Repositioning Meridian Financial

Challenge

Meridian, a $28B AUM wealth manager, faced an ageing client base and fee compression from robo-advisors. Leadership needed a credible plan to win the next generation of clients without alienating the current one.

Research

We interviewed 60 clients across three generations, analysed fee benchmarks across 20 competitors, and modelled the P&L impact of five different service and pricing scenarios.

Strategy

Reposition Meridian around a tiered advisory model, modernise pricing, and rebuild the analytics stack so advisors could see client health and opportunity in real time.

Execution

We launched two new advisory tiers, rebuilt the pricing schedule, and delivered an advisor cockpit powered by a new data platform. Every advisor was trained on the new value narrative and equipped with playbooks.