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They know how to build their first investment portfolio

Read how we worked with Portu on the course How to Build Your First Investment Portfolio and what the partnership brought them.

Brief

Young people are interested in investing, but they don't know how to start properly. According to the Investment Literacy Index compiled by Portu, the youngest generation (18-26) scores lowest of all age groups on investment competence.

We delivered

educational course in the app
social media
instagram

Results

Thanks to the course in the app, more and more users are hearing about Portu – always alongside real know-how on how to invest. The target group can make an informed decision to open their first investment portfolio with Portu, which also receives anonymous aggregated data from us on Gen Z behaviour and priorities.

Young people are interested in investing, but…

They don't know how to start properly. According to the Investment Literacy Index compiled by Portu, the youngest generation (18-26) scores lowest of all age groups on investment competence. So we joined forces with the goal of helping (not only) Gen Z start investing correctly and safely. The result is a course in our mobile app that walks you through the first steps of investing. Anyone who completes the course knows how to build their first investment portfolio – and where to head next. We also strengthen critical thinking, which is essential in investing.

What the partnership brings Portu

Thanks to the course in the app, more and more users are hearing about Portu – always alongside know-how & best practices on how to invest.
Thanks to the course, the target group can make an informed decision to open their investment portfolio with Portu.
The ongoing communication partnership online raises awareness of Portu.
We share anonymous aggregated data with Portu about the users taking their course – giving them insight into the behaviour and priorities of the Gen Z audience.

Research first – where does Gen Z stand on investing?

With Portu we set a clear goal: support young people at the start of their investing journey and help them build their first investment portfolio. To make the course relevant, we looked into the barriers that keep young people from starting. We asked not only our Youth Board but also the lecturers who run our financial literacy programmes in schools – about what students bring up. We were also interested in online discussion forums and social media groups – we read through the posts and the discussions under them. The Investment Literacy Index and other research were a gold mine.

Above all, we found that:

young people are interested in investing and want to invest ❌ they don't know how to start
they aren't sure which investment strategy to choose 👉🏼 in terms of horizon, diversification and so on
they aren't clear on basic terms such as ETFs or passive ❌ active investing
they give in to pressure – for example the tendency to sell in a hurry when markets are down; the psychology of investing plays a major role for them

Tereza Suntychová, PR Specialist Portu

Educating the public about investing and finance in general, and raising financial literacy, are among our main goals. Creating a course on the basics of investing was therefore an obvious choice. I appreciate that Nekrachni is one of the few who can bring finance closer to young people with lightness, in a clear and engaging form. Because Gen Z communicates in its own language, it is sometimes hard for us to find the right tone and reach this audience. Nekrachni does it brilliantly, creating relevant and highly creative content that they communicate effectively across channels.

Jakub Rychlý, CEO & Co-Founder Nekrachni

Course participants know the know-how comes from Portu. When they decide to open their investment portfolio, there is a high chance Portu is the name they remember. The course in the Nekrachni app therefore contributes to building the Portu brand. We also pass on strictly anonymous data about which users take the course (and how) – for example age, education or life situation.

We have the audience insights. 🕵🏼‍♀️ Time to build the course!

Gen Z and investing – now we know the what and the how in depth. So we set three main goals that shaped the whole design of the course – the outline, the topics, the content and the focus on practice.

Hand over practical know-how and a checklist of steps that lets graduates build their first investment portfolio.
Explain the basic terms and principles of investing – the bare minimum they need to find their way around the offers.
Focus on the psychology of investing – above all how and why not to give in to emotions such as euphoria when the market rises or panic when it falls.

So our goal is for course graduates to feel motivated to start investing – motivation backed by real arguments and numbers for why it matters. They also understand the basics and feel confident when looking for and building their first investment portfolio. And if they want to learn more, they already have foundations to build on.

We prove the importance of investing with numbers

The course in the app is followed by joint communication online, mainly on Instagram. We create valuable content grounded in the insights we found. That connects the Portu brand with expertise and independent content (we sell nothing and recommend no specific products).

We build on numbers that prove why investing is the better option than, say, saving.
We explain that you can start with a few hundred crowns that will make a real difference down the line.
We name the fears and worries and explain why they shouldn't put anyone off investing.

Tereza Suntychová, PR Specialist Portu

We worked with Nekrachni across several topics and communication channels – from a series of posts about financial security in old age to an educational course on the basics of investing inside their app. The collaboration was always smooth – from developing the overall concept to preparing content for social media. I greatly value their creative approach and quick communication. I believe the cat memes explaining how stock markets work will amuse more than just young people.

Fancy working with us too?

+ 420 773 319 015 hello@nekrachni.cz