New ambition. To build a new brand – from ground zero with a New behavioral monetization model placed in the organization’s center.​​​​​​​ Convey that the purpose of our organization is to provide higher financial resilience for our customers. 

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Results. A New behavioral monetization model was introduced as a business value proposition and for expanding the business capacity of the organization. Leaders embraced a new behavioral set of tools to find additional resources in promoting customers’ financial resilience. They monetized new customer behaviors with effectiveness, encouraging further investments. Individual investments increased at down-market, and clients experienced a more optimistic outlook on overall financial well-being. New services, new subscribers, and new revenue streams were added.