Summary.

BehindLogin helped an Edinburgh-based pension and investing provider secure £2M in additional budget to improve their mobile app and website. By providing a comprehensive benchmark analysis of competitors, we enabled the client to build a compelling business case for significant investment in their digital strategy.

Problem.

Although the client had robust product and business strategies, they lacked a clear view of how they ranked against key competitors and a clear product roadmap to prioritise future investments in their digital experience. They needed compelling external data to build a strong case for securing funding.

Approach.

BehindLogin conducted benchmarking of 12 key competitors in the UK pension and investing landscape. Through screen-sharing research with experienced competitor app users, we captured detailed insights into features and functionality. Using our custom benchmarking framework, we analysed each competitor’s product experience and identified areas where the client could improve and differentiate.

We also highlighted opportunities for strategic marketing based on the client’s leading areas. This robust analysis allowed the client to build a comprehensive business case.

Results.

The competitive benchmarking research directly led to:

• £2M in Annual Funding: The client used the insights to secure funding for digital enhancements
• Data-Driven Roadmap: A more strategic product roadmap was developed, prioritising key features for the app and website
• Competitive Edge: The client’s marketing communications were enhanced by leveraging areas where they outperformed competitors.