Built to Last
Financial Engines helps working Americans optimize their 401(k) savings strategies by making it easier to protect their savings in retirement and draw income from their accounts flexibly and wisely. To boost enrollment, we were asked to help the company communicate new program benefits to two different groups of near-retirees. We created a customer segmentation model, developed retiree personas, and crafted key messages for Financial Engines’ multiple audiences.

• Market research analysis
• Customer segmentation strategy
• Benefit positioning for segments
• Messaging
• Product naming