How embedded protection reversed deposit decline and attracted younger customers
By embedding life insurance into savings accounts, PBT turned financial wellness into a growth lever—without increasing operational complexity.
Key Business Outcomes
- PBT needed to reverse deposit decline and re-engage younger customers without relying on promotional rates.
- Life insurance was embedded directly into savings accounts as a built-in benefit, not a standalone product.
- Deposit growth rebounded quickly, driven by younger savers opening and funding new accounts.
- Financial wellness proved to be a powerful differentiator against digital-first competitors.
The Challenge
PBT was facing a familiar but urgent challenge: deposits were declining, and younger customers were increasingly drawn to digital banks offering sleek experiences and short-term incentives.
Traditional tactics—rate promotions and product tweaks—weren’t creating sustainable growth. Leadership needed a way to re-engage savers and position the bank for long-term relevance without adding operational burden.
The Solution
Wysh partnered with PBT to embed life insurance directly into eligible Statement and Kasasa Savings accounts.
Instead of selling insurance as a separate product, protection became part of the savings experience itself. Coverage grew automatically with account balances, required no applications or medical exams, and added meaningful value without changing how customers banked.
The result was a simple, inclusive financial wellness benefit that aligned with how PBT already served its community.
The Results
Following launch, PBT reversed its deposit decline and saw accelerated growth—particularly among younger savers.
New accounts skewed significantly younger, balances grew faster within Millennial segments, and the bank regained momentum without competing on rates or adding complexity. By positioning protection as part of saving, PBT strengthened customer relationships and improved long-term franchise health.
See Our Impact
What could results like this mean for your bank?
