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VanEck's Global Expansion: Leveraging Translation for Financial Opportunities
Technology Category
- Application Infrastructure & Middleware - Blockchain
- Functional Applications - Enterprise Asset Management Systems (EAM)
Applicable Industries
- Cement
- Semiconductors
Applicable Functions
- Sales & Marketing
Use Cases
- Asset Lifecycle Management
- Machine Translation
The Challenge
VanEck, an asset management company known for its innovative financial solutions, was looking to expand its reach into international markets. The company's philosophy of providing investors with access to opportunities that strengthen their portfolios led them to be one of the first asset managers to offer clients access to international markets. However, the challenge lay in effectively communicating with local investors about global growth opportunities. The company needed to translate their website content, regulatory documentation, and marketing materials into multiple languages to cater to different regions. Additionally, the rapidly growing market of exchange-traded funds (ETFs) and exchange-traded notes (ETNs) presented a challenge in terms of marketing these products to a broad audience. The company also faced the challenge of maintaining balanced communication, highlighting both the strengths and risks of their products.
About The Customer
VanEck is an asset management company with a long history of recognizing growth potential in the global economy. The company is known for providing innovative financial solutions that help clients build a diverse investment portfolio. VanEck was one of the first asset managers to offer their clients access to international markets, demonstrating their commitment to providing investors with opportunities that strengthen their portfolios. The company offers exchange-traded funds (ETFs) and exchange-traded notes (ETNs) that allow customers to indirectly invest in cryptocurrencies. VanEck is experiencing growth across Europe, the US, and Latin America.
The Solution
To overcome these challenges, VanEck partnered with Lionbridge, a company that provides translation services. Lionbridge supported VanEck's expansion into European markets since 2019 by translating their website content, regulatory documentation, and marketing materials into eleven European languages. This fully automated workflow seamlessly connected Lionbridge's tech stack with VanEck’s infrastructure, enabling VanEck to communicate effectively with local investors. In addition, VanEck's Head of Marketing and Product Strategy for Europe, Sander Zboray, focused on promoting and developing a range of innovative ETFs and ETNs that provide diversification at relatively low costs. The company also leveraged digital marketing campaigns to reach a broad audience. Furthermore, VanEck ensured balanced communication by highlighting both the strengths and risks of their products, providing a more rounded view of the market for their customers.
Operational Impact
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