Boring is good

“You’re boring! You’re boring!” yelled Tory MP Nadine Dorries to Sir Keir Starmer at the height of the UK’s recent political funfair. As it turned out, voters quite like boring. And so far, so do the markets. Which is great for financial brands.

In the immediate wake of the landslide election of Starmer and his reinvented Labour Party, financial markets responded little. “When the markets did fully open”, said Katie Martin in the FT, “you could be forgiven for wondering whether an election had taken place at all”.

As the global political landscape trends towards unstability – with a political deadlock in France and the psychodrama of a looming U.S. presidential election – the UK is starting to look like a haven of relative economic calm. Businesses and investors are able to look further ahead, towards more stable returns.

Sarah Ruggins, head of Investment Specialists at St. James’s Place, notes that “while (a) Labour victory may result in a probable short-term uplift for UK shares, it could also have a positive impact on the UK market over the long term." Investor confidence is certainly improving with the news.

The Investor Index, a survey of UK retail investors in April 2024 by AML and The Nursery, found that 65% of investors felt a change in power would have a positive effect on their investments. This was driven largely by younger investors, 87% of whom responded positively.

At AML we see this stability and optimism as a huge opportunity for financial brands, and especially asset managers, wealth managers and pension providers, to win new customers and grow market share.

All the research – including our own Investor Index – shows that finance customers buy brands and they buy clear, concise product messaging. Which, handily, is what we do at AML – simple ideas for a world which is still more complicated than ever.

For more information about the investor Index click here, or click here to find out more about how AML’s simple ideas can help your organisation.