Internet banking is successful in the Netherlands–but not with people who are 50/60 years old. They just won’t do it, no matter how convincingly we say that it is safe and easy. Is there a way to persuade them to give internet banking a try anyway?

Maybe if you’re 50/60 years old, you think you’re too old for internet banking. Introducing the oldest client of the bank (Ms. de Vries, 92 years old) who is very enthusiastic about internet banking. Who says that ‘Internet banking is really something for youngsters, like 50 or 60 year olds’, making you feel younger than you did before. Who personally writes to you and invites you to an internet banking demonstration at your local branch.

The mailing was sent to 113,552 people in the age of 50/60 year. 6,118 of them (5.4%) came to the bank for a demonstration and actually bought (€ 10) the internet banking starter kit. 6,118 people who never before even considered something modern like internet banking.