SAVINGS INDEX

« Savings Index NatWest Hacking AI in a New Era of Discoverability With the rising cost of living and effects of fiscal drag, can savers really afford to overlook the tax benefits ISAs offer? Moneyfacts compare.co.uk _ Two out of five adults than £1000 in ’ . : 30 ave savings and don't know how to save mor n people look for answers, they've stopped turning to banks. They turn to feeds, forums and machines, and NatWest was missing in - those moments. Key savings Statistics NatWest didn’t just enter the conversation. it GRoaaq- cl It became the answer. Jit, did you know 27% of UK adults t chat about their finances wit he witht hearing rom others, oO oO ede peliet os AS by. So, we asked 10,000 people how Oo ; iS Non-Brand Search Growth in Al-Visible Growth Contributing to Answers Over £2m in Revenue 90M Impressions Across New ] Discovery Layers Idea Our analysis showed that no matter how good the content, Al was prioritising Reddit and publishers over brand sites, so we hacked the algorithm and put NatWest in the places Al was ‘searching. To do this we completely dismantled our approach ‘and redesigned discovery building a conversation engine to create machine readable answers. Fuelled by a survey of 10,000 UK savers, we turned their voices into our brand voice to make NatWest visible in every savings search. Execution We embedded a five-person “craft'# data” squad inside NatWest’s digital-experience team to build the infrastructure necessary for the Alera. We took'the 10,000 voices and created human and Al-friendly conversation-snippets, unleashing a subversive content wave in new discovery layers where people and machines actually searched. Paid media didn't drive to NatWest but amplified conversations to build authority where people and machines actually look real. bes Bank for Organic & Increase YoY in Machine-Cited Savings Advice Savings Account Opens Download the Savings Index ‘dip into savings