Fine operation, this "ant" opened up a new way of wealth

Fine operation, this "ant" opened up a new way of wealth

Financial Breakfast

2018-01-10

How financial institutions serve 80% of the mass users. Since last June, when Ant Wealth announced the opening of "wealth" to financial institutions, a group of fund companies have created a new road.

January 8, Ant Wealth in the Shanghai Center to hold media communication, ant Wealth announced the "wealth" on the line for six months since the operation of the results: 25 fund companies in the ant wealth on the "wealth", and derived from a number of service scenarios, involving investment education, product science, hot spots, such as the top ten categories, full coverage before casting, casting, After each stage of the cast.

AI technology boosts financial institutions ' performance doubling

In the June 2017, the ant Gold Clothing's one-stop financing platform "ant Treasure" announced the upgrade to "Ant Wealth", the industry has long been looking forward to the "wealth" officially online, and fully to the fund companies, banks and other financial institutions open. "Fortune" aims to open up the professional financial link ability of ant service, through a series of algorithm tools, such as user connection, user portrait, precision marketing, etc., to help financial institutions to establish a direct-connected user's self operation platform.

Ant Wealth Enterprise Fund Operation director Liang Jingrui said, Ant Wealth field a series of open measures, ant is an important part of the open strategy of gold. In the "wealth" of this position, the fund company can operate independently, sales funds, but also the combination of ant service to provide the user portrait, marketing tools, AI technology, targeted for different users to provide differentiated services.

At the communication meeting, the Ant Wealth Enterprise Fund operations director Liang Jingrui published a set of data, compared to the number of institutions wealth on the line 3 months before and after the establishment of the wealth of the institutions in the non-cargo base transactions, the amount, customer orders have significantly improved, which settled the wealth of the institution of non-cargo base transactions increase, is not settled in the same period 21 times times The increase in the number of non-cargo bases was 11 times times that of those who had not settled in the same period.

Data mining raises worries. Fine operation only to point the way

Since the inception of the business, ant gold Clothing and wealth is very important to artificial intelligence and large data applications. But there are media concerns about data mining or violations of user privacy, causing disruption to life.

Financial breakfast as a meeting of the invited guests, on this issue to Liang Jingrui asked: How ant gold Clothing to define data collection and user privacy.

Liang Jingrui replied: "Now speak large data, we do not call the inside, but fine operation." It is a way of data tagging, but a way for people to style, can better help you do after layering of fine operation. When you do the output of ideas or content, now can cover the maximum surface of the crowd, because the next is the tagging algorithm, and will not involve a very high particle size, billing these things, may involve the increase in the situation, active, the stability of the base of some of the biased data, to our partners. ”

Financial breakfast also noted that the ant to pay the professional financial link ability, through user connections, user portraits, precision marketing, such as a series of algorithmic tools, with large data fine operation, can help financial institutions to establish a direct-connected user's self operating platform.

According to the financial breakfast observation, for the current ordinary users, the concept of investment finance is still a bit Meng. Most users are either afraid, or have a poor degree of trust, and try more users. And how to solve the user's concerns. How to shorten the distance between users and fund managers. What is the product that you buy today, what is the investment? Why do you do that?

And for the fund company, when not understand the customer, to recommend products to customers, wealth management is difficult to do. But when organizations have access to customers, articulate investment logic, and show their investment performance and investment ideas, this is one way wealth management can truly live and fly.

And these are the problems that Ant's wealth has been striving to solve. Liang Jingrui also said, "How to the data AI, in fact, based on the data used in the past experience, combined with the market fluctuations brought forward or negative things, and then the experience precipitation." ...... The goal is very clear, but also has the user feedback, this user feedback, is not the simple user complaint or the telephone, but looks at the final data the situation, including the return rate, is not transforms into the fixed investment user. So it is the algorithm linkage with their own strategy of a set of things. ”

But the high efficiency, the low cost and the massive user direct connection and the interaction is only the beginning, many fund company's most precious experience is: not only has recognized the person and the service how link, also has boarded the intelligent operation the express train. "Users will tell you what they like. "Huaxia Fund Vice President Li Yimei summary." "User feedback can be reflected in the data, now we fully feel the power of data-driven, with data results to optimize their products, operations, and even decision-making, which has never been." ”

Establish a link between user and fund company services with technology

Once, troubled financial "small white" user's typical problem is "do not understand the base, buy recklessly", he knew is to make money to buy, but do not know what to buy, or why to buy. And for the organization, the independent app built by the individual, the flow of huge loss. Want to intelligent, internet operation, it is faced with insufficient computational capacity, difficult to give users an accurate "better step" guidelines. More importantly in the service and communication, to give customers how to accompany, guide, how to let the customer experience, through the investment experience to allow customers to accept more smoothly.

In response to this dilemma, Liang Jingrui said: "Constantly strengthen the user's financial awareness, so that customers believe that the organization's products can bring value, and have a satisfactory experience." User needs to constantly enhance cognitive growth, a large number of users are willing to experience a little, in the process of hope that the beginning of the hesitation to try to become a mechanism to empower him, and gradually form a letter, and then know more people are with him, holding the same product, and know the product under the good user is how to hold the state, is not a fixed vote , so as to form a custom advanced process, the end user to get the expected financial benefits, incentive feedback. ”

According to the feedback of several agencies, in more than half a year of operation, Ant platform has been a role in the output of the operation strategy. The goals of the Joint Agency, the objectives of the Fund company, the service of users, and the organization-centric aggregation scenario services.

For example, Huaxia fund wealth. At the same time, the aggregation of the page service ability to break into the user usually go to the main path, such as view assets, page home, more closely to serve users.

This gap, also just to the ant wealth number created a service opportunity, so that good financial services to find more users. Through the data ability, the user stratification tool, distributes to the organization, does the stratification guidance, lets the organization revolve the user to do the service. With the technology-driven business, the ant Service for the Fund network sales, providing a comprehensive technical solution support.