Through deep qualitative research we identified a latent desire for holistic experiences and for a financial mentor among a key demographic segment. Modeling yielded insights on optimal pricing configurations to maintain both consumer appeal and an attractive revenue stream.
We could be the bank that helps people pay down their debt—turning a consumer pain point on its head. What’s more, it enabled a strong brand message to consumer advocates and regulators.
To satisfy the need, we bundled a financial consolidation product with a credit card that had a very unique reward feature: make the minimum payment and we will add to it—to help you pay off your debt faster.
We then piloted a rapid deployment process to put a prototype in market in 56 days—giving us live experience with which to validate the business case and refine the offer to maximize success at launch.