Women Boomers With Children – Innovating the Customer Experience: Keep the Change


This research project sought to understand how baby-boomer women with children are underserved by banks. The research team found that many mothers had difficulty saving what money they had, whether from a lack of resources or willpower. The results of the study led Bank of America to launch the Keep the Change program. Any purchase made with a Visa debit card is rounded up to the nearest dollar, and the difference is transferred into a savings account—in effect, helping people save money. In less than one year, the program attracted 2.5 million customers, including more than 700,000 new checking accounts and one million new savings accounts.

Contact: Whitney Mortimer

Credit: IDEO and Bank of America

Client: Bank of America