Priscilla Sims Brown
Management
Sure, sure. Yes, thank you for asking. I’ll try to keep this short, but in short, I think there are really kind of two interested groups to think about. One is our current customers. There we not only enjoy, obviously, name awareness, but we have really high favorability, meaning that our current customers are quite committed to Amalgamated and that’s seen in the fact that they’re not as focused so much on returns as they are on being aligned. So, that’s that that’s a great group. It includes corporate and commercial customers who are core to us, and they typically live and work in our key cities, and they typically fall into the six commercial segments that you’ve probably heard a lot about, and you see them on our website, plus sort of individual change makers. They care about things like climate and sustainability and rights of immigrants and workers, and all the things that we talk about. So, our first job is to really deepen our relationship with those customers. So, we’re now synthesizing and analyzing customer data and feedback, and we’re fine-tuning just our understanding of their needs and their concerns. They came to us because of these shared interest, so we have the opportunity to really as I say deepen our relationship there and solve more needs for them, including socially responsible lending and asset management. So, you’ve heard us talk a lot about C-PACE. You may be aware that first quarter of next year we’re launching our, what we call responsive funds, which are essentially socially responsible funds. We think there’ll be a great deal of interest. We’re in sort of the pre-launch phase, and we’re seeing that there’s great interest among core customers. Then you’ve got these group of individuals and commercial entities that are not today our customers, don’t know us very well, but still share some of these interests and passions. These are people who are like our customers, and that they could be early adopters and game changers in the space. We also think there’s an emerging group, so more and more people are becoming interested in this space. So, these customers have or prospects have similar characteristics as our base, and we think we again, we’re uniquely qualified and focused on them. What we will be doing there is just leveraging external data where we will identify them and then build and grow our presence, just meeting them where they are, and in fact often where we are, whether that’s in social, whether that’s experiential, or in other ways. What I think is exciting about this is that, we’re able to tell our stories to more companies that look like our current customers, and it’s not a monumental lift. So, we don’t think there’s a significant investment to get closer to these customers in the short run. As I said, we’ll evaluate future brand build outs over time as we build out the strategy.