Robeco Direct - Younique

Tonnairs do not primarily look for more products or bigger promises. They look for overview, control and an adviser that fits their personal situation. The market also carries a persistent belief that personal bespoke advice is only affordable for millionaires. For tonnairs, wealth advice therefore quickly feels too expensive, too exclusive or too formal. That is where the strategic choice sits.

The key insight is that Robeco Direct does not need to compete on instruments. The strength is accessible bespoke advice for mid-level wealth. This sets a new standard: personal service that used to be exclusive for millionaires becomes structurally available for tonnairs.

From that insight, the organizing idea Younique emerges. Not a campaign, but a principle that guides marketing, service design and internal organization. Younique combines rational benefits such as professional advice, low costs and automated matching using IRIS research with an emotional promise of attention, closeness and control. It makes personal service understandable and reachable.

We develop the strategic framework, naming and positioning, and translate them into first applications. Younique takes concrete shape through a personal client profile, bringing together goals, risk attitude and preferred support. That profile becomes the basis for wealth coaching, wealth management and continuous advice. Automation supports the process, making bespoke scalable without losing personal relevance.

Embedding sits in the system itself. From profiling to the wealth growth plan, and from service levels to communication, every touchpoint confirms the same logic: the better Robeco Direct knows the client, the more personal and relevant the service becomes. The ecosystem includes internal teams, digital tooling and selected partners operating within the same Younique logic.

The result is a clear, explainable proposition for clients and employees. Advisers gain one word and one story to express their value. Clients experience personal attention without feeling they pay for exclusivity. Robeco Direct positions itself as the advocate of mid-level wealth in a market that has long undervalued this segment.

In collaboration with:
• Edwin Rietkerk, Robeco Direct