Automated Bond Ladder
Global GTM (strategy, web, email, social, growth)
No one knows why, but the world of fixed income is notoriously dull. Possibly, it’s just boring when things go perfectly to plan. Unlike equities, this is usually the case with bonds. But, with a well-built bond ladder, things can go according to plan and then keep going according to plan. To good to be true? No. A little hard to explain? Yes.
Like selling anything complicated, understanding the product depends on understanding the benefit. In this case there are two: A higher return than a savings account or a CD and, two, an exemption from state taxes on that return. The story unfolds from there. By pushing an interactive calculator to the top of the page, it’s more likely that prospects will stick around long to learn about staggering bonds once they know what kind of yield they can expect. Because taxes vary by state, the calculator is personalized to this level of detail.
If they’re still reading midway down the page, it’s time to talk bond ladders 101 and illustrate the opportunity in the context of the macroenvironment. Because bonds have different functions in different portfolios, some extra attention on risk can help clients consider their risk appetite and use case. But no matter what it’s good for, it’s the software that makes it good.
