NatWest Savings Index: From data to human truth​

Client: NatWest

Savings should anchor financial wellbeing, but with 2 in 5 UK adults holding less than £1,000, Britain's safety net was fraying. And when people sought help, they weren't turning to banks. Algorithms had become the new financial advisors.​

NatWest needed to understand exactly where this advice gap was being filled,​ and by whom. A three-phase research project, combining behavioural data, partner insight and a bespoke 10,000-person survey, uncovered the real motivations, anxieties and language behind savings decisions, revealing NatWest was absent from the conversations shaping financial behaviour.​ These insights didn't stay in a deck. They directly shaped a new discovery infrastructure built on real consumer voice.​ 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.​