Most money management tools are way too complicated. They fail to deliver the simple answer to the key question users want to know: Can I truly afford this purchase, or should I put the money towards savings?
Thrivent Financial is a mission-driven Fortune 300 financial services company that also owns Thrivent Federal Credit Union. Responding to the rise in digital banking, Thrivent wanted to reach Millenials and Gen-Z users who are just starting out on their finance management journeys.
After initiating the project with a large, national firm, Thrivent recognized they needed to pivot, halted the project, and sought out Highland's expertise to develop Fulfill.
They challenged us in new ways. They gradually became a strategic partner, because they had a vested interest in the long-term success of the project. They helped us better and shape the product, instead of just doing the design and development that they were hired to do.Todd Sipe
President & CEO, Thrivent Federal Credit Union
Starting with human-centered design
Several JTBD emerged from the financial decision points test participants identified with.
Creating a unique value proposition
Fulfill's comprehensive 5-3-1 onboarding tool
While there were other account-aggregation tools already out there, we wanted to create a value-driven app that empowered users to follow wise financial principles.Todd Sipe
President & CEO, Thrivent Financial
Launching a pilot
To measure the success of Fulfill, we set out to pilot the app over a three-month period. Participants focused on the major financial decisions we make throughout the course of our lives that define how we value money.
We found that the 5-3-1 calculator allowed users — some for the first time ever — to understand their own money story, which decreased stress and enabled users to more easily plan and reach for their money goals.
Even though I know nothing had changed, I felt like I had more control over my finances than I had the hour before. I already felt some peace, just from using the app.
- Kirsten, a Fulfill Pilot Participant
The pilot was so successful that Thrivent moved with launching the product.
Fulfill was part of a series of initiatives that Thrivent led to reach more Gen Z and millennial customers. Read about the other research we conducted and products we developed as a part of this work:Learn more
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