Financial institutions that treat digital as a series of disconnected stops risk losing customers before the sale and long after it, according to Kidbrooke.

In the latest instalment of its article series, Kidbrooke argues that people rarely organise their pension in one go. A customer might browse on their phone during a lunch break, return on a laptop at the weekend, then leave it untouched for a year. Yet many providers still offer a calculator on one page, an application form behind a log-in and a portal with no memory of how the customer arrived. Each repeated request for information raises the chance of abandonment, while staff often re-key the same details into separate systems.

Having previously covered how KidbrookeONE links the full financial lifecycle and how a single product definition can power every channel, Kidbrooke now turns to the customer experience. It outlines five capabilities designed to help banks, insurers and wealth managers serve customers from first click to years of ongoing service.

The first is digital onboarding. Kidbrooke notes that long forms, technical language and unclear progress cause many applicants to quit. KidbrookeONE takes customers from product selection to a signed policy in one branded flow, with live illustrations and suitability questions built into the steps.

Skandia’s digital pension planning, for example, asks only for a date of birth and salary at the outset. HAYAH Insurance, a UAE digital life insurer, started with onboarding and then launched three further investment journeys within weeks.

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