Challenge

ANZ faced 2 problems with home loan customers. First, new customers weren't becoming "sticky" enough. They'd take out a home loan but not make ANZ their main financial institution, reducing their lifetime value. Second, prospects in the consideration phase weren't converting at the rates the business needed.

Both problems required content that could work hard in a constrained format: email copy that had to be clear, persuasive, and scannable on mobile.

Process

Onboarding journeys:
I worked with stakeholders to understand what actions correlated with customer retention: setting up internet banking, downloading the app, activating mobile wallet. I then crafted an entirely new onboarding journey from scratch, prompting new home loan customers to take each action in a logical sequence. Every piece of copy was original, written to tight character limits for mobile screens.

Prospect journeys:
I conducted a detailed analysis of ANZ's entire home loan content, overlaying conversion rates to identify what was already working. Based on this analysis, I designed 5 new email journeys from scratch, each containing 6 emails delivered fortnightly. The timing mapped to the typical home loan consideration period, meeting prospects where they were in their decision process.

I led the full delivery and proactively presented analysis to senior stakeholders on what was performing and why, with recommendations for ongoing optimisation.

Outcome

• 1 new onboarding journey designed to improve customer retention and lifetime value

• 5 prospect email journeys (30 individual emails) written from scratch

• Content mapped to conversion data and customer journey timing

• All copy written pre-AI, demonstrating foundational UX writing craft

• Established repeatable framework for email journey creation