WestlandUtrecht is widely known as an innovative financial service provider that occupies a fairly unique position in a rapidly changing market.

In November 2007, WestlandUtrecht introduced its Income Supplement Depot (Inkomensaanvullingsdepot). As this is a complex and high-risk product, it is very important that intermediaries advise their clients with the greatest possible clarity and care. In fact, intermediaries have to be qualified to give advice on this product.The task was to raise awareness and create interest for the Income Supplement Depot among intermediaries of WestlandUtrecht by introducing 25% of the target group – 456 intermediaries – to the Income Supplement product and what it entails.

Instead of a traditional introduction on paper, which intermediaries only read when they have a spare moment and sometimes overlook, we developed a fully online introduction – a revolutionary step in the history of WestlandUtrecht. The introduction featured an attractive e-learning tool that included the results as part of the qualification.With this tool, we were able to guarantee greater focus on content, high-quality information transfer and low threshold for participation, and enable Intermediaries to gain a more detailed understanding of the product in a phased and accessible way. Ultimately, this should lead to a higher degree of product knowledge and qualified intermediaries.

It was a great success, both in terms of quality as in terms of quantity. The response to the e-learning tool was positive and served as a great boost for WestlandUtrecht to further explore the possibilities of interactive communications.

No less than 1,862 emails were sent to intermediaries (of which 1,848 were received). 953 people opened their emails, comprising an open ratio of 51%.

Number of participants that completed the e-tool: 602, more than 32%.Number of enhanced data participants: 835, 42%.Number of participants that answered the question on future information provision: 600, 30%.