Product management
Web
When
2024
Role
Product Manager
For
Claro Wellbeing
Overview
Claro built an accessible and easy to use financial wellbeing employee benefit, delivered entirely through WhatsApp. Designed for front-line workforces, we achieved amazing results, smashing our sign up, engagement and click through rate goals. Most importantly though, we encouraged real change for people who needed it most.
Problem
Frontline workers had low engagement with employee benefits
Frontline workforces are often at a disadvantage when it comes to accessing their employee benefits. Lack of email addresses or computers means that uptake is usually much lower compared to desk based workers.
Solution
Utilising WhatsApp to reach frontline workers
WhatsApp is the UKs most popular form of messaging over all age groups, and it’s familiarity allowed us to service a much wider range of users than any web product would.
24/7 access via WhatsApp with regular engaging financial content
Written, audio & video messages sent, based on collected attributes and preferences. Focused around financial tips and tricks, as well as other Tesco benefits.
Easy access to personalised financial coaching
Users could have 1-2-1 virtual coaching sessions, message a coach directly on WhatsApp or ask an AI coach for an instant response.
Access to range of financial tools
Free access to Claro's comprehensive budgeting tool, as well as financial calculators and courses.
Outcome
Claro ran a pilot with Tesco involving 9,000 employees. Overall we achieved an 11% adoption rate, 2X higher than Tesco’s previous best employee benefit pilot. Our content messages had an average engagement rate of 77% with click through rates to other Tesco benefits averaging above 36%, far higher than industry averages. Our coaching services received 100% 5 star reviews.
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