SUPERANNUATION CUSTOMER STORY
Kiwi Wealth achieves 25% increase in customer response and uptake of digital advice tools in-app
Kiwi Wealth (part of Fisher Funds) offers investment services across New Zealand through their KiwiSaver Scheme, Managed Funds, and Private Portfolio Service.
CUSTOMERS
300k+
Tools
Key result:
25%
uptake of communications
Your superannuation members want to feel like you know them.
Challenge
When creating a personalised service for customers, Rhiannon McKinnon, former CEO of Kiwi Wealth (part of Fisher Funds) understood the challenges wealth management companies face. She knew that if Kiwi Wealth wanted to stand out from the competition, they would have to find a way to show their customers that they understood their individual needs and goals.They also knew that lack of transparency could erode customer loyalty and negatively impact the success of the business.
Solution
To address these challenges, Kiwi Wealth began focusing on marketing automation and data-driven marketing. Anna McLaughlin, Head of Marketing Automation, and Tracy Robbins, Growth Automation Manager, knew that personalization was crucial in gaining customer trust and loyalty. They needed to make sure that customers felt seen and understood. Kiwi Wealth also understood that transparency was important to customers.
Rich Phillips, Head of Growth, “knew that customers wanted to know exactly what they were paying for and how their investments were performing”. To address this issue, Kiwi Wealth focused on providing transparency in their investment strategies and fees.
The team at Kiwi Wealth also knew that trust was critical to building a successful relationship with their customers. By using Atomic, Kiwi Wealth was able to provide a personalised and transparent service that built a healthy habit with their customers, ultimately leading to more trustworthy engagement. Atomic allowed them to create a secure in-app environment where customers could have personalised conversations about their investments, which could not be achieved through email.
Key takeaway
Kiwi Wealth also used Atomic to target customers with dynamic content, ensuring that they received the right message at the right time. By constantly monitoring and analysing customer data, they were able to gain valuable insights that allowed them to personalise their service even further.
Through their focus on personalization, transparency, and trust, Kiwi Wealth was able to gain their trust and loyalty. And with Atomic, they could do it all in a way that was efficient and effective, giving them a significant competitive advantage in the wealth management industry.
"Engaging customers in an actionable habit sits at the heart of our retention and growth strategy. We could have spent years building this capability ourselves but wanted to keep up with our customers' needs. So it was crucial that we got a great experience to market quickly… Atomic allowed us to get up and running in a month."
Richard Phillips
Head of Growth, Kiwi Wealth
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