Kiwi Wealth –

Kiwi Wealth achieves 25% increase in customer response and uptake of digital advice tools in-app

About Kiwi Wealth

Kiwi Wealth (part of Fisher Funds) offers investment services across New Zealand through their KiwiSaver Scheme, Managed Funds, and Private Portfolio Service.




Key result:


uptake of communications

Your superannuation members want to feel like you know them.


When creating a personalised service for customers, Rhiannon McKinnon, former CEO of Kiwi Wealth (part of Fisher Funds) understood the challenges wealth management companies face. She knew that if Kiwi Wealth wanted to stand out from the competition, they would have to find a way to show their customers that they understood their individual needs and goals.They also knew that lack of transparency could erode customer loyalty and negatively impact the success of the business.


To address these challenges, Kiwi Wealth began focusing on marketing automation and data-driven marketing. Anna McLaughlin, Head of Marketing Automation, and Tracy Robbins, Growth Automation Manager, knew that personalization was crucial in gaining customer trust and loyalty. They needed to make sure that customers felt seen and understood. Kiwi Wealth also understood that transparency was important to customers. 

Rich Phillips, Head of Growth, “knew that customers wanted to know exactly what they were paying for and how their investments were performing”.  To address this issue, Kiwi Wealth focused on providing transparency in their investment strategies and fees.

The team at Kiwi Wealth also knew that trust was critical to building a successful relationship with their customers. By using, Kiwi Wealth was able to provide a personalised and transparent service that built a healthy habit with their customers, ultimately leading to more trustworthy engagement. allowed them to create a secure in-app environment where customers could have personalised conversations about their investments, which could not be achieved through email.

Key takeaway

Kiwi Wealth also used to target customers with dynamic content, ensuring that they received the right message at the right time. By constantly monitoring and analysing customer data, they were able to gain valuable insights that allowed them to personalise their service even further.

Through their focus on personalisation, transparency, and trust, Kiwi Wealth was able to gain their trust and loyalty. And with, they could do it all in a way that was efficient and effective, giving them a significant competitive advantage in the wealth management industry.

"Engaging customers in an actionable habit sits at the heart of our retention and growth strategy. We could have spent years building this capability ourselves but wanted to keep up with our customers' needs. So it was crucial that we got a great experience to market quickly… allowed us to get up and running in a month."

Richard Phillips

Head of Growth, Kiwi Wealth

More Customer Stories

“We needed to reduce friction and complexity for our users in the middle of a particularly complex workflow, using atomic meant we could address this for customers significantly quicker than if we’d built it inhouse.”

Richard Wyke • Chief Product Officer 

“With the increasing urgency to push the bank to a digital first operating model, more and more of the interactions around product servicing, compliance and general customer support need to be digitized in a way that makes things easy for our customers. Atomic has provided us an efficient and effective path forward to solve this problem, across channels, and to help us avoid the pitfalls of trying to build this ourselves. The crew at Atomic has been incredibly supportive and proactive in getting us to this point in our journey.”

Nick Fantham Digital • Product Manager

“We chose Atomic to sit at the heart of our platform, powering the mission-critical proactive in-app patient engagement and actionable messaging layer, because it gives our customers unparalleled power and flexibility. Only Atomic offers a highly secure, HIPAA compliant, low-code enterprise-cloud platform that integrates seamlessly inside our digital experience platform.”

Daniel DelMastro • Chief Executive Officer
SS&C Health

“In a world of giant MarTech platforms, sunk integration costs and high SaaS fees, Atomic is a light-weight, complementary tool that helps us get value from what we’ve already invested in, and be right where our customers need us. Atomic is a game-changer for health insurance businesses. It lets you shift critical, sensitive customer interactions away from email and into app. The messages are interactive, and completely traceable.”

Regan Savage • Head of Marketing & Engagement
Southern Cross Health Insurance

“Our customers wanted a better way to take action and we wanted to do this the best way possible. Atomic was the obvious choice and was far more effective and scalable than other options.”

Paul Bartlett • Head of Customer Channels

Foodstuffs North Island

Featured resources

The Customer Experience: MarTech and Data 2023

Build trust by leveraging MarTech and data. Explore how to match leadership priorities to emerging customer expectations. 

The Customer Engagement Spotlight 2023

Understand your customers needs. Based on cross industry insights gained for Australia’s top customer engagement leaders and executives.

The Future of Apps Series with Rod Drury, founder of Xero.

In today’s fast-paced landscape, organisations need to move quickly and leverage what they know about their customers, investment in data and potential for automation.

Let’s talk about you

Want to send actionable messages to your customers right inside your app? Get in touch today to discuss your customer experience challenges and opportunities – and see how can help.

Contact us

To find out how we can help you, please enter your details below. We’ll get in touch as soon as possible.