‘Patience, trust, accountability’: How digital bank Chase reached 1 million customers within a year
CMO Deborah Keay explains how Chase has managed to take a well-known US retail banking brand and turn it into a digital-only success story in the UK.
In May 2019, experienced banking marketer Deborah Keay was hired by JPMorgan to lead on a very secret mission. The business was looking to take its US retail banking giant Chase into the UK, and capitalise on the nation’s “buoyant” market for neobanks and fintechs by making it a digital-only proposition.
we were in stealth mode,” Keay tells Marketing Week. She couldn’t even update her LinkedIn profile, which lists a year as chief customer and growth officer at Santander UK and a year as CMO of Starling Bank among her previous job roles.