Our client, a leading global provider of financial education for children and families, recently undertook a major rebrand of its U.S. operations, marking a significant shift in how the business presents itself to a key international market.
As part of this transformation, WeDoCRM was brought in to represent the CRM platform and customer communication strategy to the wider business for their transformative pricing project. This was a comprehensive pricing model overhaul designed to align with the rebranded app in the US and the newly established tiered subscription structure.
The challenge was significant: transitioning from a complex tiered pricing model to a simpler, feature-based structure. This transformation was crucial to the company’s strategic vision of becoming a comprehensive family financial services platform, positioning it as a trusted provider that supports customers throughout various stages of life.
| Services | Systems |
| Customer Segmentation & Data Mapping | Braze (US Platform) |
| Automated Lifecycle Flow Development | Customer.io (UK Platform) |
| Cross-Platform Data Integration | Custom API Integration |
| Migration Communication Strategy | |
| Real-Time Campaign Monitoring |
Our Role and Goals
Our role extended far beyond simply creating messages. As the bridge between the clients’ UK-based operations/team (using the Customer.io platform) and US-based operations/team (using the Braze platform). We became the strategic communications partner responsible for ensuring a seamless customer experience throughout this complex transition. Any misstep in communication could result in customer churn, confusion, or regulatory issues in the highly regulated banking sector, and it was our responsibility to ensure we remained compliant.
Strategic Approach and Execution
1. Customer-Centric Migration Strategy
Recognising that pricing changes are one of the most sensitive points in a customer relationship, we designed a migration strategy focused on customer value and retention rather than short-term revenue. Instead of moving everyone to new pricing tiers at once, we segmented customers based on their needs.
All customers were able to keep their existing pricing, meaning no one was negatively affected by the new, higher pricing model. Some were gently guided toward new options over time to preserve loyalty and trust, while a portion were migrated, gaining access to enhanced benefits at no extra cost, creating a clear sense of added value.
This approach turned a potentially negative change into a positive experience. Customers felt either protected or rewarded, reinforcing trust and demonstrating a commitment to strong, lasting relationships.
2. Clear Communication System Development
We understood that changing pricing couldn’t be handled with just a few announcement emails. To support this, we built a strong communication system that managed the entire customer journey.
Instead of sending only basic confirmation messages, we developed intelligent messaging flows that clearly and accurately explained pricing tiers, subscription changes, and customer benefits.
This required in-depth technical work with the CRM platforms Customer.io and Braze, ensuring that every message displayed the correct pricing and subscription details. We worked with data teams to map different customer scenarios like upgrades, downgrades, cancellations, and reactivations and designed specific messages for each one.
3. Cross-Team Collaboration and Compliance Excellence
Operating in the Finance sector allowed us to work closely with a wide range of teams, including UK and US compliance, legal departments, and partner banks. Each group brought valuable perspectives and high standards, helping us strengthen the quality of our communications. The most valuable takeaway from this experience was gaining a deep understanding of the regulations and sign-off processes within the sector insights, which can now be applied to other clients in finance, particularly banks.
We embraced this multi-stakeholder process as a way to raise the bar on clarity, accuracy, and regulatory compliance. By representing the CRM platform in thoughtful review periods and maintaining strong engagement with every team, we ensured that all messages met the highest standards before reaching customers.
To support smooth collaboration, we created clear documentation that explained the context and reasoning behind each communication decision. This approach improved transparency, sped up approvals, and reduced the need for revisions turning a complex process into a structured, effective workflow.
The Outcomes
We were excited to help our client through such an important business change. By combining smart strategy, technical work, and clear customer communication, we created a smooth migration experience. This was a cross-functional product project, with app developers, marketing, customer support, product, legal, compliance, and CRM all working together. We acted as the voice of the CRM, making sure the customer perspective was represented, even though we were just one part of the bigger picture.
Just as importantly, we kept customer data clean and perfectly in sync between Customer.io and Braze throughout the migration. This meant we avoided the usual hiccups that can happen during big transitions.
With the new pricing model in place, their pricing is now fully aligned. This makes it easier to track customer lifetime value, identify upgrade opportunities, and create more targeted campaigns, setting the business up for ongoing growth and success.
Want to See What WeDoCRM Can Do for You?
Are you planning a pricing migration or a major business transformation? Worried about keeping customer data consistent across multiple platforms? We would love to help!
We make complex CRM challenges simple. Whether you need help orchestrating a customer migration, integrating multiple platforms, or redesigning your customer lifecycle communications, our team is here to make it happen.
We’ve helped Fintech companies navigate significant business changes while maintaining customer trust and data integrity. We’d be thrilled to do the same for you.
Get in touch with us!
sales@wedocrm.co
