Improving savings maturity outcomes

In 2026, £45bn in savings balances across 1.7 million accounts were due to mature. Retention depended on customers acting at the right moment. The experience wasn’t helping them do that.

The problem

Maturity support was disconnected from where customers actually spent their time.

Reminders sat inside Save and Invest, a space many customers didn’t regularly visit.

As a result:

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• Only 50% of customers acted on time

• 10% acted with less than one day remaining

• Just 58% completed through digital channels
   

Customers struggled to find maturity dates and submit instructions quickly.

The hypothesis

We believed the issue wasn’t intent, but visibility and friction.

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Discoverability
Surfacing maturity countdowns in high-traffic areas like Summary and transactions would increase awareness and prompt earlier action.

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Reduced friction
Linking directly from these moments into the maturity journey would make it easier to complete the task in the app.

What changed

We brought maturity into the core experience, rather than keeping it in a separate space.

This included:
 

• Introducing maturity countdowns on Summary

• Embedding messaging within savings transactions

• Creating clear, direct pathways into the maturity journey

• Designing prompts to appear at the right moment, not just in the right place
   

The focus was on timing and context, not volume of communication.

The shift

This moved the experience from reactive reminders to proactive guidance.

Instead of asking customers to find what they needed, the app surfaced it when it mattered.

Impact

Customers acted earlier and with greater confidence.
 

• Instructions submitted on average 5 days earlier

• 50% reduction in last-day submissions

• 75% of maturities now completed through digital channels
   

The experience reduced risk for the business while improving clarity for customers.

My role

I led the experience direction, defining how maturity should be surfaced and acted on within everyday banking journeys.
 

This included:
 

• Shaping the hypothesis and experience approach

• Aligning design, product, and engineering around delivery

• Ensuring the solution balanced customer clarity with commercial outcomes