Why Endowus is marketing restraint in a world obsessed with more

Endowus’ latest brand campaign opens with a familiar feeling for many investors: noise.

In "Invest with clarity", the independent wealth advisor confronts the mental clutter that defines modern investing, competing opinions, constant market updates, algorithm-driven content, and the nagging sense that one wrong move could derail long-term plans. The short-form film mirrors this experience through fragmented visuals and inner voices casting doubt at key decision points, before deliberately slowing down.

There are no product pitches or performance charts. Instead, the film poses a quieter question: what does investing look like when you strip away the noise?

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Launched in late December 2025 and running through mid-2026, "Invest with Clarity" spans Singapore and Hong Kong, anchored by a video-led, programmatic OOH approach supported by digital and content partnerships. Endowus worked with Forsman & Bodenfors on creative conceptualisation, with IPG Mediabrands supporting the rollout across key central locations in both markets.

For Endowus, the campaign reflects a deliberate decision to market restraint in a category more often defined by urgency and complexity. According to Jason Huan, chief marketing officer at Endowus, the campaign was shaped by a growing disconnect between access and assurance.

“Investment access has never been more commoditised,” Huan said. “While new platforms have democratised entry, they have also engineered engagement as a priority, substituting education with gamification and conviction with FOMO.”

That shift, he added, has contributed to rising investor anxiety rather than confidence. When Endowus spoke to investors in mid-2025, a consistent theme emerged. Most did not lack tools or information. They lacked confidence. Many felt overwhelmed by the volume of platforms, solutions, and opinions competing for attention. Others feared they were making the wrong decisions, even when they considered themselves financially literate.

“The mechanisms for investing are easy,” Huan said. “What’s harder is dealing with fear and uncertainty.” That uncertainty, between knowing what to do and feeling confident enough to stay the course, became the starting point for "Invest with clarity".

Designing for the emotional journey

Rather than positioning itself as another authoritative voice, Endowus chose to acknowledge the emotional reality of investing. Internally, the insight resonated. Endowus’ team includes investors at every stage of the journey, from first-time participants to veterans with more than 30 years of experience. That perspective shaped how the campaign approached messaging.

“We chose to acknowledge the clichés people hear all the time, like ‘stay invested’ or ‘think long-term’, without pretending they’re easy to live by,” Huan said.

Instead of talking down to audiences or presenting investing as emotion-free, the campaign recognises doubt, second-guessing, and hesitation as normal parts of the process. Clarity, in this framing, comes from structure, evidence-based advice, and habits that keep investors focused on long-term goals, even when markets are volatile.

“Landing on clarity isn’t accidental,” Huan added. “It reflects how we design the Endowus experience, to help investors slow down and avoid reacting to every headline.”

One of the campaign’s more unconventional choices is its use of humour, a tone rarely embraced by financial services brands. For Huan, humour was less about lightness and more about empathy.

“Investing is a serious topic because it’s tied to real outcomes, family, the future, peace of mind,” he said. “But the emotions around it are deeply human.”

By surfacing everyday insecurities and inner monologues, the campaign aims to make investors feel understood rather than instructed. The humour, Huan stressed, was carefully calibrated. “It was important that it never trivialised money or risk,” he said, adding:

The goal was to show that these doubts happen every day and to more people than one thinks.

Choosing reassurance over urgency

The campaign’s media strategy reinforces this calm, non-urgent tone. While video has long been a strong format for Endowus, "Invest with clarity" expands its footprint through digital OOH placements that allow flexibility in both reach and creative execution.

Even where station wraps and platform takeovers are used, the emphasis remains on reassurance rather than prompting immediate action.

Despite its softer approach, Endowus is still tracking concrete outcomes. Beyond awareness, the company is watching for shifts in funded rate, the proportion of new clients who go on to fund their first investment goal after joining the platform. “It would be bold to say we can positively influence confidence,” Huan said. “But behaviour is where we hope to see signals.”

Looking ahead, Huan sees “calm and clarity” evolving from a campaign theme into a broader set of principles guiding how Endowus communicates with investors, particularly amid ongoing geopolitical uncertainty and market volatility.

“This reflects a broader evolution for Endowus,” he said. “From being known primarily as a digital investment platform to become a trusted, long-term partner in people's financial lives." He added: 

It's about making not just what we do clearer, but why we exist: to help investors build confidence, clarity and better outcomes over time.

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