TIAA
Women were, and continue to be, an underserved customer base in financial services. TIAA leadership set out to find a way to address this challenge and educate, empower and engage more of its women customer base.
The team worked with internal leaders, customer facing employees, and surveyed customers to understand women’s challenges and concerns around finances. Through this research, the team discovered a trend that involved a lack of trust and freedom to ask questions directly to financial providers.
Through immense research, including social intelligence, TIAA set out to create an online community for women. The private community hired women influencers in the financial space (including TIAA women leaders) to engage with the community. The community was also allowed to engage peer to peer.
The network grew to more than 5,000 members in the first year. Due to the rapid growth, TIAA added more capabilities such as expert webinars, blogs, videos and Q&A.
Financial Services
Startup to Enterprise looking to serve a specific demographic or geographic audience
TIAA
Women were, and continue to be, an underserved customer base in financial services. TIAA leadership set out to find a way to address this challenge and educate, empower and engage more of its women customer base.
The team worked with internal leaders, customer facing employees, and surveyed customers to understand women’s challenges and concerns around finances. Through this research, the team discovered a trend that involved a lack of trust and freedom to ask questions directly to financial providers.
Through immense research, including social intelligence, TIAA set out to create an online community for women. The private community hired women influencers in the financial space (including TIAA women leaders) to engage with the community. The community was also allowed to engage peer to peer.
The network grew to more than 5,000 members in the first year. Due to the rapid growth, TIAA added more capabilities such as expert webinars, blogs, videos and Q&A.
Financial Services
Startup to Enterprise looking to serve a specific demographic or geographic audience
