaster
    • I invested responsibly in multi-asset funds, but performance has been bumpy
  • or solution-unaware: "how can I get some reliable passive income from financial markets?"

The issue here is that those individuals in these psycho-graphic segments do not carry labels that help us identify them. But we are exploring several possible roads to spot them.

We have launched a newsletter with a limited amount of contacts (500) to see who responds to different pieces of content (you can subscribe at the bottom of this page). We have opened a social media channel in Instagram to see who's interested into financial freedom, passive income and alternative solutions (little success so far).

Also, we have a company page on Linkedin to see if someone is keen to interact (also little success here). In parallel, we are also using word of mouth inside our networks, where we achieved better results with 10+ individuals who have approached us to create for them a customized portfolio to invest, while waiting for the funds to be ready.

If time consuming, we are working everyday to understand who is feeling with the most pressure (problem-aware) the need to put their income at work in a different way (if solution-aware), or for the first time in dynamic funds (solution-unaware), while having the same objective: multiply their savings, unhappy with their previous experiences or status quo, and looking for a reliable source of diversification, or extra income in all market conditions.

What else are we doing?

Here's chapter 2 of our marketing strategy.