Case Study

Financial Coming-of-Age Gift

Closed-loop journey for ages 18–25

  • Period｜2025–present
  • Role｜Senior Public Affairs & Marketing Manager
  • Organization｜NEXT BANK

Challenge

Ages 18–25 lack a starting point for investing, while middle-class wealth transfer is underway — and no product on the market connects "elders wanting to give" with "young people starting to invest."

Approach

Conceived a first-in-market gift-card product positioned as a financial coming-of-age gift — not a red envelope, but the start of a wealth journey.

Framed on a closed-loop customer journey: recurring investing → profit-taking into high-yield savings → member rewards → reinvestment — keeping both funds and engagement inside the ecosystem.

Extended play: driving a strategic brokerage partnership with KGI Securities (sub-account model), routing fee-sharing referrals and natural-person deposits to support the bank's lending growth.

Results

  • The wealth-management retention strategy and closed-loop journey are approved to proceed.
  • Now in cross-functional integration.