NatWest Savings Index: From audience to automated conversation targeting​

Client: NatWest

Traditional audience buying assumes people sit inside fixed boxes: an age bracket, an income band, a life stage. But in finance this has changed. A 23-year-old asking a savings question in a Reddit thread might get answered by a 45-year-old stranger, and that exchange could then be picked up by an LLM to answer a completely different question from a 34-year-old.

In-market audiences are no longer fixed. They are transient, forming around questions and intersecting through platforms and machines. Rather than buying audiences defined by who people are, NatWest targeted the conversations people were actually having, using 1st, 2nd and 3rd party data to build a conversation engine from the voices of 10,000 people, fuelling savings content across communities and turning LLMs into part of NatWest's targeting and distribution.​ The result? A 168% surge in account openings, and NatWest became #1 for organic and machine-cited savings advice.​ NatWest didn't just enter the conversation. It became the answer.​