The Maybank Premier and Private Wealth regional website revamp project was a business transformation initiative aimed to deliver new sales leads in the high net worth market via digital channels. In just two weeks after its launch, a total of 166 new leads were obtained, far exceeding the KPI of 100 leads in six months.
Capitalising on the insight that many high net worth individuals are networking mavens who use events to pass their business cards around, we invited users to leave their contact details in exchange for exclusive event invites. Meanwhile, a profiler helps deliver personalised content to the visitor, while gaining insights into their interest preferences.
Months after the campaign launched, traffic and engagement have steadily increased. An average of 106 leads are attained every month solely from the websites—a solid door in to this high net worth segment.
And the proof is in the pudding. In Maybank’s latest FY2014 results, the first full year of Regional Private Wealth saw Total Assets Under Management of MYR 13 billion, with 31% being new-to-bank—this despite the lack of any other traditional marketing efforts done on the HNWI segment. Which goes to show that this innovation project is indeed working.