Friends Provident International

The Challenge

Operating across the UAE, Hong Kong, and Singapore — highly competitive financial hubs — Friends Provident International (FPI) sought to deepen its understanding of high net worth individuals (HNWIs). This audience is diverse, globalised, and highly sensitive to shifts in financial markets and regulation.

FPI needed to:

Track attitudes towards investment behaviour in markets where preferences and risk appetites change quickly.
Understand how their brand was perceived relative to competitors, particularly in an environment where trust, transparency, and reputation are critical.
Monitor changes in awareness and consideration levels over time, to evaluate the impact of marketing and sales initiatives.

By building a continuous feedback loop with HNWIs, FPI aimed to stay ahead of changing expectations and adapt its communications and product offerings to maintain relevance and credibility.

The Solution

Skopos designed and implemented a dedicated community panel of HNWIs across the three markets. This enabled a structured yet agile approach to feedback:

Recruitment: A hybrid strategy combining digital outreach and telephone engagement to ensure a representative mix of HNWIs, while maintaining the discretion and relationship-building essential for this segment.
Ongoing Engagement: A managed continuous feedback programme delivered through both online surveys and targeted follow-up calls, striking the right balance between convenience and depth.
Methodological Rigor: The programme was built to deliver a ‘clean read’ — eliminating noise from less relevant respondents and ensuring only high-value perspectives informed decision-making.
Flexibility: The panel could be quickly mobilised to address topical issues — from market volatility to shifts in product demand — giving FPI a real-time lens into changing investor mindsets.

The Outcome

The research has had a direct impact on how Friends Provident International positions itself in competitive markets:

Insights enabled FPI to recalibrate marketing communications, tailoring language, tone, and product emphasis to better resonate with HNWIs in different cultural and regulatory contexts.
Brand awareness tracking revealed where FPI’s messaging was cutting through, and where further investment in brand-building was needed.
Understanding investment behaviour shifts helped the business align product strategy and advisory services with the evolving needs of wealthy clients.
The panel provided a strategic advantage: a trusted, ongoing source of insight that allows FPI to adapt communications before competitor activity erodes share of mind.

Overall, the programme positioned Friends Provident International to engage more effectively, appropriately, and confidently with this high-value audience — reinforcing trust and deepening brand equity across Asia and the Middle East.

Friends Provident International

The Challenge

The Solution

The Outcome

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