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Selected Case Studies
Shifting a UK Challenger Bank from Bought to Earned Customer Acquisition
London-based Challenger Bank for Small Businesses
The situation
A UK challenger bank serving small businesses was driving growth almost entirely on paid channels. More than 80% of applications came through pay-per-click, affiliates and app marketing. Digital acquisition costs were climbing across the sector.
The challenge
The ask was to acquire more and better customers at less cost. That required answering a question the bank had never fully answered: who precisely is our ideal customer, and what do we understand about them that no competitor does?
Our team's role
We selected three ideal customer profiles and designed a surround-sound research program to understand them better than anyone else in the market. This included an operator survey, customer conversations and expert interviews. We then translated the findings into a signature research report, a sector playbook and a message house. We built the partnership and co-marketing programme that carried the work into market, and reallocated paid spend toward the defined segment with no net increase in acquisition budget.
Impact
Marketing spend down 14% year on year, while applications from the target customer profile rose 10%. Target-customer accounts worth 1.6 times the revenue per account of non-target customers.
Restoring Trust and Accelerating Conversion After a Data Breach
Leading ANZ Consumer Finance Platform
The situation
Following a significant data breach, the company experienced a sharp decline in trust, awareness, and conversion. While traffic remained strong, customers were dropping out at key moments without clear explanation.
The challenge
Multiple friction points amplified customer anxiety across digital and offline touchpoints. Leadership lacked clarity on which issues were perception-driven versus operational.
Our team’s role
We evaluated the entire customer funnel, from awareness through onboarding and service interactions. We identified where trust eroded and worked with teams to design targeted fixes across digital experience, operations, and customer service.
Impact
Immediate $1M revenue uplift following implementation, with sustained conversion improvements and restored confidence in the brand’s trajectory.
Re-aligning Brand Promise and Customer Experience
Regional Asian Consumer Bank
The situation
The bank’s desired brand perception — trusted, modern, customer-centric — was not being reflected in customer feedback or NPS results. Leadership sensed a growing disconnect but lacked clarity on where the experience was breaking down and which gaps mattered most for growth.
The challenge
Customer feedback was fragmented and difficult to translate into action, and there was no clear prioritization between quick wins and deeper structural changes.
Our team’s role
We conducted 40 in-depth customer interviews to discover and isolate the moments that most strongly influenced loyalty, trust, and advocacy.
Impact
Prioritization of high-impact CX improvements, stronger alignment between brand promise and customer reality, and increased customer loyalty with associated revenue uplift.
Using Thought Leadership to Build Strategic Government Relationships
Leading APAC Life and Health Insurer
The situation
The company sought a closer, more strategic relationship with government stakeholders but lacked a platform to engage.
The challenge
There was no shared agenda linking public policy priorities and commercial strategy, limiting influence despite strong market presence.
Our team’s role
We worked with the CEO and leadership team to design a thought leadership platform that aligned with national priorities across APAC. We started by co-creating a study examining Singapore’s readiness for an aging population; the campaign successfully rolled out region-wide.
Impact
A multi-year, award-winning campaign that strengthened government relationships, expanded across APAC, and positioned the company as a strategic industry partner.
Launching a Global Women’s Health Managed-Care Platform
US Fertility Unicorn
The situation
The company wanted to offer fertility benefits parity to international employees of its largest US clients, but regulations, pricing, and care pathways varied widely by country.
The challenge
Differing IVF laws, cost structures, and access models made global parity difficult and risked creating inequity.
Our team’s role
We conducted a global customer survey of fertility needs and coverage, and a 41-country regulatory and care pathway study. We designed a managed-care product with international optionality, including travel pathways.
Impact
Successful global product launch, strengthened employer relationships, and clear differentiation in the women’s health market.