According to Google’s The Connected Consumer Survey (2015), 55% of Australians under 25 use mobile banking. To get users more engaged, the solution lay in the growing trend for apps that do not demand user initiative but rather rely on the operating APIs, such as notifications, to deliver relevant and contextual information to the user. The IOOF app makes the effort to reach out to its customers through this interaction and tells them when their contributions are made and how their balance is tracking – letting passive users stay passive, but informed.
In pushing information, the app invites the low involvement users to tap through and start valuing their investment more. The app provides an accessible, richly detailed and animated visualisation of their account, satisfying regular users as well as helping new users consider investment and insurance opportunities.