Forty-nine percent of savers have low confidence in investment products, and Skipton Building Society wanted to change this. They have the financial advisers and expertise to support and build trust with people, to give them a better understanding of their financial position and make great advice more accessible.
That’s why they tasked us with creating a digital tool to engage with customers and position Skipton as the go-to experts for financial advice. The tool would also capture data for their lead generation programme.
The aim was to grow the financial advice customer base by targeting the pre-retired affluent ABC1s, aged 40-65. But by analysing Skipton’s existing customers and working with Experian, we identified a new core audience as being higher income households with an average age of 41-55.
Our insight showed that a considerable proportion of our audience – time-poor and with young families – dismissed the term ‘Financial Advice’, believing it relates to those more affluent than themselves.
The engaging online tool we created showcased our creative, technical, strategic and financial services expertise.
Designed to help people make sense of their personal situation and the state of their longer-term financial circumstances, the tool featured a ‘what next?’ quiz which posed them questions about their life now and the life they might want in the future.
Our strategy was to ‘trigger’ thoughts around the lifestyle forks in the road that we all face, by asking personal questions of the customers and by using gamification to soften the messaging.
Never ones to stand still, we continuously improved the tool’s UX, copy and online targeting to deliver over and above the original goals.
The campaign generated 25% more leads than the target set.
74% of people who answered the first question went on to complete the quiz and CTA.
12% of users who landed on the results page either signed up to the newsletter, requested a callback with a financial advisor or called Skipton.
Since launch, of all the people who have landed on the first page of the tool, over 34% have gone on to interact with it.
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