Roland Berger Case: Launch of a Mobile Neobroker

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• Annual fixed costs (platform, staff, compliance): €4.5 million
• Customer Acquisition Cost (CAC): €35 per user
• Variable costs per user p.a.: €6 (onboarding, support, transaction costs)
• User growth: Year 1: 120,000 active users / Year 2: 220,000 / Year 3: 380,000

Break-even is reached at approx. 375,000 active users — realistically no earlier than Year 3 to 4, depending on growth pace.

Interpretation: The addressable segment is substantial. Even a low market penetration yields significant revenue potential. Long-term — at 5% penetration — over 630,000 users and more than €11 million in annual revenue would be achievable.

Product usage among young men vs. women (ETFs: 83% vs. 82%, Stocks: 73% vs. 55%, Savings: 34% vs. 34%, Crypto: 44% vs. 18%, etc. ), see also graphic

Hint:

• Customer preferences: self-service in everyday use, but advisory support when needed; security and trust signals; low order fees as the top criterion
• Neobroker must-haves: Mobile First, Cost Leadership, Gamification, Speed
• Specific target group needs: security, transparency, ESG, community, financial education

Must-have:

• ETFs & savings plans (free of charge): Most popular product among women under 35 (82%); small gender gap; ideal entry point without prior knowledge
• Mobile app with intuitive UX: 80%+ of all transactions via app; frictionless onboarding in under 10 minutes
• Low order fees (€0–1): Top criterion in neobroker selection; market standard set by Trade Republic

Should-have:

• ESG / sustainability filter: Women show significantly higher preference for ethical and socially responsible investing
• Hybrid advisory (digital + in-person when needed): Security and personal engagement strengthen trust; no need for daily advisory
• Financial education hub (webinars, tutorials, explainer videos): Lowers entry barriers; builds trust without financial jargon

Nice-to-have:

• Community features (peer learning, exchange): Shift from individualism to community; promotes retention and referrals
• Stocks & crypto: Lower demand among women, but relevant for broader appeal and product completeness

Recommendation: FemVest should launch with a lean, ETF- and savings plan-focused MVP and gradually expand to include ESG filters, advisory offerings, and community features. No pinkwashing — the added value must be substantive and genuinely compelling.

Develop a classic Go-to-Market strategy across five dimensions: target segment, value proposition, channel strategy, pricing model, and success metrics. Consider the specific needs of the female target group (values, trust, financial education) as well as the competitive dynamics in the neobroker market.

1. Target Segment – Who are we addressing?

• Women aged 25–45, professionally active, digitally savvy, middle to upper income (HENRYs)
• Financially relevant: growing income, inheritance trends, structurally underserved
• Scalably reachable via digital channels

2. Value Proposition – What is our unique offer?

• First neobroker to genuinely rethink investing for women — no pinkwashing
• Financial education without jargon, ESG filters, life-relevant savings goals (parental leave, pension gap, gender pay gap)
• Hybrid advisory when needed + community for peer exchange
• In short: Simple. Secure. Values-based.

3. Channel Strategy – How do we reach the target group?

• Organic (pre-launch): TikTok, Instagram, YouTube with authentic female creators → build a waitlist of 50,000+ prospects before go-live
• B2B2C (in parallel): Partnerships with employers, women's networks, universities → structurally lower CAC
• Paid media (post-launch): Performance campaigns based on proven organic data — scale only once the conversion mechanism is validated

4. Pricing Model – At what price?

• Freemium entry: Free basic app with ETFs, savings plans, financial education — no barrier to entry
• Premium tier (approx. €5–9/month): Hybrid advisory, ESG filter, personalized planning tools
• Order fees: €0–1 per trade (market standard, non-negotiable)
• Additional revenue: ETF kickbacks, selected partner products

5. Success Metrics – How do we measure success?

• Number of active users (Year 1 target: 120,000)
• Customer Acquisition Cost below €25 (vs. market average of €35)
• Activation rate: share of users with first savings plan within 30 days
• Net Promoter Score (NPS): trust and referrals as a core growth driver
• Freemium → Premium conversion: target 10–15% within 6 months