The Challenge: The High-Cost, Low-Growth Trap‍

The bank was stuck. A key digital product—an instant online loan—was dramatically underperforming, with approval rates plummeting to just 25%. This was a symptom of a larger issue: the bank was losing relevance with younger customers, and its digital acquisition strategy was becoming prohibitively expensive. They needed to know why a competitive product was failing to convert.

‍

The Latenta Approach: Decoding the Psychology of Money‍

We designed a multi-layered program to decode the "money psychology" of a new generation. We combined in-depth qualitative interviews with a large-scale quantitative study, integrating psychographics and financial mindsets. Our models then identified four distinct psychological segments within the youth demographic, revealing high-potential niches the bank was completely missing.

‍

Actionable Insights Delivered: The Blueprint for Connection‍

Our analysis provided a clear blueprint, revealing the specific levers needed to engage and convert a younger audience.

• Insight #1: The Logic Trap – Selling a Product, Not a Possibility. The bank sold loan features (logic), but younger customers were motivated by what the loan enabled (emotion). The key was to shift messaging from technical terms to aspirational, outcome-focused storytelling.
• Insight #2: Digital Natives Expect Digital Fluency. The clunky online application created friction and uncertainty, causing users to abandon the journey. A seamless user experience wasn't a bonus; it was a deal-breaker.
• Insight #3: Your Most Valuable Audience Was Invisible. Our segmentation uncovered "Pragmatic Planners"—a risk-averse but high-intent segment who were being ignored. They required hyper-targeted campaigns focused on security, control, and smart decision-making.

‍

The Strategic Impact: A Precision-Guided Growth Engine‍

We replaced a high-cost, low-yield campaign with a data-driven strategy that delivered immediate and dramatic results. The bank now has a blueprint for engaging the next generation.

• Triple Conversion Rates: By redesigning the messaging and user experience based on our psychological insights, the new loan approval rate soared from 25% to 72%—a nearly 3x increase.
• Slash Acquisition Costs: Our precision targeting delivered 5x more visits to the loan's landing page at a 69% lower cost-per-click, dramatically improving marketing ROI.
• Engage a New Generation: The bank moved from being "ignored" to "in-demand" with its target youth audience, building a foundation for future growth and long-term relevance.

‍

Ready to Revitalise Your Customer Base?‍

Connecting with a new generation requires more than a new product; it requires a deep understanding of their hidden motivations. Our Strategic Segmenter™ provide the blueprint to turn market uncertainty into a measurable advantage.
‍

‍

‍