To build long-term engagement, we focused on understanding customers’ evolving needs. By aligning content, tools and products with their life stage, we delivered timely, relevant support that felt personal and purposeful.
We designed and tested a range of tailored options to help customers reach their financial goals, meeting them where they are, emotionally and practically.
Benefits to the customer:
Greater confidence in financial decision-making through timely, relevant guidance
Reduced overwhelm by surfacing only what’s most useful at each stage of life
Improved outcomes by aligning tools and content with personal goals and behaviours
Stronger connection to the brand through a more human, empathetic experience
Legal & General
Empowering customers with goal orientated decisions at every stage of their lives
The problem
Products are presented in isolation, based on internal business structures rather than customer needs.
This siloed approach makes it harder for customers to discover relevant tools and support, often leading to confusion, missed opportunities and a lack of trust.
Context
We had to understand key pain points and opportunities for different customer types at each stage of their life based on the product offering of L&G.
Within each stage, there are various jobs to be done and emotional drivers that would help understand which products would be right for each customer.
Once mapped out we singled out three life events and associated life stages to test whether these could be a driver for a higher degree of engagement leading to increased cross sell and upsell of products.
We created a life stage focussed customer's journey from cradle to grave, mapping the different life events to opportunities where relevant tools and product benefits could be offered.
Focussing on 3 life events:
The 100 year customer
1. Security for me and my loved ones
2. Releasing wealth for children
3. New job and salary increase
Simplified life stage map removing confidential info
Tested concept
We tested a few different options, reviewing ways to engage customers and entice them to feed us information so that we could personalise content to their life stage. The most successful was a tool that allowed them to select two different life stages that described their current situation. These pieces of information, combined with their age allowed us to surface relevant products and content.
The outcome
An ongoing exploration into how we can better understand customer needs at every stage of life, enabling us to deliver more relevant content, tools, and products that support their goals.