Goals existed, but they lived in the wrong place.

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The primary entry point sat within Save and Invest, disconnected from where customers actually managed their money day to day.

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As a result:

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• ~50% of savings customers didn’t regularly visit the space

• Goals weren’t visible at an account level

• Customers missed opportunities to plan, save and engage
   

The feature existed, but the experience didn’t support it.

The hypothesis

We believed visibility, not capability, was the issue.
 

Relevance
Placing goals at account level would make them feel more immediate and connected to real money.
 

Engagement
Surfacing goals in everyday journeys would encourage customers to interact with them more frequently.

What changed

We moved goals out of a separate destination and into the core banking experience.

This included:
 

• Making goals visible at account level

• Embedding goals within everyday account views

• Designing prompts that connected saving behaviour with intent

• Aligning goals with natural customer moments, not forcing new ones
   

The focus was on making goals feel like part of banking, not an add-on to it.

The shift

This reframed goals from a feature customers had to seek out, to something they encountered naturally.

Instead of being a tool for planning, goals became part of everyday financial behaviour.

Impact

Visibility drove meaningful increases in engagement and usage.
 

• 21% increase in goal creation

• 35% growth in engagement

• Stronger connection between intent and action within savings journeys
   

The change unlocked value from an existing capability by placing it in the right context.