A Leading Financial Services Provider

This leading US-based financial services group offers retirement, insurance and investment products to individuals and employers. As part of their customer engagement strategy, they deliver financial wellness content to help people make informed decisions and build long-term financial security.

The challenge

Time-consuming campaign creation

Creating a single campaign asset for financial wellness content, like an email for example, required hours of work and involved 39 distinct steps. Multiply that across an entire campaign, and the workload quickly became unmanageable. Campaigns took over two months to complete, delaying speed to market and reducing output.

Manual segmentation and strategy development

Target user segmentation and content strategy had to be done manually, relying on a mix of stakeholder insight, data wrangling and creative input, ultimately adding pressure to an already stretched team.

The solution

A custom GenAI content creation tool

We ran a focused six-week proof-of-concept (PoC) sprint to build and test a bespoke, AI-powered campaign agent, underpinned by large language models (LLMs) and equipped with a suite of integrated tools. The AI-agent was trained on the brand’s financial wellness content needs, customer personas, and brand guidelines.

Automated campaign strategy with AI Agents

Users input high-level goals, campaign duration and preferred content types. The AI instantly generates a detailed campaign strategy, complete with week-by-week breakdowns of emails, social ads, and creative themes. It does this by referencing past campaigns and best practices.

AI-driven segmentation and targeting

The tool identified optimal prototype user groups (e.g. Builders, Experimenters) and targeting criteria using financial goals and behavioural insights, delivering segmentation accuracy.

Instant audience recommendation

The system produced detailed target user recommendations (including demographics and financial characteristics) to guide content relevance and CTA alignment.

End-to-end content generation

The AI generated complete campaign assets—from email copy to paid social—sourced from a curated library of wellness content and articles. It also offered recommendations for CTAs and imagery.

The results

The result was a dramatic increase in productivity, with AI accelerating previously manual workstreams and enabling faster, more targeted customer engagement.

• 21x faster content production.
• 37 minutes to create an entire campaign (vs. 13 hours for one email previously).
• 12 out of 39 steps automated in current PoC (with future ambition to automate the remaining 27 content creation tasks).
• 85% adherence to brand guidelines
• 100% user relevance achieved through AI segmentation.

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