Building Financial Wellness at American Express with Smart Saving
Financial Literacy Leadership Conference
October, 2012
AMERICAN EXPRESS COMPANY PROFILE
American Express is a global service company, providing customers with access to products, insights and experiences that enrich lives and build business success: •
Fortune 100 Company
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$30 billion in annual Revenue (2011)
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Celebrating 162nd year in business
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Headquarters in New York City; more than 62,000 employees around the world
American Express is one of the world’s leading issuers of general purpose credit and charge cards •
Over $822 billion in billed business (2011)
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Businesses include charge, credit card and payment products for consumers, small businesses and corporations, network services, corporate/consumer travel, and merchant services
American Express has one of the world’s strongest brands: •
Currently ranked 16th in FORTUNE’S America’s Most Admired Companies
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Ranked #1 by J.D. Power and Associates in customer satisfaction among credit card issuers for the 6th consecutive year
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Consistently ranked as “top employer” in recognition of workplace programs
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One of the 2011 World’s Most Ethical Companies 2
SMART SAVING LOGO & TENETS
Brand for financial wellness, companion to Healthy Living, our brand for physical wellness
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BACKGROUND AND GOALS
Issues
Goal to Increase Awareness and Usage of Financial Benefits
Declining RSP*/401(k) participation from mid-80% to 70% in Q3 2009
Employee Engagement ■ Smart Saving “Fairs” Process ■ Seminars and webinarsStep Process Step ■ Launch Smart Saving on The Square ■ Q&A Tables on-site ■ 1:1 financial & retirement planning meetings
Feedback from our employees and vendors highlights an unfulfilled need
Employee Appreciation ■ Easy access to resources ■ Address employee irritants ■ Promote existing programs
Utilization of services below expectation
Promote Usage ■ 10% increase in RSP participation ■ Increase utilization (e.g., financial planning and legal service plan) ■ Integrate Healthy Living/Smart Saving/Work Life messaging
* RSP is the Retirement Savings Plan, the Company 401(k) plan
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OFF TO A GREAT START
Process Step
Q3 2010
Launch ■ 4,934 visits to new Smart Saving page ■ 2,517 employees took Smart Saving Check-In ■ 38% increase in calls to financial planning service
Q4 2010
5 + 5 Campaign ■ 0% savers: 334 enrolled (7% of audience) ■ 1% – 4% savers: 428 increased RSP (8.5% of audience) ■ 4,225 hits to “5 plus 5” page on The Square
Process Step
2011
Targeted e-mail ■ 0% savers: 245 enrolled (9.5% of audience) ■ 1% – 4% savers: 388 increased RSP deferral rate (12.5% of audience)
Events
“Add Power” Campaign
■ 18 events in Phoenix, Salt Lake City,
■ Encouraged employees to take
■ ■ ■ ■
Greensboro, Fort Lauderdale/Miami, Atlanta, Jacksonville, St. Petersburg and NY reached close to 8,400 employees 2,000+ signed up for 1:1 financial planning session 400 enrolled in RSP or increased contributions Many more participated in follow-up education sessions Onsite visits for Q&A and 1:1 Ayco sessions
the 1% challenge — and direct 1% more of pay to the RSP or personal savings. 1,032 have increased RSP deferral rate.
Enhancements ■ Special Enrollment for life insurance, LTD & legal assistance plan ■ Roth 401(k) effective October 2011 ■ Reduce wait for Company Matching Contributions effective January 2012 ■ Self-Directed Brokerage Account provider change-October 2011
Innovation! Smart Saving for Kids • Hong Kong • Mexico • U.S.
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2012
American Express Retirement Savings Plan In honor of America Saves Week, take action to improve your future!
Q1 2012
1% Challenge ■ Encourage employees to save 1% anywhere for anything, vacation, car, house, emergency fund, retirement, etc.
Process Step
Q2 2012
Teach Children to Save Day ■ Special savings banks distributed with four slots for saving: Save, Spend, Invest and Share ■ Helpful hints posted to Smart Saving pages on The Square
Share Your Smart Saving Story
Process Step
Q3 & Q4 2012
Events
Smart Saving Virtual Fair
■ Parents@amex Lunch ‘n Learn program ■ Develop virtual Smart Saving Fair ■ Launch in October 2012 ■ LGBT seminar and webinar ■ How to Raise a Financially Savvy Child ■ 4K Virtual employees
Campaigns ■ Beneficiary Campaign ■ One Retirement Fund ■ Button Campaigns on The Square
Barbara, need help choosing your Retirement Fund?
