Premier Investors Start the Search for a New Brand Together with Sunrise

With more than 90 billion Danish kroner in assets under management and 12,000 investors, Formuepleje has, since its establishment in 1986, grown to become Denmark’s largest privately-owned and bank independent asset manager. Furthermore, Formuepleje is consistently rated as the number one Danish asset manager by the financial industry’s leading provider of independent investment research, Morningstar.

However, the perception of Formuepleje’s brand has not been on a par with its actual accomplishments. To deal with this discrepancy, Formuepleje has decided to partner up with Sunrise.

Stinne Melanchton Betinger, Executive Assistant and IR Manager at Formuepleje expands further:
“We needed an agency that could showcase a tried and tested analytical approach as well as a documented understanding of our complex business. Formuepleje is an active asset manager that operates both strategically, tactically and operationally. Besides carefully cherry-picking optimal investments, Formuepleje’s investment committee weighs up each asset class and regulates the ratio of these in relation to macroeconomic perspectives and valuation to optimize the risk-reward ratio. So this is not quite like working with B2C clients and general consumer goods.

We’ve had a dialogue with several interesting agencies, but Sunrise was able to put forward a senior team with vast experience from similar cases. Furthermore, Sunrise offers customized solutions as an alternative to one-size-fits-all. We needed a partner with a large analytical toolbox and a deep understanding of the drivers within branding.”

Mikkel Heideby, CCO and Co-owner at Sunrise adds:
“We are very excited about the task at hand. For more than 30 years, Formuepleje has generated unique returns on investments on behalf of their investors, and they have huge ambitions moving forward. Right from the start we’ve been able to showcase our full range of capabilities – from development of the communication platform to more operational tasks like new sales presentations, digital strategy as well as more traditional print ads. Add this to the fact that they are good people with solid values and a positive and infectious attitude, and it just makes the project even more enjoyable.”