To elevate the experience for our most valuable clients, we explored ways to offer a more premium, personalized service.

Through a series of workshops and competitive benchmarks, we identified a gap in how high-net-worth users managed their banking needs. Many still relied on manual interactions for complex tasks, creating friction in what should feel like a seamless experience.

We conceptualized Account Concierge—a high-touch experience for our top-tier users. It would allow them to delegate banking tasks (like transfers, card requests, or profile updates) to their dedicated Account Manager, while keeping full control over approvals.

Key elements:

• A dedicated onboarding flow to explain the value, process, and legal responsibilities

• Streamlined task requests and approvals directly from the Help section

• Confirmation of each operation using the user’s preferred security settings (e.g., PIN, biometrics)

• Integrated chat and scheduling to speak directly with their Relationship Manager

  
  

  
  

This feature aligned with our premium positioning and laid the foundation for a more service-driven product experience.