Case Study


Wesleyan is one of the oldest financial services companies in the UK. With a focus on select professional groups (to doctors, teachers, lawyers, and others), Wesleyan has been committed since 1841 to provide excellent financial services and support.


The Challenge

A company with a rich history like Wesleyan naturally came with an ever-growing customer base. However, engagement and retention are notoriously tricky in the financial sector. Wesleyan wanted to understand their customers better so that they could engage with them more effectively.

Wesleyan aims to treat every customer as a VIP, and supports them throughout their careers. As their customers primarily work in the care and education sectors, they wanted to offer rewards that would compliment their needs and focus on their well-being.  By doing so, they would be able to offer extra value with rewards and increase the overall retention.

An important objective was to provide a rewarding experience to their members, which would include a flexibility of choice of rewards to cater to a wide range of customer preferences.

The Challenge

The Solution

To truly engage Wesleyan’s customers, we deployed two solutions, both of which cater for the needs of their distinctive segments of customers.

Firstly, we created the Wesleyan Wallet cashback mobile app, which allows their users to earn cashback at selected retailers via card-linking and affiliate links.

We deployed the solution with our card linking solution to allow their customers to sign onto their loyalty platform with ease. Wesleyan customers can simply link their cards, so every time they make a purchase at participating merchants they will be awarded points for their spending.

Customers can then use their points to receive cashback and buy digital gift cards at popular retailers (John Lewis, Marks and Spencer, Adidas…). The solution was embedded into our off-the-shelf loyalty mobile app, branded to Wesleyan.

Secondly, we created Wesleyan Rewards, which caters towards their most loyal members, by offering them one exclusive reward every 12 months. We deployed an embedded microsite solution with an enhanced rewards offering for their high value clients, rewarding them for their loyalty, and in exchange increasing the overall customer retention. 

The Solution

The Results

The two Wesleyan rewards offerings, Wesleyan Wallet and Wesleyan Rewards, have quickly become a customer favourite. Seeing great engagement and redemption rates from those customers invited to join, Wesleyan are pleased to now be able to reward their valued customers as they deserve and improve retention and loyalty.

The Results


Redemption rate


customers happy with rewards selection

4.6 / 5

Customer journey scores


"WLL have helped us to deliver our Member Reward initiative with really pleasing early results. The project was a complex undertaking, requiring constant collaboration and problem solving throughout. Against a challenging schedule, WLL have helped us to provide something of value to our Member base with early results indicating a high level of customer satisfaction. Member Rewards is on course to becoming a business as usual offering, with a dedicated team at Wesleyan working with key contacts at WLL.”

Jody Wynne-Jones

Jody Wynne-Jones - Proposition Manager - Wesleyan

Best Loyalty/Benefits in a Financial Product

Nominated for
Best Loyalty/Benefits in a Financial Product
with Wesleyan

Best Loyalty/Benefits in a Financial Product

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