State Trustees primary challenge is that they operate in a category that deals with some of life’s most difficult decisions. There’s a cloud of negativity around products and services such as Wills, Executor Services, Powers of Attorney or Deceased Estates. Worse still, the whole category is bogged down by legal jargon which confuses and alienates.
People find this confronting and don’t want to think about it, so they put off arrangements or never prepare for when the worst thing that can and does happen.
Our aim was to become the most emotionally connected brand in the category – to inspire trust and make State Trustees the first choice when you need to prepare for the inevitable.