Financial Services (105)
The bank that’s investing in youth
Intesa Sanpaolo bank created a bank account called Superflash that caters to young adults. They have even opened their first flagship store in Milan dedicated to this audience; the opening hours are form 1.30 to 7pm, it features a relax and play areas, WiFi and even a Formula 1 simulator.
Why it matters
Banks and young people seem to speak two different languages. Superflash is a brand within a brand that speaks the language of this specific audience, with a set of values that differ from those of its family brand Banca Intesa. To really connect with a hard-to-reach audience, do banks need to not only ‘talk the talk’, but also ‘walk the walk’?
Financial services brands Intesa San Paolo and Unicredit have launched ‘Superflash’ and ‘Genius’ respectively – yet more examples of the pay-as-you-go banking movement. Such cards aim to provide all the benefits and services associated with traditional banking and enable consumers to better track and manage spending.
Portugal’s biggest financial institution, state-owned bank Caixa Geral de Depósitos, has launched a financial programme designed to help Portuguese companies export their products abroad.