Tapping into the affluent opportunity in the Philippines

Our client had set an aggressive growth target to acquire new customers and build a deep and sustained relationship beyond basic transactional banking. In a market dominated by large banks with legacy and extensive networks, the challenge for our client was to meaningfully differentiate themselves.

The Central Question: How do we create a compelling value proposition to connect with our target group?

We used a qualitative approach to conduct interviews with affluent consumers and understand their wealth ambitions, their needs and pain points in banking and how they perceive different brands in the market. The insights were then fed into a proposition development workshop with key stakeholders. The workshop was designed and led by Right Angles. At the end of the workshop the team developed Value Proposition concepts which were then taken forward into development and execution.