Seb Neylan and Anson Parker (Up) on building Australia's most lovable bank

Today’s guests are Anson Parker and Sebastian Neylan. Anson is the Chief Product Officer and Sebastian Neylan is a Senior Growth Marketer at Up, an innovative Australian neo-bank which has quickly amassed over 600,000 customers and a legion of raving fans.

Let’s face it—no one likes their bank, it’s just, you kind of have to have one. And, despite what their fancy TV commercials will try and make you believe, no one really feels like their bank… cares about them.

But something about Up feels different. It’s a brand that feels fresh, vibrant and authentic, to use a cliched brand term.

From a marketing perspective, they’re ticking a lot of boxes—differentiated branding, strong and bold copy and a uniquely Australian tone that seems to resonate with its customers.

I think my biggest takeaway from this discussion is that Up do something that almost every brand says they do, but ultimately very few actually follow through on—and that is to put the customer first.

Anson and Seb shared countless examples of this in the episode, from how to deal with customers who’ve closed joint-bank accounts which may coincide with a breakup or divorce to how they help make their users morning coffee runs more delightful.

We had a fascinating discussion about being creative in a heavily regulated industry, and what it means to build a truly “customer-centric” banking experience. I hope you enjoy the discussion.

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