Global Retail Investments and Insurance Platform

A well-known global bank faced a need to enhance its image and profile while capturing an increasing share of the profitable, affluent segment by transitioning many of its (current and target) affluent customers away from traditional deposit accounts to investments and insurance products.

Approach:

MCAworks completed detailed qualitative and quantitative research among the affluent segment in 12 countries on four continents. Fundamental needs, problems, concerns, and issues regarding financial services, generally, and investments & insurance, particularly were uncovered. An actionable segmentation scheme and targeting protocol was developed and detailed down to the branch level. Utilizing conjoint and other research techniques, a standardized, global “best bundle” and country-specific strategies were developed.

Results:

The bank’s share – and the loyalty – of global affluent customers measurably increased in all target regions, while the implemented strategy has resulted in increased deposit-gathering. The resulting program was instituted in a large number of additional countries, based on that success.