A snapshot on our model and way of working

Hello bank!

Lieve De Mol Head of Sales and Communication

December, 13th 2016

01. WHO WE ARE …

TABLE OF CONTENT

02. HOW WE WORK …

03. WHAT WE DO …

04. WHAT’S NEXT …

“We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths…”

- Walt Disney.

01.

WHO WE ARE

01. Who are we …

… as a brand

“We empower you to Live out loud !”

“At Hello bank!, we are your financial buddy that enables you to live your life to the fullest.”

01. Who are we …

… for our target audience

We are the next generation. We are young and we move fast. We are setting trends today that will be adopted by the world tomorrow. We think big. We are on the go and always in-the-know.

We are entrepreneurs in every sense of the world. We’re constantly connected to each other, sharing, creating, and living life to the fullest. We don’t just collaborate, we do everything together.

We are impatient, ready for action, and full of pride and friendship. We seek out people and technology that make life more interesting and that help us get closer to the things we love.

We are trying to find our own unique way in the world, and we value anyone who strives to be true to themselves. We gravitate to things that are genuine and honest, and that make no apologies for who or what they are.

We are the next generation. We are young and we move fast. We are setting trends today that will be adopted by the world tomorrow. We think big. We are on the go and always in-the-know.

We are entrepreneurs in every sense of the world. We’re constantly connected to each other, sharing, creating, and living life to the fullest. We don’t just collaborate, we do everything together.

We are impatient, ready for action, and full of pride and friendship. We seek out people and technology that make life more interesting and that help us get closer to the things we love.

We are trying to find our own unique way in the world, and we value anyone who strives to be true to themselves. We gravitate to things that are genuine and honest, and that make no apologies for who or what they are.

13

… with 3 main objectives

Lab

Acquisition

Activation

01. Who are we …

… in touch with our target audience

01. Who are we …

10 in-home interviews (2-3 hours) with participants from 19 to 27 yo, NL & FR some live with partners, some with parents some have their own revenue all have loyalty programs / cards all have smartphone and active on social media

2CLO - Exploration phase

MethodologyObjectives

• Understand current shopping behaviors, for day to day (grocery) and more leisure related expenses.

• Describe currents behaviors in term of saving (related to expenses), discounts, deals, coupons, loyalty programs.

• Explore possible interests / benefits currently unmet • Explore interest in CLO related offer & proposition. • Understand views about data protection issues.

Intimacy

Security

Saving incentives

Recognition

Personalization

Exclusivity

Guidance

Simplicity

Omni Channel Experience

Control & Transparency

Privacy

Virtual Assistant

Physical Place

Social

Loyalty program / Gamification

Digital Deposit Box

Mobile

DashboardsAlternative

payment methods

Partnerships

Connectivity

Data driven processes (bug monitoring, Fulfilment optimisation, …)

Digital Performance (Media mix ROI optimisation, cost effectiveness, …)

Targeted Social Media (Look Alike Audiences, …)

Targeted online campaigns (segmented communication, targeted audiences, …)

Continuous process for improvement (Data base A/B tests, digital behavior optimisation, …)

Business Intelligence (Audience definition, in- & outflows analysis, …)

Digital Analytics (quantitative and usability) (digital journey enrichment, light personnalisation, …)

… as a data driven company

01. Who are we …

02.

HOW WE WORK …

02. How we work …

Our Guiding principles

Flat OrganisationIn order to ensure quick decision making

and minimal overhead

Member centricWe are organised around customer

journeys

Dedicated Multidisciplinary teamsFor rapid & continuous delivery of

value to our members

Cluster WorkingFor acquisition and activation objectives

Agile Workingin every new functionalities

we want to deploy

Flat organisation

In order to enhance efficiency and avoid overhead, Hello bank! develops its activities under flat structure and collaborative Management.

Sales & Communication

Channel & Product

Performance Management

02. How we work …

Member centric

We organise ourselves around customer journeys. We don’t push our products & services

02. How we work …

Dedicated Multidisciplinary teams

To rapidly & continuously deliver value to customers in a digital world, Hello bank! needs to have dedicated and transversal teams.

