Work / AJ Bell Dodl · Learn journeys
Learn journeys: making finance something people want to browse.
Dodl's audience is the “Newbie”: someone with savings who has never invested. If people don't understand how investing works, they won't start. Dodl wanted an education hub inside the app to help Newbies understand ISAs, Lifetime ISAs, pensions and general accounts, and move from signing up to investing every month, without going off to Google and finding a competitor.
A content system, not a content pile
We set the brief as “Blinkist-style TL;DR, with the flair of Masterclass”: every piece stands alone, needs no prior knowledge and informs without advising. Every piece is one of three types: Why (the benefit of the next step), How (a practical guide) and Proof (a real example). Four products × five customer stages × three types gave 60 pieces, each mapped to exactly where the customer was.
Content that moves people on
- “For You”: content changes with the customer's stage, never more than 12 pieces at once
- Email, push and in-app nudges mapped to each stage, each ending in one action
- Every asset designed to work across the app, blog and social
- A measurement plan for engagement, next-step conversion and feedback
The next phase: a better way to discover
Most financial education looks like an FAQ page, whose whole look says “don't browse”. We proposed borrowing the language people already use every day: an Instagram-style discovery feed, two-camera short-form video with AJ Bell's own people, rings that close as you progress, and calculators after our search analysis showed a competitor winning traffic with them. The later phases weren't commissioned, but the thinking still holds.
What changed
Delivered alongside The Realisation. Together they ran during Dodl's biggest fourth quarter ever: inflows up 237%, new accounts up 71% and NFCs up 86% year on year (published by agreement with AJ Bell).
“CMG has been a valuable and trusted partner on our brand strategy, helping us drive awareness and business growth. Their strategic thinking and deep brand understanding helped us develop our brand campaign by seamlessly aligning internal teams and agency partners around a shared vision.”
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