Russell Investments is eager to grow its OCIO business. OCIO stands for Outsourced Chief Investment Officer. Goldman Sachs has bested out many traditional pure-play asset managers in the OCIO market, beating out BlackRock, Aon, and Willis Towers Watson. Mercer remains the top dog in OCIO assets. Russell Investments recently poached Shelly Heier, the former chair of Verus’ OCIO Investment and Alternatives Investment Committees. Verus used to be called Wurts & Associates. Endowments, foundations, and defined contribution are the largest growing segments for OCIO firms versus U.S. defined benefit plans.
Russell Investments has placed its OCIO advertisements on investment news sites.
Here is a landing page example below from November 1, 2024.
Sovereign Guild Feedback
OVERALL SCORE: 4/10
The wording of this campaign for Russell Investments’ OCIO (Outsourced Chief Investment Officer) services is direct and customer-centered, but too generic and the “call to action” is weak. The color scheme of blue is trusting.
“WE SHARE YOUR INVESTMENT GOALS.”
The phrase emphasizes a shared purpose, suggesting that Russell Investments is not just a service provider but a partner. In reality, Russell Investments is a pure-play asset manager as it sold its index business. This wording approach of “partner/share” are often effective in financial services, where trust and alignment with the client’s objectives are key. However, without mentioning specific differentiators (e.g., “customized solutions tailored to institutional needs” or “proven track record in maximizing returns”), the message feels too general and could apply to any investment manager provider. While the statement implies empathy and alignment, it doesn’t highlight why Russell Investments stands out among competitors. OCIO clients need to know what Russell brings to the table—such as advanced analytics, risk management, or expertise in niche markets—that would justify choosing them over other firms. Why go with Russell when the prospect can go with Mercer, Goldman Sachs, or BlackRock, which are all larger firms with more investment capabilities.
“Your situation is unique. So what does the right OCIO solution look like for you?”
The opening phrase highlights the uniqueness of each client, which resonates with organizations seeking tailored solutions. We feel that the question could be more active or actionable, such as “What could an OCIO solution do for your unique goals?” This gives the statement a future-focused, problem-solving tone. In addition, the statement and question invites reflection but doesn’t lead the client toward any action. A more effective follow-up might encourage clients to “Discover how Russell Investments’ OCIO solutions are tailored to meet specific needs” or “Schedule a consultation to discuss your goals.”
“We’re dedicated to helping organizations like yours maximize the potential within their investment programs. Full stop.”
The “Full stop” phrasing is brief and authoritative, conveying confidence and commitment. It implies Russell Investments has the necessary expertise and a clear focus. “Full stop” can be impactful, but it might feel abrupt in financial services communication. Alternatives like “That’s our commitment” or “With results that matter” could soften the tone while retaining authority.
This copy is engaging and begins with a strong, yet generic statement. This is followed by a question and then an assertive declaration. However, the transitions between each part feel slightly disjointed, making it challenging for the client to follow a clear line of thought. Russell Investments has a storied history, even longer than BlackRock. We would advise Russell Investments to highlight relevant historic achievements.
