Fueling Growth with Customer Insight
Values-Led Deposits - Helping Macquarie Bank align deposit strategy with generational values and ethical priorities
Facilitated cross-functional workshops to align product, marketing, and service teams around customer insight and strategic priorities.
THE CHALLENGE
Home loan growth surged, but deposits lagged behind
As Macquarie’s home loan portfolio expanded, sustaining momentum required deeper deposits. But the missing link was insight: why were clients choosing — or hesitating — to entrust their savings to Macquarie?
MY APPROACH
Bridging values and product through customer-led research
I led research across cohorts, revealing generational drivers — from ethical impact to future-oriented wealth goals — and used these to shape product, messaging, and team capability through HCD practices.
Detail: Mapped value streams and end-to-end processes across customer, staff, and organisational layers to uncover friction and opportunity in Macquarie’s loans and deposits journeys.
THE IMPACT
Deposit products that matched client values — and market momentum
The research unlocked new product opportunities that fuelled the Home Loans strategy while deepening client trust. Older clients responded to ethical investment options, while younger clients leaned toward growth-aligned savings. I also embedded HCD methods across product and marketing teams, building a culture of customer attunement that sustained beyond the project.
Detail: Cohort-based report combining quantitative data with Jobs-to-be-Done analysis — revealing customer motivations around investment and deposit behaviours.