Taking the Commonwealth Bank into the forefront of retirement planning

Murray Redwood

This case describes how Commonwealth Bank broke through stereotypes about people retiring, and launched itself into the forefront of retirement planning.

Dismissed. Outspent. Vanilla.

Taking the Commonwealth Bank into the Forefront of Retirement Planning

DISMISSED

Retirement planning is a key growth area of financial services. And in the autumn of 2002 every conceivable player wanted a part of it. For the Commonwealth Bank two enormous challenges needed to be first overcome:

  • People are apathetic to the retirement planning message.

  • Those who are prepared to listen, specifically don't want to listen to a bank.

As the baby boomers enter the pre-retirement phase of their lives, companies are vying for the huge potential value that exists within one of the largest population bubbles...

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