Case Study: RBS Group achieves 20% higher mobile loan completions and faster time-to-market with Adobe Marketing Cloud

RBS Group - Customer Case Study

Royal Bank of Scotland (RBS), a 300‑year‑old multinational bank, set out to rebuild customer trust and modernize its customer experience after the financial crisis. The bank faced fragmented systems and data silos—about 40 different content solutions—slow time to market, and low mobile conversion rates, and needed a cultural shift to data-driven, cross‑channel personalization.

RBS implemented Adobe Marketing Cloud (Experience Manager, Analytics, Target) and reorganized into cross‑functional “Superstar DJ” teams, consolidating content management to a single platform. This cut complexity, enabled 42% faster site updates, reduced time‑to‑market from months to two weeks, supported 100+ optimization tests per quarter and 110+ real‑time dashboards. The changes increased mobile loan application completion by 20%, sped up application and legal review times, and improved cross‑unit communications and personalization.

RBS Group

Giles Richardson

Data and Analytics Manager, RBS Group