Case Study: AllianceBernstein achieves standout active ETF growth with Living Group’s Flex Appeal campaign

AllianceBernstein grows active ETF AUM to $17 billion with Living Group

AllianceBernstein (AB) faced the challenge of differentiating itself and communicating its value proposition in the highly competitive ETF market. The vendor, Living Group, worked with AB to launch a new campaign for its active ETF funds.

Living Group developed the "Flex Appeal" campaign strategy, centered around the flexibility of AB's investment products. The solution used AI-generated imagery and targeted messaging across digital and traditional marketing channels. The campaign achieved click-through rates 140% above the industry benchmark and helped AB grow its active ETF assets under management from zero to over $17 billion.

AllianceBernstein