What

A group composed of members with varied but complimentary experience, qualifications and skills that contribute to the achievement of the team’s specific objectives.

How

• Team members are 100% dedicated to the team and are (physically) closely working together

• The team is responsible for it’s own strategy & priorities

• The team is fully responsible for resource management and E2E accountable for delivery

• Capacity is fixed. Scope/timing are variable.

• Strong link with (agile) development team.

02. How we work …

Dedicated Multidisciplinary teams

Communication

ManagerTechnical Analyst

Visual DesignerVP Manager Backend

Developer

Functional Analyst

Interaction Designer

Campaign Manager

Frontend developer

TesterScrum Master Architect

UserExperienceDesigner

Product Owner

ConceptOwner

IT Hb!Hb! Bus

Hb! Bus Hb! Bus

IT Hb! IT Hb! SharedIT Hb!

SharedIT Hb!

Hb! Bus IT Hb!

IT Hb!

IT Hb!

Hb! Bus

02. How we work …

What

Cluster working

To keep focus & deliver quality, a limited number of clusters will focus on transversal acquisition & activation campaigns

Small transversal team with different expertise working together for one specific campaign or initiative

How

• 1 person is in the lead

• Regular progress or status meetings are organized

• Accountable for targets & budget

• Overall roadmap coordinated by campaign & portfolio

Network Data

Financials

BI

PerformanceCommunication Marketing

Transversal02. How we work …

Products

Agile Way of Working

All Slices of our ecosystem are migrating from waterfall towards an Agile way of Working

02. How we work …

03.

WHAT WE DO …

03. What we do …

Our Hello bank! Ecosystem

Hello bank! Transactional

Hello Home!

Hello Crowd!Hello bank!

Public

The Blue Room

Hello connect! (SSO)

Hello bank! public

What

• Acquisition website, and gateway to the Hello bank! ecosystem

Why

• Increase the brand attraction, and clarify Hello bank!’s unique selling proposition

• Increase the number of customers

How

• Constant optimization of the website through traditional usertesting, EEG, AB/testing,…

03. What we do …

Hello Home!

What

• Guides users through the full journey of buying a house • 100% mortgage offer remote

Why

• Participation of members much earlier in the journey • Learn to sell complex financial products in a digital world

How

• Horizontal integration of services through partnerships , eg . real estate websites

• Integration process and offer of simple products • Attractive and transparent prices

03. What we do …

Hello Crowd!

What

• Platform to support young entrepreneurs who want to start their GREAT idea.

• Reward and donation via Crowdfunding

Why

• Acquisition vehicle for Entrepreneurs Bank (BfE - BNPPF) • Learning to work with fintechs - API

How

• Support ( coaching / full financial offer ) • International fundings via our partner Ulule • Access to a wide network (Bank for Entrepreneurs, MMI,

Urban Crafts , ...)

03. What we do …

The Blue Room

What Why How

• An online platform which facilitates dialogue with and between our members

• Increase affinity with our target audience • Reduce inbound traffic at the Hello team, by shifting

towards “P2P social care” and “one to many” social care

• Traditional forum for servicing, completed with modules for ratings, ideation, co-creation,…

03. What we do …

Ecosystem & progressive membership through Hello connect! (SSO)

1a

1b

2

3

Banking member Acquisition inflow

Progressive membership inflow

Banking member

Membership activation

Increase the amount of users that subscribe to the

Hello! Universe

Increase the profile data that are user initiated and

opted-in

Increase the reassurance of users on the highest-

security sign-up and sign-in functionality that is

provided

Increase the visibility of Hello bank! as the main

brand taking into account the sub brands context that

initiates sign-up and sign-in

Increase the cross-channel traffic within

the Hello bank! Universe

Increase the perception of the various

sub brands within the Hello bank! Universe

Increase the sign-in frequency of

registered users

H! Hello Connect!

For each domain on which we focus, we construct an End-to-End journey, developing the following layers :

Awareness

ContentCommunitySales & ServicingBanking

Awareness

Content

Community

Sales

1a

1b

2

3

3

03. What we do …

Analytics for a continuous process for improvement …

What is success ?

