Fidelity, a Stocks & Shares ISA provider, increased its customer base and asset sales by diverging from the activation-led category and focusing on brand building, emotion, and reach. Faced with fierce competition, Fidelity concentrated on top of the customer acquisition funnel, talking about investment as a way to fulfil meaningful life goals. A re-allocated media budget prioritised TV, print, and display to drive reach and brand equity. Fidelity increased new customers by 88% year on year in 2020, increasing by 60% the assets it generated. It exceeded its overall sales target by 39%.