Driving financial confidence
How personalised financial guidance increased the likelihood of new product uptake by 3x across Westpac’s customer base.
THE CHALLENGE
Customers were clicking on guidance – elsewhere
As cost-of-living pressures intensified, Australians increasingly turned to FinTok, podcasts and third-party apps for financial education.
The irony?
Westpac already had the content, insights and tools that customers were looking for – from smart budgeting features to real-time spending insights and tailored financial tips.
The challenge wasn’t capability. It was connection. Westpac needed a way to proactively reach every customer with relevant, confidence-building educational support – at scale.
THE Opportunity
Make financial confidence interesting, relevant and ongoing
With access to rich first-party banking data across 1.4 million customers, Westpac had the opportunity to shift from generic email communication to personalised, benefit-led guidance – delivered consistently, as a proactive service via email.
The objective was clear:
- Increase engagement.
- Build trust.
- Encourage deeper product use.
- Strengthen long-term retention.
THE approach
Turning broadcast email to a personalised growth channel
Working closely with Westpac’s marketing team, we re-designed the existing monthly customer relationship emails into a dynamic, modular engagement program.
- Content was structured around clear financial needs and life stages.
- Banking data was translated into simple, relatable insights.
- Modules promoted Westpac’s own tools, content and budgeting features – at moments when customers were most likely to benefit.
- The experience refreshed monthly to maintain relevance and momentum.
The result was not just content, but contextual guidance – connecting with customers when their need for service was likely to be high.
THE outcome
Westpac’s highest-performing marketing email
The program delivered measurable impact across engagement, behaviour and product uptake.
average open rate.
3X
more likely to open a new product within 30-days.
relative increase in new product uptake.
What began as a routine communication became one of Westpac's most effective owned channel for growth.
Why it mattered
Confidence drives connection – and connection drives growth
By proactively sharing the right tools, insights and content with every customer, Westpac shifted from reactive support to ongoing financial partnership.
The program:
- Reinforced trust at a time of heightened financial anxiety.
- Deepened engagement across the customer base.
- Converted data into tangible customer value.
- Strengthened retention through relevance and a service-led attitude.
