About
Kept is committed to assisting customers in achieving their financial dreams more easily, quickly, and effectively, aiming to become a digital personal financial management platform for the younger generation.
Innovation presentation
Krungsri reinforces its mission to provide financial services under the strategy of Make Life Simple and continues to enhance its leadership in digital banking by launching an innovative digital banking initiative, under the new brand “Kept by krungsri” targeting digital savvy younger generation.
Kept, a pure digital bank, structures the organizations around different stages along customers’ journey from digital adoption and consideration, digital onboarding, digital engagement, and digital servicing. As part of Krungsri digital transformation strategy, Kept has enhanced Krungsri’s digital banking capabilities, improve digital experience, and enable business agility and digital readiness for competing in the future banking.
Uniqueness of the project
Kept is committed to assisting customers in achieving their financial dreams more easily, quickly, and effectively, aiming to become a digital personal financial management platform for the younger generation.
Kept focuses on three key aspects of customer experience (CX) to ensure that customers feel satisfied with our brand. These are Convenience, where cutting-edge technology simplifies money-saving and aligns with customers' lifestyles; Security, which provides confidence and peace of mind in securing their financial future; and Empowerment, enabling customers to achieve their goals while enjoying life simultaneously.
For customer experience, we ensure that our product, is user-friendly, useful, and consistently aligned with our brand experience. Furthermore, Kept utilizes data and analytics to gain insights and gather new information, allowing us to create new products that align with our customers' needs. Additionally, we implement event tracking to identify any customer challenges during their journey and evaluate how they complete tasks with ease. Kept continuously measures the performance daily and optimizes both product and marketing strategies base on insights. This involved a refining tactics to improve our products and services before delivery to our customer.
Kept by Krungsri aims to help customers in managing money and maintaining healthy financial discipline. Kept application is built with cutting-edge technology on the new digital core banking platform, creating four innovative savings (Kept, Grow, Fun (2020) ,Together (2021)) and investment ( Kept Invest (2023)). By using Human-Centered Design, all features in Kept were created based on insights to solve customers' pain in money management.
Saving becomes a more enjoyable and attainable experience when using the Kept app, setting it apart from other mobile banking platforms.
Key differentiation
1) Distinctive digital savings accounts that were not previously available in the market. They come with automated saving features that help save while customer spend via online (Fun savings) and help automatically sweep money from low interest to higher interest every day (Kept savings and Grow savings). Grow account brings the benefits of high liquidity from savings account and high-interest rate from time deposit into one product. The rate is locked for two years inspiring customers to save money longer while enjoying the flexibility to withdraw money with no condition.
2) Inspiring multiple purpose group savings: Together savings is solely owned saving account with joint account features. Created based on insight ‘Customers save and manage money with someone with the same purpose’. Together savings provides features for ‘Money manager’ or account owner to create multiple Together accounts for different group of members with different purposes. The owner can invite or remove members, set up target saving goal, view transaction history, deposit money and withdraw money from the accounts. Once the owner invites members to specific account, members can view balance and transaction, can deposit money into the account but cannot withdraw money and will get notification when owner take out the money. Together savings help make the saving process easier and transparent. Together savings can also be used by an individual who have multiple saving purposes without involving other members as well. This helps keep all the saving goals together in one place, easier to track, better to manage, more likely to achieve.
3) Growth savings by Kept Invest: After saving money in Kept style, we take into account the deposit balance and are ready to grow with the modern era of investment, so we continue to growth customer money with Kept Invest by partner be neutrality with FINNOMENA, the well-known mutual fund brokerage securities company in Thailand. Our customers can conveniently see both their savings and investments through the 'My Wealth' feature on our app. We offer a wide range of investment options, including five master plans and several customized options designed to meet various financial goals. This comprehensive approach enhances our customers' chances of achieving investment success. The experienced fund management team at FINNOMENA manages funds from various asset management companies, offering a wide array of investment opportunities. All of this is available in one comprehensive app, along with a library of valuable investment tips.
4) Simple, speedy, and paperless onboarding experience: Kept offers a self-service onboarding with identity verification using blockchain technology of Thailand’s National Digital ID infrastructure (NDID). New customers can open their first digital savings accounts on their mobile from anywhere in 5 minutes with no paperwork to sign.
5) Digital service with in-app Live chat: Customers can make an inquiry to various touchpoints including 24/7 Live chat on the application, Kept call center, Kept Website, and social media platforms. Customers can change mobile phone and change device with convenience and security from the application using biometric identity verification.
6) Seamless referral program on application: All referral activities were done in the application, creating frictionless customer experiences. Cash rewards deposited to their account in less than 15 minutes with notification of successful referral. All process was done automatically, eliminating backend operation and human errors. Real-time referral dashboard allow customer to success on the application.
7) Gamify banking application: Bring the challenge as the key according to human’s innate desire for completeness, tracking progress, and achievement. Kept applies fun features of games and design elements in the application to make savings more fun and inspiring.
a. Kept mission: Convert essential functions and features into missions for customers to achieve so they might seek for completeness on the achievement
b. Grow slip bar & interest earned: Motivate customers to complete the bar by saving more money while they can see interests to boost willingness to save more and more
c. Fun special campaign reward: Challenge customers to complete task to get bonus rate reward every month.
d. Together savings: We added another core gamification, which is “Social influence” to let people join on one savings account. As a group quest, customer can create the mission, goal, and name the jar. Using social influence on Together savings, customers can invite friends to join the jars, save together and complete the mission as a group.
