Case Study: T. Rowe Price achieves a 552% increase in automatic monthly contributions and lifts customer satisfaction with SundaySky

Increasing Contributions And Lifting Customer Satisfaction

T. Rowe Price, a global asset manager, wanted to boost engagement and contributions to its popular 529 College Savings Plans after noticing many account holders opened accounts and then rarely interacted with them. The firm aimed to drive more contributions, improve customer satisfaction, and reposition itself as an innovative, tech-forward brand.

Working with SundaySky, T. Rowe Price deployed personalized SmartVideo experiences across the customer lifecycle (email blasts, portal videos, automated welcome messages, birthday reminders, and year-in-review). The campaign combined overt and subtle personalization to educate and nudge savers, producing strong outcomes: a 552% increase in automatic monthly contribution dollar amounts, video viewers were 194% more likely to set up auto-contributions, one-time contributions rose 72%, 96% of viewers found the videos helpful, and 92% said the videos improved their view of the brand.

T. Rowe Price

Kirk Kness

Vice President of Emerging Solutions