From zero digital spend we moved to blowing a tidy sum on different digital attempts last year. One was a wealth calculator, one was an online community to plan your children’s education. Nothing has had any impact. What are we doing wrong?

Answered by Meeta Malhotra

Are you buyer of financial services? Would you discuss your children’s education in a community started by your bank or credit card provider (unless it was related to financing their education)? Of course not. It is notoriously difficult to create an engaged online or offline community. The reason is simple – people are busy and can’t be bothered unless they see some immediate and tangible gain for themselves.  That means creating relevant content with huge depth and breadth. The only successful community created by an FS provider that comes to mind is Open by American Express.