4 KEY TAKEAWAYS
- AI speeds things up but human expertise makes it trustworthy.
- Trust is where SEO and brand strategy meet.
- The writing job shifts (but does not shrink).
- Collaboration is critical.
Ulicny partnered with one of the world’s largest retirement providers to create a suite of search-optimized articles on target date funds. We were asked to deliver clear, investor-friendly education that strengthens trust, while ensuring the content would surface prominently when retirement investors search for answers online.
By combining AI-enabled research with human judgment and compliance-first writing, we helped the firm protect its brand voice while competing effectively in one of the industry’s most crowded search categories.
The challenge
A leading global retirement provider asked Ulicny to create a series of educational articles designed to:
- Explain target date funds in plain, investor-friendly language
- Reinforce the brand’s credibility in a crowded marketplace
- Improve search visibility in one of the industry’s most competitive categories
The firm also wanted to understand how AI could play a role in making the process more efficient—without putting trust, compliance, or brand voice at risk.
How we addressed it
Ulicny writers and designers partnered closely with the client’s marketing and compliance teams to:
- Use AI tools for research, keyword discovery, and early draft structures
- Apply expert human oversight to refine language, align with brand voice, and ensure compliance readiness
- Design educational visuals and internal links to strengthen investor understanding while improving search performance
- Build a connected content library that answered the most common investor questions: returns, glide paths, fees, rollovers, and investment mix
What to know about SEO
Search engine optimization (SEO) makes it easier to find your content online. But the key is still creating content that offers real value.
- Start with clear, valuable writing—not tricks
- No optimization can fix weak content
- AI can help but humans ensure trust and quality
Relevant findings for asset managers:
- AI speeds things up but human expertise makes it trustworthy.
The technology helped us draft and organize quickly, but accuracy, tone, and compliance required human intervention at every step. - Trust is where SEO and brand strategy meet.
The best-performing articles weren’t just keyword-rich—they anticipated investor concerns, explained complex ideas clearly, and reinforced confidence. - The writing job shifts (but does not shrink)
AI moves drafting faster, but most of the effort is now in judgment, editing, and refinement. That’s where expertise delivers value. - Collaboration is critical.
Success required writers, SEO strategists, designers, and compliance experts working together—AI didn’t reduce the team, it changed how they contributed to the end goals.
