Wells Fargo
Campaign & Product Design
Problem: How do you get people to switch banks? How do you advertise that?
Insight1: Often the bank people start out with as kids, they use for life. It’s a hassle to switch banks.
Insight2: There’s nothing like coming home and realizing your sibling stole your money right out your piggy bank.
Insight3: Saving up is hard.
Idea: So if the bank wants more customers, they gotta get ‘em young. Let’s get kids interested in the bank!
Wells Fargo makes a kid friendly bank account that kids can “manage” on their own… Going to the bank is not just some boring errand… instead it’s exciting, a feeling of independence, and security. Starting kids with a good habit of saving and financial literacy.
Kids having to go the bank and get cash out of their account every time they want to spend money teaches saving
Kid-Friendly Bank Account “Access”
1. Wellsfargokids.com & WF KIDS App : Wells Fargo kid-friendly, simple interface website and app where kids can “manage” and visualize their own money in a safe way.
Kids can see their current balance and their transaction history. Kids can take video lesson plans and play financial literacy games on the interfaces. Account number, other security information, and transfer ability is not visible on interface.
Kids can have an account on their own device or have an account on a parents device. Parents can have multiple kids on a shared app account with separate bank accounts.
Wells Fargo Current Kids page: https://www.wellsfargo.com/savings-cds/kids/ . Its more meant for parents which is great, but in addition Wells Fargo should have a page aimed at kids.
Here are some mock ups of a kids bank app interface, original designs created on Figma.
2. Financial Literacy Days at public schools. Like what Penn Community Bank did, Wells Fargo can fund financial literacy days at public schools, kids can play wellsfargokids.com financial literacy games to learn and practice, and information slips about Wells Fargo kids account & app/website is taken home to parents.
3. Informative website page for parents like this: https://www.huntington.com/learn/budgeting/teach-kids-about-money about financial literacy for kids, how to teach about money, and resources.
