Old Mutual Bank
A bank built to give more than it takes.
Helped Old Mutual launch a consumer fintech brand built to give customers more than it takes, guiding identity, brand position and product with the UX teams.
the challenge
Africa’s largest insurer Old Mutual aimed to launch a new consumer-facing fintech brand but sought to understand what would make them compelling and distinct. In a market where many banks overpromise and under deliver, with limited mobile data for many – how could the brand leverage scale and trust to offer a better alternative?
the strategic choice
Develop a banking brand, product offering and user experience that gives users more than it takes from them – shifting the dynamic of the category with its launch.
my contribution
Co-Founder / CSO at We Are Rival.
what changed
The insight
Banks are one of the most involved brands in a consumer’s life, so why is it that many aren’t liked or respected by the consumers who bank there? They are often perceived to take money and not give anything back for consumers' time, loyalty or cash.
The strategy
Research came first. Acting on what it showed, we provided guidance on identity, brand position and product development, working directly with Old Mutual’s product and UX teams.
The work
