Reader's Digest Equity Release
Established Brand Launches Equity Release Offering
100 year-old brand
Leverages Kudos to offer Equity Release
...Challenging established sector leaders
fluctuation between predicted and actual outcomes, with our cutting-edge response modelling
Share of highly competitive market in just 18 months
As a trusted brand they were well placed to launch a financial services offering, but faced considerable competition from long-established market leaders (Key Retirement and Age Partnership). As the equity release market grew, they needed to be highly efficient with all lead acquisition spend.
We chose to launch with a modest budget, testing and refining as we gathered data. By utilising client data we establised a strong and reliable response model - this gave the client confidence to both scale up spend and invest in new, high end creative. Monthly spend increased exponentially, with leads and sales following suit.
Initially testing helped us develop a reliable response model, accurate to 5%. Exponential growth followed, with an 85% increase in customer acquisition year-on-year. Despite the ambitious growth plans, we managed to keep CpLs within target. This helped the client to achieve a 12% share of a hugely competitive sector.
Head of Marketing