comdirect

comdirect is a brand of Commerzbank AG. It started out as a direct bank and was merged into the Commerzbank Group in 2020 with a portfolio of around 3 million private customers. Its offering focuses on current and investment accounts, the securities business and consumer loans.

The challenge

In collaboration with the financial institution, a service was to be developed that was unique in the industry, which would not only attract new customers, but also motivate customers to increase their deposits with the bank.

Mehrwerk’s strategy: Investing in securities through online shopping

With the introduction of Bonus-Sparen in September 2016, comdirect bank added a unique service to its range of products and services. The service, which was awarded the “Customer Innovation Prize 2016”, enables customers to automatically invest their purchase rebates acquired from participating partner companies in an index fund free of charge. This allows customers to gain their first impressions and experience with securities even with small amounts. The combination of saving while shopping and automated investment is a smart way to invest small sums quickly and easily in securities. This means that customers benefit in two ways: through discounts at partner companies and easy access to investing with securities. Even with small amounts and without much effort, customers can build up long-term assets. The investment in the security is automated as soon as at least EUR 10 has been paid into the customer’s account. Customers can track the current status of their bonus payments transparently at any time in the shopping portal.

The result

The program, developed jointly with Mehrwerk, has quickly established itself in the customer base and is helping to turn current account users into securities investors. Regular attractive promotions and special discounts round off the cooperation between comdirect and Mehrwerk.

At a glance

Campaign

Customer loyalty through unique services

Industry

Bank

Core product

Value-added account

Services

Online refund

Goals

Customer loyalty

Customer satisfaction