ANZ MoneyManager Comms Rebrand

Background

MoneyManager was an account aggregation service, offered by ANZ in Australia. It allowed users to view information from a range of sources in one place, with alerts to keep on top of their accounts.

Explaining account aggregation

At the time, aggregation was a concept poorly understood by users, especially when it came to bank accounts — some users mistakenly thought that by adding their non-ANZ bank account to MoneyManager they would actually be switching to ANZ.

Additionally, some users were wary of parting with their security details (again, particularly with regards to their bank accounts) without fully understanding what the benefits of doing so would be.

As well as making the proposition clearer, I proposed a refinement of the communications and a consistency in language, using a tone that was clear, authoritative and conversational.