People across the UK lose touch with their long-term savings with surprising regularity. With reconnection rates hitting as low as 35%, ABI needed a fresh approach to reconnect wayward customers with their cash.

In order to optimise communications with customers and prevent this disconnection from occurring, we ran a controlled experiment with four new test versions of their Provider Letter, leading to a £100 million increase in annual assets. On top of this, our new Communications Guidelines were launched by a Government Minister, and raised by Martin Lewis on ITV’s This Morning.