Emma Granfeldt, Chief Product Manager - Digital Channels at Handelsbanken, spoke with us about how the bank is turning pocket money into a learning tool for kids.
What led to the creation of Pocket Money Assistant?
It is important for us as a bank to be a part of our customers’ ordinary financial matters -an everyday coach. We wanted to make this “middle-of-life” customer segment more active by helping them with a typical everyday problem. “How much pocket money is suitable to give?” “When to start?” “How do I teach my kids the value of money?” These are the types of questions we want to help with.
In which channels is Pocket Money Assistant available?
It is available for everyone on our public web and also for parents/custodians in the online bank.
What were your objectives and/or KPIs? And what are the results of this initiative? What is the customers’ feedback?
We have used this in a campaign to create a more personalized feeling in the online bank. Customers who we thought would be ideal for this because due to the age of their children got a trigger on their start page. We wanted to see increased commitment and also wanted to know if this kind of innovation would be appreciated by our customers. We got a 9% conversion on that campaign. We can also deduce that we have recurring visitors to this assistant, indicating customer satisfaction. On the public web we can see that this assistant attracts mostly new visitors, through organic search, which leads us to believe that there is a need for this kind of advice out there.