Closing the wealth gap for women one tap at a time

About This Project

Summary

Tap the Gap built a digital experience that lets women build wealth while they shop. Understanding super is a low interest, highly complex category, the strategy was to reach women in a space where they are already engaged. Shopping. Using open banking round up tech, every time the user shops with their connected card, we sweep the spare change to the nearest dollar into a woman’s super. Plus, give her accessible, non judgemental micro education to build financial literacy.

Goals & Objectives

We aimed to create a product that made wealth building for everyday women simple and delightful. We had to build trust in a user with low levels of financial literacy and ensure the UX overcame their high apathy towards super. All while adhering to highly regulated superannuation compliance

Results & Impact

Users connect open banking + super to set up TTG independently sub 4 minutes. Education rated 5 stars: ‘high-quality, simple, useful’. 2 paying pilot employers:TTG as financial wellbeing benefit,280 users +9 new employers to come. Partnership:3 major super funds. combined female base 2.1 million.