Raiffeisen International Fund Advisory (RIFA) is the Advisory company operating in Italy for the Austrian Raiffeisen Capital Management (RCM).
RIFA had the need to create a specific "bottom-up" strategy for the retail financial market in order to involve and commit Italian Personal Financial Planners to sell Raiffeisen Capital Management investment funds.
The strategy required approaching as many financial planners as possible all over Italy, but the RIFA Italian office could rely only on a few of their staff. RIFA needed both to create brand awareness around RCM funds and to make people understand technical and qualitative characteristics of those financial products, but it was impossible to follow Personal Financial Planners networks "physically".