Auckland Savings Bank’s existing site didn’t reflect its positioning in the New Zealand banking landscape as a challenger brand and digital innovator. In 2015 they approached VML with the challenge to transform their digital offering and showcase what the future of banking could be.

ASB approached the VML team with the challenge to re-design and re-engineer their digital platforms and product offerings through a new customer experience. This assignment continues VML’s close partnership across the CBA group, which also includes Commbank, Commsec and BankWest. For this project we needed to create an experience for every New Zealander, young and old, so we the solution needed to cater to a broad audience and be highly accessible. Our strategy was to transform the existing site from a one-size-fits-all, brochure website into a best in class, highly personalized, concierge experience that replicated the instore branch experience.

ASB undertook this digital transformation project to accommodate customers’ device preferences and meet the digital experience expectations of today’s customers while leveraging some of the benefits provided by data and personalisation smarts. This came to life with a search and personalisation led homepage and product pages that were focused around the customers' needs.·

The website re-design delivered a scalable platform that will help ASB build better relationships with their customers and a foundation to help the company grow. Within the first 3 months of the site launching, the site achieved a 336% increase in home loan applications and 181% increase in personal-loan applications.