Automatic notifications about investment results

Challenge

A large investment bank noticed that many customers were not checking the performance of their investment accounts. Customers often felt lost in the maze of data, and manually checking performance was time-consuming. Customers were not seeing the progress of their investments on an ongoing basis, which resulted in low engagement.

The bank decided to implement a system that would automatically inform customers about their results in order to increase their engagement and improve their overall investment experience.

Action

1. Data collection
   The iPresso system collected data about the customer's investment portfolio. The customer's communication preferences were also monitored.
2. Contact segmentation
   Users were segmented based on:
   
   1. Type of investment: e.g., customers with equity funds, bonds, balanced portfolios.
   2. Portfolio size: small, medium, large portfolios.
   3. Activity: customers who log in regularly vs. passive customers.
   4. Profit/loss status: customers with a positive portfolio vs. customers with a negative portfolio (to adjust the tone of communication).
3. Sending personalized messages
   The bank launched automatic notifications tailored to specific customers and their portfolios. Emails with clear summaries of portfolio performance were sent regularly. The email contained the most important indicators, as well as a link to a detailed overview. For customers whose portfolios were declining, the message was more delicate and included links to market analyses.‍
4. Push notifications in the mobile app
   Short notifications on the phone informed about significant changes in the value of the portfolio (e.g., “Your portfolio has increased by X% over the last day!”) or about the availability of a new summary. The system also sent automatic alerts in the event of sudden, significant changes in the market that could affect the customer's portfolio, while offering the possibility of contacting an advisor.

Results

• User engagement in the investment app increased by 18% (measured by the number of logins and time spent in the app). 
• The number of subsequent investments and additional payments to existing portfolios increased by 16%. 
• The number of customer service inquiries regarding portfolio performance decreased by 9%, which reduced the workload of advisors and the helpline.
• The overall satisfaction rate of customers using investment services improved by 14%, as confirmed by NPS surveys.