Key Equity Release
Station10 by SQLI to lead CRO for Key Equity Release
Key has chosen Station10 by SQLI to lead its Conversion Rate Optimisation programme, covering strategy and analysis through to the build and QA of experiments.
The win builds on Station10 by SQLI’s work in financial services with clients including LV= and Legal & General. Key was looking for a team that understood the equity release market and its customers, could bring strong data and experimentation skills, and that they knew they could work well with.
The equity release journey often takes longer, with customers spending that time understanding how it works, whether it could be right for them and what options may be available. For Key, that makes CRO as much about understanding the customer as improving the journey, learning where people need more information, where they hesitate or get stuck, and what helps them feel confident in the decisions they make.
Key wanted its CRO programme to reflect that complexity. Previous work had created visually strong experiences, but the team wanted to push further, using the data available to develop more challenging ideas and experiments based on how customers actually behave, with a clear focus on making the journey easier to understand and navigate.
That meant looking beyond individual pages and sessions to understand the wider journey, what customers are trying to do, what helps them move forward and where the experience could be improved.
Station10 by SQLI’s experience in financial services and equity release was important here. The team understood the role education plays throughout the journey, as well as the care needed with language, helping customers understand what they could be eligible for without crossing into financial advice. It also meant knowing what to test and why, whether a change could make something clearer, remove friction or simply help customers understand what to do next.
Just as important was the fit between the teams. Key wanted people who would bring new ideas and challenge existing thinking, while understanding the care needed when customers are considering equity release. There was a natural fit in how the two teams approached the work and the kind of relationship Key wanted from its CRO partner.
Our customers are making a big financial decision, so they need to be able to understand the information we give them and trust that we’re helping them explore their options properly.
We don’t want to make assumptions about what works for them – testing gives us a way to learn from what customers actually do and keep improving the journey.
Station10 by SQLI understood that. They showed us how they could use data to challenge our thinking and find new opportunities, and we felt from the outset that they were a team we could work openly and collaboratively with.
