HSBC UK: Creating a personalised onboarding experience for new HSBC UK current account customers

HSBC, a financial services brand, increased email open rates among UK customers by launching a three-month onboarding journey that delivered emails and visuals to make them feel at home.

HSBC UK wanted to turn its onboarding customer journey into a best-in-class programme to inspire loyalty, by demonstrating the world of opportunities at people's fingertips.


For the new customer journey, the bank wanted to stay relevant at all times. Frequency, segmentation and channel selection were key to create an impactful and long-lasting approach.

The aim was to encourage activation of cards, increase the number of primary-banked customers, improve engagement with digital banking services, and inspire customer loyalty overall.

The three-month onboarding journey needed a sense of progression, leading to the creation of three core stages: Welcome, with a warm...

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