Case Study: TSB achieves greater money confidence and customer targeting with CACI Limited

TSB serves 5 million customers with CACI to boost money confidence

TSB, a UK-based bank serving five million customers, wanted to better understand its customer base to drive its core purpose of money confidence. Its existing creative-led segmentation was ineffective for media planning. TSB partnered with data science firm CACI, which used its Fresco financial lifestyle segments and other datasets, to create a more actionable customer segmentation.

CACI worked with TSB to develop an evolved segmentation that provided clear customer profiles and personas. This allowed TSB to rank its customers by a bespoke money confidence score. As a result, TSB actively uses these insights to tailor its media strategies, campaign content, and product development, with the goal of continually improving customer money confidence levels.

TSB