■ Over 200 employees shared their Smart Saving Story
Quarterly Webinars ■ Retirement-How to Get There, Roth-Is it Right for You, Investments ■ Managing Your Money, Four Ways to Plan Smart, Pre-Retirement Planning 6
RESULTS
Retirement: 401(k) participation increased 8%
Protection & Planning
Plan participation increased from 70% in Q3 2009 to 78% in Q2 2012 Those deferring 5% or more increased from 72% to 80% for the same period Locations that hosted Smart Saving Fairs increased participation from1% to 17% for the same period Average deferral rate is 7.3%, up from 7.2% in 2010
Special Enrollment for Supplemental Life insurance, LTD and legal assistance plan 1,260 employees elected supplemental life insurance coverage 560 employees signed up for the Will Preparation Service (provided at no additional cost to those enrolled in Supplemental Life) 350 employees signed up for the legal assistance plan
Day-to-Day Expenses
Family & Kids
Calls to the financial planning service increased by 12% from Q4 2009 to Q1 2012 Deals and Discounts (increased utilization of entertainment, cell phone and other discount programs)
5,800 employees utilized back-up child care program 1,500 employees enrolled in a secondary education resource program (education counseling for employee or employees’ children) 275 employees utilized back-up elder care program
Note: results include Smart Saving Fair promotion as well as individual program promotions
Locations that hosted Smart Saving Fairs showed larger increases in program utilization 7
WELCOME TO THE VIRTUAL SMART SAVING FAIR!
SMART SAVING GLOBAL OVERVIEW
Market
Hong Kong
Mexico
US
Launch time
July 2011
Oct 2011
August 2010
Brand
• • •
Building upon the Smart Saving brand in the US, launches in Hong Kong and introducing Smart Saving in Mexico 2012 expansion to the UK and Canada and potential other markets Widening the Benefits brands target audience
Overall aim
• • •
Help employees understand money concepts Develop good money management habits Identify and provide tools and resources for employees
Communications
• Smart Saving marketing promotions • Presence on The Square (company intranet)
Metrics
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Program participation rate
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Program participation rate
• • • • • •
Attendance at launch events 401(k) Plan participation Utilization rates of other programs Participant survey results Hits to The Square Targeted communication metrics
Program developed in U.S. and expanded and adapted to local markets 9
SMART SAVING GLOBAL OVERVIEW 2012
Market
UK
Canada
Singapore
Launch time
July 2012
Oct 2012
August 2012
Brand
• • •
Building upon the Smart Saving brand in the US, Hong Kong and Mexico 2012 expansion to the UK, Canada and Singapore Widening the Benefits brands target audience
Overall aim
• • •
Help employees understand money concepts Develop good money management habits Identify and provide tools and resources for employees
Communications
• Smart Saving marketing promotions • Presence on The Square (company intranet)/adapted for each local market
Metrics
• •
Program participation rate Discount Program utilization
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Program participation rate Discount Program utilization
• • •
Attendance at launch event Program participation rate Discount Program utilization
Program developed in U.S. and expanded and adapted to local markets 10
SMART SAVING KIDS GLOBAL OVERVIEW
Market
Hong Kong
Mexico
US
Launch time
Aug / Sep 2011
Oct 2011
Nov 2011
Brand
• •
Building upon the Smart Saving brand in the US and Hong Kong and introducing Smart Saving in Mexico Widening the Benefits brands target audience
Overall aim
• • •
Help kids understand money concepts Develop good money management habits Facilitate dialogues and co-learning on money management between kids and parents
Communications
• Smart Saving Toolkits • Smart Saving Kids Guidebook • Presence on The Square
Age group
6 to 14
6 to 12
7 to 18
Metrics
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• Program participation rate • Savings amount after 3 months
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Program participation rate % of participants completing the 4month money management development program % improvement on money management (if available)
Program participation rate Participant survey results Hits to The Square Follow up responses/results Number of toolkits distributed
Program developed collaboratively and delivered locally 11
INTEGRATED BENEFITS STRATEGY
Blog
Events
Newsletter
Intranet
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CONTACT INFORMATION
Barbara Kontje Director, Global Retirement & Smart Saving American Express Company 212-640-0288
[email protected]
