Case Study

Fifth-Third Bank

Industry: Financial Services
Size: $9B

The Business Problem

sticky planning

It’s projected that ~$65T will move between generations, a concept known as Intergenerational wealth transfer. As a regional bank seeking to scale, Fifth-Third (5/3) Bank saw an opportunity to capitalize on this macroeconomic trend by acquiring and retaining high wealth customers.

legacy link on ipad

Through in-depth analysis of the market and future wealth inheritors, 5/3 developed Legacy Link, a new venture designed to help high wealth customers and their heirs navigate intergenerational wealth transfer through its “next generation” estate planning and wealth management SaaS platform.

What We Did

5/3 Bank engaged Three Five Two to help them pioneer the new venture, as well as design and develop the new platform. Over the course of 18 months, Three Five Two worked with wealth management stakeholders, as well as in-house and third party technology and marketing teams to build the new digital business.

Legacy Link app dashboard

5/3 Bank engaged Three Five Two to help them pioneer the new venture, as well as design and develop the new platform. Over the course of 18 months, Three Five Two worked with wealth management stakeholders, as well as in-house and third party technology and marketing teams to build the new digital business.

The shared teams developed a product roadmap and go-to-market strategy to seed the market pre-launch. This included working with traditional channels like local brand financial advisors, as well as new-to-world digital engagement strategy via remote advisors and self-planning tools.

Marketing a new-to-world product is vastly different than how a traditional brand might market, position and sell their current business. 5/3 had never launched a new business or a digital product into market. Their traditional in-house marketing teams had never built a user base from zero, and internal marketing practices were not designed to scale quickly. We introduced growth and traction marketing as new concepts to the organization, and trained internal teams on how to develop and launch new products without the support of the parent brand.

 

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