Banking on personalization: 90% nudge engagement

• Industry: Financial services
• No. of employees: 9,000+
• Countries: 60+

The challenge

BNP Paribas is one of the strongest banks in the world, with one of the largest international networks. Diversity and inclusion sit at the core of how it operates, and the bank is known in the benefits world for pushing boundaries, an ambition recognized across the industry.

That ambition created a challenge worth solving. BNP Paribas offers a comprehensive range of reward and wellbeing benefits, but a benefit only works when the right person knows it exists at the moment they need it. Across a large, diverse workforce with very different financial lives, blanket communications were never going to cut through. The bank wanted every employee to discover and use what was genuinely relevant to them, not just what landed in an all-staff email.

The solution

BNP Paribas chose nudge, and the two have worked together since 2017. The fit was deliberate: nudge is built to send the right content to the right person at the right time, which mirrors exactly how the bank wants to communicate.

Working closely with BNP Paribas, nudge advises on the campaigns most likely to drive take-up of its reward, wellbeing and benefit offers. Personalized, timely prompts reach each employee through their channel of choice, whether email, SMS or WhatsApp, guiding people toward benefits they might otherwise overlook, from the share plan to the mortgage advisory service. The same approach promotes internal moments, including the bank's annual benefits webinar series and a family-focused event offering money guidance for parents.

The guidance also follows the moments that matter in a person's life. Lifestyle prompts reach employees around real events the bank knows about, such as a pay rise or a house move, with relevant content on what that change means for their money and a timely reminder of the actions worth taking, like increasing pension contributions.

Because money is rarely an individual matter, BNP Paribas extended the same support to employees' families. Friends and family memberships gave loved ones their own access to nudge through the cost-of-living squeeze, and employees told the bank it left them feeling more connected to BNP Paribas than ever. Alongside this, reward prompts nudge people to keep their benefit choices up to date, so their selections keep pace with their circumstances.

The results

• 90% of employees engage with nudge
• $81.6 million total value of mortgages arranged through the advisory benefit
• 45% average employee engagement on lifestyle prompts
• 37% increase in benefit webinar sign ups

The mortgage advisory work shows what targeted guidance can do for the business, turning awareness into 149 completed mortgages and tens of millions in approved lending. Engagement runs deep elsewhere too, with nine in ten employees active on the platform, a rare level of reach for a benefits program. And by extending guidance to families, BNP Paribas turned financial support into something employees feel personally, strengthening the connection between people and the bank.