simple shared accounts
Banking startup Simple launched a new product: bank accounts that can be shared between any two people, regardless of relationship status. Simple offered an opt-in beta period first, followed by a full rollout to all existing customers and the public.
Involvement
• My roles: Content Marketing Specialist, Lifecycle Marketing Specialist
• Reporting to: Lifecycle Marketing Manager, Director of Marketing
• Cross-functional team: Brand & PR, Marketing, User Research, Product Design, Product Marketing, Development, Engineering
The plan
• Company blog posts: Beta period thought leadership, use cases
• Press release: Launching Simple Shared accounts
• Customer education: Onboarding and milestone emails
Thought leadership
During the beta period, I worked with user research, product design and engineering to produce a series of blog posts by a group of company thought leaders. These blog posts were not only aimed at beta customers seeking updates, but also to encourage our wider customer base to sign up as a beta participant.
“As much as we test internally, our real-world relationships with people and money are so much more complicated and interesting. In trying to build something to help people be more confident in all kinds of financial relationships, we’re setting out into new territory.”
Customer stories
To communicate the launch of Shared accounts, I interviewed Caroline and Vincent, a couple learning to blend finances and set savings goals using Simple. Their testimony helped build buzz with our existing customers, and the content created was then re-used for social images and videos.
“Opening a Shared account made it easy to save jointly before moving in together”
Customer lifecycle emails
A series of customer lifecycle emails were launched along with the product, aimed at giving customers a guided tour of their new surroundings. After a customer opened a Shared account, they began receiving triggered emails to help with account set up and education, as well a few notes of celebration along the way.
Many of these emails have been featured on Really Good Emails: an website showcase of email design and resources. Take a look:
The results
From beta announce to launch, 10% increase in customer base
72% open rate on Welcome email series
8.6% click-to-open rate on Welcome email series
14% increase in company NPS after launch