Money Mindsets & Spending Hangovers

End-to-end CRM

Loyalty Strategy & Management

Data & Analytics

Challenge

Young people, untrusting of big banks and wooed by social media ‘gurus’, are facing a financial literacy gap. Confidence outweighs experience as financial pressure mounts.

Craving authenticity and connection, speaking to Gen Z as a cohort wasn’t going to cut it.

Westpac needed to deliver relevant financial guidance at scale, while feeling intimate – without relying on complex data models.

Insight

The 18–29 cohort isn’t one mindset, it's many. People already understand how they think about money, and they need specific advice tailored to the ways they spend, save, borrow and invest.

Personalisation doesn’t have to come from existing customer data. What if we could find a compelling way to drive young customers to self-identify their money mindset?

Designing a self-select personalisation engine

Solution

We introduced three researched money mindsets into communications triggered when young customers become adults.

It was a self-selecting, no-code personalisation solution that anchored directly to gamified money management advice — tailored to the way they think about money.

Gamified advice for different money realities

Westpac turned everyday money moments into simple, gamified ‘choose your own adventure’ eDM experiences.

Customers could self-select their spending style through a scored quiz, unlock tailored myth-busting advice, take on practical and progressive micro-challenges and gain access to contextual tips triggered by real financial moments.

The tips earned an average dwell time of almost 3 minutes, indicating high levels of interest from our target audience.

Using peak spending moments to deliver personal relevance

Black Friday drives impulse spending, and created the perfect moment for behaviour change.

We launched a triggered content experience that asked customers to look into the future, turning the potential of a spending hangover into positive action.

Excellence in Financial & Banking Marketing Strategy

The result? Westpac earned Excellence in Financial & Banking Marketing Strategy at the NZ Marketing Awards 2025, driving a 217% increase in visits to its Managing Your Money pages.

110%

Increase in main bank customers from FY24 to FY25
52%

Boost in new-to-bank customer acquisition (YTD)
245%

More time spent on relevant pages compared to site average