Define clear KPI’s & supporting metrics to measure (linked to business objectives & strategy) + TARGETS

WHAT is happening ?

KPI Dashboards & reports visualizing the data: funnels, page flow reports, heatmaps, etc..

Act upon the data

Decide which action(s) to take (UX, content, design, features, etc)

and execute and A/B & MVT Test improvements!

Investigate WHY we do / don’t succeed !

Define hypotheses & actions we can take to improve !

03. What we do …

1.Measure

2.Report

3. Analysis

& Insights

4.Improve

Continuous Process for

improvement

… working in loop organisation

KBR (RACE KPI’s)

Implement Tracking

Tracking Specs

Dashboard & Report

Test description

Test Launch

Test setupAnalyse & Reco

Test Roadmap & Backlog

Objectives & Strategy

Focus: • KBR (Key Business Requirements) > RACE KPI definition based on

objectives • Define Tracking Specs > Translate KBR into technical tracking • Implement & Test Tracking > Setup, configure, test & approve

analytics solutions • Dashboarding & Reporting > prepare reporting & dashboards &

execute ad hoc analysis

Focus: • Deep-dive Analysis > develop data-driven insights & hypothesis for

improvement • Test Roadmap & backlog > Stakeholder alignment (Data, UX, testlab,

surveys, etc) • Analysis & reco > Analysis of test results and develop a

recommendation for next steps

03. What we do …

1.Measure

2.Report

3. Analysis

& Insights

4.Improve

Continuous Process for

improvement

… under continuous improvement phases

03. What we do …

2015JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DECSEPT OCT NOV DEC

2014

JAN FEB MAR APR MAY JUNE

2016

52%

45%42%

52%56%

58%

64%61% 60%

58%

70%

65%68%

56%58%

67%

72%

vFre1General redesignImproved Identity

page, address page, profession

pageImproved top

navigation (steps)

vFre2Enrol

@Home

15/1

13/04

Non-Android Non-iOS

Question to ask mobile device used for mobile

banking + improved identity page

17/06

Improved 1st step of enrolment

01/09

T001 - HCards15,72 % increase

completion from HP

18/05

T004 –Social

connect10,61%

increase completion

01/09

T002 –LP

Cards11,12 %

increase completi

on

12/08

18/05

RetargetingRetarget

visitors that used save for

later

08/06

02/07

NextGen Migration

Flows

09/07

Labels(BeCommerce,

Safeshops)

26/05

T005 –H4Y AB Test (textlink vs button)

14/09

T006 –HB-HP –Our Offer

Cards+1627 %

CTR

25/12

T007 Buyerminds

new enrolment flow(analysis ongoing)

09/04

T009 Buyermi

nds Non-boost

new enrolment

flow(analysis planned)

01/06

Default conversion rate excluding Buyerminds!

EOY 25 € 25+25MGM

50 € EOY

A/B with decrease

B 5 B 1

Buyerminds enrolment

09/04

A/B with increaseCampaigns

Development launches

Online banking

19/01

HP + Our offer

General improvements from Netway &

CT reco

Early submit +

adapt choice page

(CT reco)

T008Chat On

enrolment

14/03

Retargeting cust

enrolment

08/06

31/12

AEOI (added Q ‘BE only residence

for tax?’

MR3 17/12

ID picture upload

& promocode

04.

WHAT’S NEXT …

… Continue to answer to our connected members’ needs

04. What’s next …

Our future customers are used to integrated & connected services, delivering a seamless UX on web,  mobile, connected TV’s,… in their everyday life.

Traditional revenues on assets, fees, … will decrease and thus force us to look into new revenue drivers…

… by exploring alternative revenue streams

04. What’s next …

Bank

Infrastructure

Bank

Infrastructure Infrastructure

BanksTelco Spotify Media Sport

… connecting to new players in the market

04. What’s next …

Fintechs & start-ups structurally change the “traditional banking model” API technology accelerates the digital transformation of our business.

… while respecting the M2B space

04. What’s next …

Me2B is what happens when the control shift around data takes place… when individuals start collecting and using data for their own purposes,

and sharing data with other parties (including companies) under their control.

T H A N K Y O U !