Nomad Global
nomad explorer
nomad explorer credit card launch - 2024
CONTEXT
nomad's ecosystem was growing, but customers still relied on traditional credit cards with no real understanding of multi-currency life. the company also had a strategic push toward investments, and a premium card was the right door into that.
i coordinated an external research agency across three stages: general credit card behavior in brazil, our own customer base's perk preferences, and feedback during the family & friends and beta phase.
MY RESPONSIBILITIES
- market research coordinated with an external agency, across three stages
- benchmark analysis and definition of the perks package
- card naming, leading the collective brainstorm with product and creative
- value proposition and messaging map
- validation of welcome kits and management of shipping logistics
- built the launch plan end to end, entirely in house, no agency support
- coordinated delivery across pr, paid, social, product, partnerships, creative, and crm
STRATEGY
the benefits package wasn't a guess. research showed what decides which card stays in the wallet: points, no annual fee, cashback, and vip lounge access. within our own base, points multiplier and invest back came up as the benefits that would actually be worth it to the point of someone leaving money invested for it. points and miles matched how the nomad client already thinks, in dollars, often planning trips or life abroad, so a reward that converts into travel made more sense than generic cashback. cashback in dollars and zero annual fee eliminated the two most common reasons someone abandons a card. 1.6x to 3x points per dollar spent, redeemable in miles. unlimited nomad lounge access at guarulhos. cashback in dollars, zero annual fee.
MARKETING CHANNELS
- pr
- paid social
- organic social
- product (in-app)
- partnerships
- crm
RESULTS
- launched 06/03/2024
- ~12% increase in auc (assets under custody)
- growth in accounts opened by mass-affluent customers