Account as You Want It

Before the introduction of the Santanders new offer, banking industry was one of the few categories in which customers could not fit the product to their own needs. They just accepted the draft proposal from a salesman.

During interviews with bank customers and their advisors, we came across two factors affecting customer satisfaction.

1. People don't like it when institutions impose their conditions on them.
2. Customers do not want to be surprised by unexpected fees or pay for services that they did not use.

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Working closely with the Bank's team, we developed dozens of ideas, including the concept of "You decide" which became the starting point for strategic innovation at the Bank. Account As You Want is an account for self-configuration. The customer adjusts the account to their needs by activating the packages. The customer can turn the services on and off whenever they want - they decide what to use. The customer also chooses the way they want to pay for certain services.

Some choose an account to motivate themselves to systematically save, others expect financial rewards from the bank, while those traveling abroad have a completely different set of expectations. The Account As You Want maintains its simplicity by reconciling the needs of different groups. It is the customer who decides what to use and what he pays for.

It was the first bank account of this type in Poland.

Successful Rebranding

The Account As You Want initiated the rebranding of BZ WBK and became the starting point for building the Bank Santander brand in Poland. In the first year after the campaign launching the accounts, one million were created.

The success of the innovative account meant that it became the basis for Santander's new positioning, "Bank As You Want." The Account As You Want set the direction for the development of the Bank's offer, as a role model for new products.