Case Study: AllianceBernstein clarifies active ETF value with Living Group’s Minds & Machines campaign

AllianceBernstein grows ETF AUM past $17 billion with Living Group

AllianceBernstein faced the challenge of differentiating its rapidly growing Active ETF platform in a market increasingly dominated by automation. The financial firm needed to equip financial advisors with a compelling narrative that clearly articulated the enduring value of human-led active management over algorithms. To address this, they worked with the vendor Living Group.

Living Group created the "Minds & Machines" campaign platform, which was built on the concept that technology is most powerful when guided by human insight. This scalable system included a distinctive visual language and messaging that unified brand advertising across all touchpoints. The campaign successfully provided a clear and confident story for financial advisors, strengthening AB's position as a leader. As a measurable result, AB's ETF funds amassed over $17 billion in assets under management by August 2026.

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