When a boutique brokerage firm started marketing its investment approach as a branded product, the world beat a path to its door.
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. 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 this one little brokerage firm in St. Louis, MO. (And could invest a minimum in the six figures.)
In fact, until 2003, it didn’t even have a name. It was called Global Asset Allocation. It came in two flavors: Global Strategic Asset Allocation and global Tactical Asset Allocation.
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. Even after Artesys the product got its own site built on .net, we kept this one updated for local investors, 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 – that acted as customer-relationship manager. Clients liked it a lot and always commented on it.
In 2003, 16 years into the life of the product, we named it Artesys, as 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.