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INCREASING UPTAKE ON A SAAS FINTECH PRODUCT
● ABM CAMPAIGN
● SAAS PRODUCT MARKETING
How a highly segmented communication campaign boosted revenues through the use of a client self-service platform.
THE CHALLENGE
The company’s strength lay in its high-touch, relationship-driven service, with account managers maintaining regular phone contact with clients. However, this approach limited scalability, particularly among lower-volume FX clients whose needs didn’t require dedicated account management.
To optimise resources and retain these clients, the product team developed a new online payments platform with tiered permissions, allowing smaller clients to self-serve while keeping premium, high-value clients under direct management.
The challenge was to encourage adoption of the platform without undermining the company’s personable service model, driving both usage and efficiency without diminishing brand perception.
THE STRATEGY:
EDUCATE, ENGAGE AND ENABLE
We launched a targeted ABM email campaign aimed at clearly defined client segments within the CRM. Each group received personalised messaging tailored to their account type and FX volume. The campaign was structured to educate, incentivise, and guide users through the transition to online payments.
Key campaign elements included:
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Informational assets such as how-to guides, demo videos, and FAQs to build confidence in using the platform.
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Automated email workflows aligned with clients’ typical payment cycles, delivering timely reminders and prompts to log in.
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Interactive opportunities including online demo bookings and live walkthroughs to address individual queries.
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Incentivised participation, highlighting time savings, security benefits, and convenience as key motivators.
This approach combined automation with human touchpoints, reinforcing trust while nudging behaviour change.
THE STORY OF SUCCESS
152
CLIENT
SIGN UPS
78%
SUCCESS
RATE
~£47M
ADDITIONAL
FX TURNOVER
KEY LEARNINGS
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Education builds confidence in digital transitions
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Empowering lower-value clients adds strategic capacity
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Live walk-throughs create a personalised experience beyond what demo videos or written resources can