[GUEST BLOG] In 2017, we announced the launch of Chloe in Japan, our goal based robo-advisor mobile app. Chloe is the first robo-advisor app in the world that constructs portfolios with exchange traded funds (ETFs) listed at the Tokyo Stock Exchange (TSE). The portfolios are diversified across 50 countries, 37 industries and 4,324 stocks and bonds. The service is available both on iOS and Android and is the first robo-advisor in Japan available entirely on smartphones and tablets.
In tandem with a powerful PR outreach effort, we got to work immediately on setting up a formidable mobile user acquisition campaign to generate traction and to enable our target audience in Japan to take advantage of the new service.
Through that process, we developed a series of best practices which, some through trial and error, were important lessons to learn in marketing a finance app in Japan. (more…)
