Task at hand...
TIAA E&F Client Types
The new E&F site should be designed with these users in mind.
Express the business unit’s unique value and philosophy beyond an endowment investment context.
Enable prospective clients to discover which firm is the best fit for their needs; allow the business units to target the best fit clients.
Raise awareness and be top of mind before the need arises.
Develop content with varied levels of sophistication (basic to advanced) that acknowledges the different levels of investment expertise amongst the target audience.