Global Bank Unlocks Customer Growth with Moroku Odyssey and On Ramp
Challenge: Low Product Penetration Among Retail Customers
A leading global bank faced a significant engagement challenge:
60% of its retail customers held only one account.
Despite offering a wide range of financial products, the bank struggled to deepen relationships and encourage customers to explore and take on additional services, particularly in areas like trading and investment.
The bank recognised that traditional digital banking interfaces were transactional, not transformational. They needed a new approach to activate, educate, and motivate customers to grow their financial footprint.
Solution: Gamified Engagement with Moroku Odyssey + On-Ramp
To address this, the bank partnered with Moroku to deploy a two-part solution:
1. Moroku On-Ramp: Strategic Experience Design
Using the On-Ramp methodology, Moroku worked with the bank to:
- Map customer journeys and identify key behavioral triggers.
- Design a gamified experience that aligned with customer goals and bank KPIs.
- Prototype and test engagement mechanics that would drive product uptake.
2. Moroku Odyssey: Engagement Platform Deployment
The bank then implemented Moroku Odyssey, integrating it into their digital banking app to:
- Deliver personalised missions and rewards for exploring new products.
- Use real-time data to trigger nudges and challenges.
- Create a game-like environment where customers could level up their financial skills and unlock new features.
Results: Significant Uptake in Trading Accounts
The impact was immediate and measurable:
🎯 68% of participating customers (“players”) opened a new trading account
📈 Marked increase in multi-product relationships
💡 Improved customer understanding of investment options through interactive learning
By turning banking into a journey rather than a chore, Moroku helped the bank transform passive users into active participants in their financial lives.
Conclusion: Engagement is the New Loyalty
This case demonstrates how Moroku Odyssey and On-Ramp can help banks:
- Drive cross-sell and upsell through behavioral design.
- Increase customer lifetime value.
- Build emotional loyalty in a digital-first world.
🔗 Learn more:
Consumers globally hold an average of 7.4 banking products across all their various relationships. Having an average of less than 2 is a big problem as it ranks banks in the digitally unengaged class according to The Financial Brand .
Whilst wallet share has always been held in high regard, Open Banking has put more pressure on banks to protect their customers through value. Global pandemics, war and climate change have demanded that banks compete digitally.
The Moroku On Ramp design sprint ran over 12 weeks to deliver and test a mobile banking app operating against the Moroku Odyssey platform.
What makes On Ramp different to every other ideation and design process run by other firms is our proprietary and unique telos, unleashing the potential of users, to be great with their money through the power of game; building missions and challenges for players to build skills, create habits and win with their money.
Ease of use, as a design principle and as used by almost everyone else, lacks this essence.
In testing, 68% of users who had never owned an investment product with the bank, were cross sold into a new investment product.
That is an incredibly high conversion rate when compared to single figure industry averages.
90% of registered users, commenced and completed their first mission with this number dropping off as missions got harder.
Critically, 80% of users who failed a mission retried that mission. This is an important statistic as it leverages the learning power of game that allows players to fail, learn and have another go.
In this project the On Ramp Design Sprint unearthed the opportunity to help people have fun while failing, learning and building habits that persist and generate sustainable returns, better, regardless of the markets and the data as they learnt the power of investment fundamentals.
The Moroku magic combined to unearth an innovative way to build customer engagement, which through agile best practices, was done at speed and economics unheard of within large institutions.
Archetypes
Players choose avatars based on Jungian archetypes to assign risk profile
Content
Consumers expect and enjoy consuming content, learning and understanding context
Competition
Players compare results to those of investment masters and doing nothing
Missions
Over a series of missions and challenges, players learn the fundamentals of trading and financial instruments, giving them confidence to trade.