Solutions
Reward the behaviour you want more of.
Six programmes a bank or fintech can start with. Each ties a recurring data benefit to a behaviour that grows your business, and each is measured against a control group.
Programmes
Choose a behaviour. See how a programme would work.
For each one: the objective, who it is for, what qualifies, the benefit, what customers see, how it is measured and what to decide first.
Win the salary account
Become the account where income lands first. A salary account is the clearest sign of a primary relationship, and the balances and spending that follow it.
- Who it is for
- Customers who already hold an account with you but appear to receive their income somewhere else, as your own data shows.
- Qualifying behaviour
- Salary or regular income paid into the account each month.
- Benefit and how often
- A monthly data allowance that unlocks in weekly steps for as long as the salary keeps arriving. Stop the salary, and the unlocks stop with it.
- What the customer sees
- The customer sees your data plan in your app and messages: “Your salary arrived. This week’s data is ready.” Each week they keep qualifying, the next step unlocks.
- How it is measured
- Salary accounts moved to you, compared with a matched group that was not offered the plan, and how many stay in place after the programme.
To decide in planning
- How income is recognised in your data, including people paid weekly or by more than one employer.
- Whether partial or irregular income should count.
- How the offer fits any salary-account benefits you already run.
Next step: Estimate what a moved salary account is worth to you, then size a first test group. Discuss this programme
Grow balances
Grow the low-cost deposits you can lend, by giving customers a reason to hold more with you.
- Who it is for
- Active customers with room to keep more of their money in your account.
- Qualifying behaviour
- Holding an agreed average balance, or growing it, through the qualifying period.
- Benefit and how often
- Data unlocks each week the balance is held. The customer can see exactly what keeps the next week coming.
- What the customer sees
- A clear target in your app (“Keep your balance above your goal this week”) and a confirmation when the week’s data unlocks.
- How it is measured
- Extra balances against a matched control group, what those balances are worth to you, and the programme cost for each extra unit of balance.
To decide in planning
- Average balances resist money being moved in just before a check and out just after.
- Customers who would have held the balance anyway still qualify, so the comparison group is what shows the real effect.
- Thresholds that suit different customer groups.
Next step: Agree the value of an extra unit of deposits, then design thresholds backwards from it. Discuss this programme
Build everyday transactions
Make your card, app or account the everyday habit. Frequent use builds the relationship and gives you more chances to offer credit.
- Who it is for
- Customers who use you occasionally and spend most of their everyday money elsewhere.
- Qualifying behaviour
- An agreed number of qualifying payments or transfers each week, of the kinds you choose.
- Benefit and how often
- Weekly data while the habit continues, so the reward is tied to the routine, not to a single purchase.
- What the customer sees
- Progress the customer can see (“Two more payments to unlock this week’s data”) and an unlock message when they get there.
- How it is measured
- How often customers transact compared with the control group, and the value of those extra transactions to you.
To decide in planning
- Which transaction types count, and which do not, such as transfers between a customer’s own accounts.
- Minimum amounts that stop tiny transactions being used to qualify.
- How the programme interacts with existing fees and cashback.
Next step: Pick the transaction types that matter most to your economics and model their value. Discuss this programme
Activate new accounts
Turn new sign-ups into active customers, instead of accounts that are opened and left empty.
- Who it is for
- Customers who opened an account recently but have not funded it or started using it.
- Qualifying behaviour
- A first meaningful action, such as funding the account and making first payments, then continuing week by week.
- Benefit and how often
- A first unlock when the customer reaches first value, then weekly unlocks while they keep using the account.
- What the customer sees
- A simple welcome path in your channels: what to do first, what it unlocks, and what keeps it coming.
- How it is measured
- Share of new customers who become active, how quickly they get there, and whether they are still active weeks later, each compared with a control group.
To decide in planning
- Defining first value as something the customer actually experiences, not just a sign-up step.
- Removing friction on the way there. A reward cannot fix a blocked onboarding path.
- Account limits and verification levels that affect what new customers can do.
Next step: Map the path from sign-up to first value and find where customers stall. Discuss this programme
Wake dormant accounts
Bring dormant or inactive customers back, and keep them active rather than winning a one-off return.
- Who it is for
- Customers whose accounts have gone quiet, as you define inactivity.
- Qualifying behaviour
- Returning to the account, then keeping it active for consecutive weeks.
- Benefit and how often
- Data that unlocks for each week of renewed activity, so the value builds as the habit returns.
- What the customer sees
- A personal invitation in your channels, then the same weekly rhythm: keep using the account, keep unlocking data.
- How it is measured
- Customers still active several weeks after returning, against a control group. A single login or transaction is not counted as success.
To decide in planning
- Which customers you have permission to contact, and through which channels.
- Rules and processes that already apply to dormant accounts.
- Separating customers who return for the reward and leave again from those who stay.
Next step: Size your inactive base and agree what lasting reactivation means for you. Discuss this programme
Move customers up to premium
Deepen relationships by helping more customers reach, and stay in, a premium or relationship tier.
- Who it is for
- Customers close to the criteria for your next tier.
- Qualifying behaviour
- Meeting the tier criteria you already set, such as balance, income and activity, month after month.
- Benefit and how often
- A larger recurring data plan as part of the tier, which keeps arriving while the customer keeps the relationship.
- What the customer sees
- Your tier benefits include your own data plan, shown in your brand alongside the other things the tier offers.
- How it is measured
- Tier upgrades and how long customers stay in the tier, against a control group, and revenue for each tier customer.
To decide in planning
- How the data plan sits with existing tier benefits.
- The cost of the benefit against the value of a tier customer.
- Keeping the qualifying rules simple enough to explain in one sentence.
Next step: Compare the value of a tier customer with the cost of the benefit for that group. Discuss this programme
Illustrative programmes. Your rules, thresholds and amounts are set with you.
Further applications
The same rhythm, in other places.
Worth exploring once you know which behaviour matters most. Not separate offers.
Fintech wallets
Regular wallet funding or repeat payments can qualify in the same way, using the activity your platform already records.
Business and merchant accounts
Where you can measure collections or payments activity, the same weekly rhythm can reward businesses that run their money through you. Scope is agreed in planning.
One plan across behaviours
Once single behaviours are proven, they can combine into your own branded data plan, with a mix that fits each customer group.
Every programme starts the same way
One behaviour, one test, one clear answer.
Name the behaviour
Pick the one behaviour that matters most to your growth goal.
Price the change
Work out what a change in that behaviour is worth to you, using your own economics.
Test it
Run it with one group of customers against a matched control group.
Scale what pays
Grow the programme only where the results earn it.
Which behaviour matters most to you?
Tell us the behaviour and the customers you have in mind. We will show you how a first experiment could test it.