Fidelity

THE SITUATION

An intrapreneur at Fidelity saw that the company’s digital security and server capacity could support a secure online storage service.

OUR CONTRIBUTION

We helped position the offering and bring it to market. Customer research and market analysis showed that secure online storage wasn’t enough, because anyone could copy it. Fidelity’s longevity outlasts any cloud company, so the service could be positioned as part of a complete family transition plan - one built to outlast generations. FidSafe was born. It has beneficiary settings like a financial services account, and it guides customers on the documents their successors will need. The website, app, and promotions across other Fidelity properties all reinforce that value proposition.

THE BENEFITS

FidSafe is a valuable adjacent service to Fidelity’s core business, and it starts conversations between Fidelity account holders and their adult children. Those conversations lead to better preparedness and a smoother handoff of the relationship to the next generation. The result: intergenerational customer and asset retention.