Work produced while at Centerline Digital (CL), working as a Senior Strategist
Bank of Montreal, Insurance Division
It's always interesting to see how the global community is responding to the opportunities that technology provides. In this case, a financial leader in the Canadian market had the chance to better connect with customers and offer additional services and products online.
Bank of Montreal, operating as BMO Financial Group and commonly shortened to BMO, is one of the Big Five banks in Canada. And, like all banks in Canada, had not taken advantage of channels enabling them to better connect with customers.
When approached with the business challenge, we jumped at the opportunity to help them uncover and implement the most effective methods for selling insurance online. BMO had several product categories they wanted to support, including life insurance, accident & illness and travel. Based on timeframe and resources, we began with a series of focus groups assembled in Toronto, along with vigorous secondary research.
Our testing began with a guided buying experience, which proved to be very well received by focus groups as well as actual customers once we launched the beta test. This test, as well as several others informed the strategy document that was finally delivered.
A PDF or PPT of the presentation is available upon request.