Case Study: MDRT

177 U.S. Media Placements

Reaching 54.6MM readers
922MM+ International Audience Reach

Across Asia markets
88% of Consumers

say technology should complement, and not replace, human advisors

The Challenge

The rise of robo-advisors introduced a false binary: technology vs. human expertise.

As AI-driven tools gained traction in the financial technology space, MDRT faced growing perception challenges. Consumers and media narratives increasingly framed automation as a replacement for financial advisors—undermining the value of human insight, trust, and relationship-building.

MDRT needed to shift the conversation. Not by rejecting technology, but by redefining its role.

Solution

G&S built a data-driven narrative to prove what consumers actually want: a combination of human expertise and technology.

We partnered with Harris Insights & Analytics to conduct a research study examining attitudes toward financial technology and advisory services. The goal was to replace assumption with evidence and use that evidence to reposition MDRT as a leading voice in the future of financial advice.

The findings became the foundation for a broader storytelling and media strategy, designed to spark conversation and reframe industry thinking.

Consumer Research & Data Insights

Uncovered clear evidence that clients value human advisors alongside technology.

We commissioned a quantitative study to assess how consumers perceive the role of technology in financial planning. The results revealed a strong preference for hybrid models—where human advisors are enhanced, not replaced, by digital tools.

Key findings included:

88% believe technology should complement, not replace, human advisors
83% trust human advisors vs. 36% who trust robo-advisors

These insights provided the credibility needed to challenge prevailing industry narratives.

Thought Leadership Narrative Development

Positioned MDRT at the center of the human + tech conversation.

Using the research findings, we built a clear, compelling narrative: the future of financial advice is not either/or, it’s both.

This positioning allowed MDRT to move from reactive defense to proactive leadership, reinforcing its role as an authority shaping the evolution of financial services. Messaging was designed to resonate across audiences, from advisors to media to consumers.

Media & Influencer Amplification

Scaled visibility through targeted outreach and visual storytelling.

We activated the research through a coordinated media strategy, including press releases, infographics, and proactive pitching to trade, business, and consumer outlets.

By packaging insights into accessible, shareable formats, we increased pickup and engagement to ensure the story reached key influencers and decision-makers across the financial ecosystem.

Results

The campaign didn’t just generate coverage, it reshaped the conversation.

MDRT secured 177 U.S. media placements, reaching more than 54 million readers, while global amplification extended reach to over 922 million across key international markets.

The narrative also came to life in a high-profile moment at MDRT’s global conference, where Sophia the Robot presented the findings to more than 7,000 attendees—demonstrating, in real time, how technology and human insight can coexist.

The result was a clear shift: from defending relevance to defining the future of financial advice.

177 U.S. Media Placements

922MM+ International Audience Reach

88% of Consumers

OUR CLIENT