Improve segmentation of intermediaries and end customers based on transactional and contact behaviours
Having experienced an increase in fund withdrawal and external transfers, the pension provider wanted to understand the role played by intermediaries in the customer's decision. The client asked PA to analyse the behaviours of intermediaries and help create an actionable segmentation model to support account management activity.
How PA helped
PA analysed transactional and contact data to derive new segments. The tendency of IFAs to move money away from our clients' customers at retirement was combined with overall share of wallet data. This provided a new perspective on those IFAs that were advocates, detractors, switchers or passives
Benefit for the clients
The analysis provides the opportunity to better tailor account management interactions.