Focused on promoting private retirement savings in Spain; a country with low replacement expectations and a growing elderly population. This, combined with the fact that the country's offerings are product-centered rather than solution-oriented with unique experiences.
We co-created 2 value propositions involving more than 50 people from different areas of the organization. One aimed at the 50-year-old segment, focusing on boosting retirement savings through a solution that optimizes tax benefits and liquidity. The other proposition targeted the younger segment, focusing on cultivating long-term savings habits through a mobile-first digital solution with a supporting brand: "powered by Santander." All based on a business case that secured approval for an investment budget of approximately USD 5 million.
Market share in the pension business declining. Multiple decision-making areas. More than 50 people from the organization involved, 4 prototypes designed and tested in less than a month. 9/10 customer feedback after prototype testing.
5 prototypes tested, 20 testings
Launch in 9 months
With an investment of 5MM, it would be possible to capture 58.6 thousand Pillars in 5 years.
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