Butterfly Effect Intelligence

The first half of 2022 has pushed the competitor needle further, as FSPs have moved beyond discounts, payment holidays and other ‘direct’ incentives to keep customers engaged. Brands have used their advisory skills to the maximum, in an effort to provide added value to struggling consumers. BEI is a brand that intently tracks and analyses the Financial Services market, so it’s notable just how important it’s becoming for brands to be aware of these market shifts, to enhance relative brand effectiveness.

An FSP in Kenya recently showed some interesting creativity by launching a free beauty-therapy session for its medical aid members who are recovering in hospital. The company cites studies that show a sense of well-being leads to faster recovery from illness. Those not wanting a pamper session can opt instead for a free Uber ride home, on discharge. Thoughts?