Investopedia picks Vested as AOR

One of the agency's founders said its 'nerdiness' is working to its advantage.

NEW YORK: Investopedia, an online encyclopedia about the world of finance, has named New York-based Vested as its global AOR.

Investopedia, whose parent IAC also owns Tinder, Match.com, and Ask.com, boasts 20 million unique visitors each month and 60 million views per month.

However, the company wanted more traffic and exposure and an agency that could creatively use its data. Investopedia CEO David Siegel said in a statement, "We were looking for a firm that combined depth of industry knowledge with innovative creativity."

"As an IAC company that always looks to innovate, it was essential to align our communications efforts toward that goal," he said.

Binna Kim, president and one of Vested’s founders, said Investopedia liked her firm’s unique blend of creativity and understanding of the financial industry.

"We’re huge nerds, and that probably came out in the pitch process," Kim said. "We love Investopedia. That genuine passion and nerdiness really came across during meetings."

She added that Investopedia has significant data, and she saw potential to use it in creative ways to appeal to a wide spectrum of audiences.

For example, after last Tuesday’s State of the Union address, Vested helped Investopedia aggregate data from readers and assemble it to create the "INV Anxiety Index." The data showed what consumers were interested in and concerned about, Kim said.

"Their perspective on the State of the Union shows people are worried about retirement, oil prices, and their financial future," she said. "Investopedia is looking at expanding the content and finding ways in which to mine the great content."

Kim said her team can use Investopedia data to reveal interesting trends, increasing traffic to the Investopedia site and diversifying and expanding its audience.

Kim and Dan Simon, Vested’s CEO, founded the firm six months ago after they left Cognito. Its clients include Bloomberg, Broadridge, Carbon Trade Exchange, Contix, HedgeCoVest, Polaris Consulting, and the Museum of American Finance.

In December, the firm hired Ali Wells, former creative director at Cognito, as its chief creative officer.

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