Case Study: Virgin Money UK achieves rapid customer-led innovation, 20% research cost reduction and 58% fewer complaints with Alida

Virgin Money UK - Customer Case Study

Virgin Money UK set out to disrupt traditional banking by launching an intuitive digital current account aimed at younger, digitally-enabled customers, but recognised it needed to become a fully customer-led, insights-driven organisation to meet demands for simplicity and personalised service. To do this it partnered with Alida, deploying Alida’s "Brighter Money Matters" digital insight community to put the voice of the customer at the heart of product and experience decisions.

Working with Alida, Virgin Money UK gained rapid, actionable feedback—achieving a 20% community response rate versus a historic 3%—and the ability to test ideas overnight and deliver results to development within 24 hours. The Alida-powered approach drove measurable impact: a 20% reduction in research costs, a 58% decrease in complaint volume, and an increase in overall relationship NPS as the bank continually iterated based on real customer input.

Virgin Money UK

David Judic

Head of Customer Innovation