Banking on personalization: 90% acting on financial health for BNP Paribas

• ‍Established: 2000 ‍
• Industry: Financial services ‍
• No. of employees: 180,000+ ‍
• Countries operated in: 64

The challenge

BNP Paribas is one of the strongest banks in the world, with one of the largest international networks. Supporting every employee, whatever their circumstances, sits at the core of how it operates, and the bank is known in the benefits world for pushing boundaries, an ambition recognized across the industry.

This ambition means treating a varied workforce as individuals, not one audience. Employees' financial lives vary widely, from career stage to the pressure of rising living costs. A benefit only helps when the right person knows it exists and where to find it, and across a workforce this varied, blanket communications were never going to do that. The bank wanted every employee to find what was genuinely relevant to them, not just what landed in an all-staff email.

The solution

BNP Paribas has partnered with nudge, an impartial financial health platform that gives each employee support suited to their circumstances.

nudge and BNP Paribas work together to identify the campaigns most likely to drive utilization of the bank's benefits and reward offers. Personalized, timely nudges reach each employee through their channel of choice, whether email, SMS, or WhatsApp.

These nudges point people toward benefits they might otherwise overlook, from the equity plan to the mortgage advisory service. The same approach promotes internal moments, including the bank’s Bite Size Benefit webinar series and family-focused events on money for parents.

nudge also supports employees through life changes like a pay raise or a move to a new home, helping them understand what it means for their finances, with timely reminders of actions worth taking, like increasing retirement contributions, the kind of decision that shapes someone's long-term financial health.

Because these decisions rarely affect just the individual, BNP Paribas extended the same support to employees' families. Friends and family memberships gave loved ones their own access to the platform through the cost-of-living squeeze, and employees told the bank it left them feeling more connected to BNP Paribas. Alongside this, reward nudges prompt people to keep their benefit choices up to date, so their selections keep pace with their circumstances.

The results

Employee impact

• 90% of employees took action on their financial health with nudge
• 45% average interaction rate on life moment nudges, such as a pay raise or a move to a new home

Employer impact

• 37% increase in registrations for Bite Size Benefit webinars, short sessions on the bank’s benefits
• $81.6 million total value of mortgages arranged through the mortgage advisory benefit

The mortgage advisory benefit shows what targeted support can do for the business, turning interest into 149 arranged mortgages, a clear return on the benefits investment BNP Paribas already makes.

And because financial health rarely affects one person alone, that support reaches families too, strengthening the connection between employees and the bank.