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Building Financial Wellness at American Express with Smart Saving Financial Literacy Leadership Conference October, 2012.

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Presentation on theme: "Building Financial Wellness at American Express with Smart Saving Financial Literacy Leadership Conference October, 2012."— Presentation transcript:

1 Building Financial Wellness at American Express with Smart Saving Financial Literacy Leadership Conference October, 2012

2 AMERICAN EXPRESS COMPANY PROFILE American Express is a global service company, providing customers with access to products, insights and experiences that enrich lives and build business success: Fortune 100 Company $30 billion in annual Revenue (2011) Celebrating 162 nd year in business Headquarters in New York City; more than 62,000 employees around the world American Express is one of the world’s leading issuers of general purpose credit and charge cards Over $822 billion in billed business (2011) Businesses include charge, credit card and payment products for consumers, small businesses and corporations, network services, corporate/consumer travel, and merchant services American Express has one of the world’s strongest brands: Currently ranked 16th in FORTUNE’S America’s Most Admired Companies Ranked #1 by J.D. Power and Associates in customer satisfaction among credit card issuers for the 6 th consecutive year Consistently ranked as “top employer” in recognition of workplace programs One of the 2011 World’s Most Ethical Companies 2

3 SMART SAVING LOGO & TENETS 3 Brand for financial wellness, companion to Healthy Living, our brand for physical wellness

4 BACKGROUND AND GOALS 4 Process Step Declining RSP*/401(k) participation from mid-80% to 70% in Q Feedback from our employees and vendors highlights an unfulfilled need Utilization of services below expectation Issues Employee Engagement ■ Smart Saving “Fairs” ■ Seminars and webinars ■ Launch Smart Saving on The Square ■ Q&A Tables on-site ■ 1:1 financial & retirement planning meetings Employee Appreciation ■ Easy access to resources ■ Address employee irritants ■ Promote existing programs Promote Usage ■ 10% increase in RSP participation ■ Increase utilization (e.g., financial planning and legal service plan) ■ Integrate Healthy Living/Smart Saving/Work Life messaging Goal to Increase Awareness and Usage of Financial Benefits * RSP is the Retirement Savings Plan, the Company 401(k) plan

5 5 Process Step OFF TO A GREAT START Q3 2010Q Launch ■ 4,934 visits to new Smart Saving page ■ 2,517 employees took Smart Saving Check-In ■ 38% increase in calls to financial planning service Campaign ■ 0% savers: 334 enrolled (7% of audience) ■ 1% – 4% savers: 428 increased RSP (8.5% of audience) ■ 4,225 hits to “5 plus 5” page on The Square Targeted ■ 0% savers: 245 enrolled (9.5% of audience) ■ 1% – 4% savers: 388 increased RSP deferral rate (12.5% of audience) Enhancements ■ Special Enrollment for life insurance, LTD & legal assistance plan ■ Roth 401(k) effective October 2011 ■ Reduce wait for Company Matching Contributions effective January 2012 ■ Self-Directed Brokerage Account provider change-October 2011 Innovation! Smart Saving for Kids Hong Kong Mexico U.S. Events ■ 18 events in Phoenix, Salt Lake City, Greensboro, Fort Lauderdale/Miami, Atlanta, Jacksonville, St. Petersburg and NY reached close to 8,400 employees ■ 2,000+ signed up for 1:1 financial planning session ■ 400 enrolled in RSP or increased contributions ■ Many more participated in follow-up education sessions ■ Onsite visits for Q&A and 1:1 Ayco sessions “Add Power” Campaign ■ Encouraged employees to take the 1% challenge — and direct 1% more of pay to the RSP or personal savings. 1,032 have increased RSP deferral rate.

6 6 Process Step 2012 Q1 2012Q2 2012Q3 & Q % Challenge ■ Encourage employees to save 1% anywhere for anything, vacation, car, house, emergency fund, retirement, etc. Teach Children to Save Day ■ Special savings banks distributed with four slots for saving: Save, Spend, Invest and Share ■ Helpful hints posted to Smart Saving pages on The Square Events ■ Lunch ‘n Learn program ■ LGBT seminar and webinar ■ How to Raise a Financially Savvy Child Quarterly Webinars ■ Retirement-How to Get There, Roth-Is it Right for You, Investments ■ Managing Your Money, Four Ways to Plan Smart, Pre-Retirement Planning Smart Saving Virtual Fair ■ Develop virtual Smart Saving Fair ■ Launch in October 2012 ■ 4K Virtual employees Share Your Smart Saving Story ■ Over 200 employees shared their Smart Saving Story Campaigns ■ Beneficiary Campaign ■ One Retirement Fund ■ Button Campaigns on The Square Barbara, need help choosing your Retirement Fund? American Express Retirement Savings Plan In honor of America Saves Week, take action to improve your future!

7 RESULTS 7 Note: results include Smart Saving Fair promotion as well as individual program promotions Locations that hosted Smart Saving Fairs showed larger increases in program utilization Retirement: 401(k) participation increased 8%  Plan participation increased from 70% in Q to 78% in Q  Those deferring 5% or more increased from 72% to 80% for the same period  Locations that hosted Smart Saving Fairs increased participation from1% to 17% for the same period  Average deferral rate is 7.3%, up from 7.2% in 2010 Day-to-Day Expenses  Calls to the financial planning service increased by 12% from Q to Q  Deals and Discounts (increased utilization of entertainment, cell phone and other discount programs) Protection & Planning  Special Enrollment for Supplemental Life insurance, LTD and legal assistance plan  1,260 employees elected supplemental life insurance coverage  560 employees signed up for the Will Preparation Service (provided at no additional cost to those enrolled in Supplemental Life)  350 employees signed up for the legal assistance plan Family & Kids  5,800 employees utilized back-up child care program  1,500 employees enrolled in a secondary education resource program (education counseling for employee or employees’ children)  275 employees utilized back-up elder care program

8 WELCOME TO THE VIRTUAL SMART SAVING FAIR!

9 SMART SAVING  GLOBAL  OVERVIEW 9 MarketHong KongMexicoUS Launch time July 2011Oct 2011August 2010 Brand Building upon the Smart Saving brand in the US, launches in Hong Kong and introducing Smart Saving in Mexico 2012 expansion to the UK and Canada and potential other markets Widening the Benefits brands target audience Overall aim Help employees understand money concepts Develop good money management habits Identify and provide tools and resources for employees Communications Smart Saving marketing promotions Presence on The Square (company intranet) Metrics Program participation rate Attendance at launch events 401(k) Plan participation Utilization rates of other programs Participant survey results Hits to The Square Targeted communication metrics Program developed in U.S. and expanded and adapted to local markets

10 SMART SAVING  GLOBAL  OVERVIEW  MarketUKCanadaSingapore Launch time July 2012Oct 2012August 2012 Brand Building upon the Smart Saving brand in the US, Hong Kong and Mexico 2012 expansion to the UK, Canada and Singapore Widening the Benefits brands target audience Overall aim Help employees understand money concepts Develop good money management habits Identify and provide tools and resources for employees Communications Smart Saving marketing promotions Presence on The Square (company intranet)/adapted for each local market Metrics Program participation rate Discount Program utilization Program participation rate Discount Program utilization Attendance at launch event Program participation rate Discount Program utilization Program developed in U.S. and expanded and adapted to local markets

11 SMART SAVING KIDS  GLOBAL  OVERVIEW 11 MarketHong KongMexicoUS Launch time Aug / Sep 2011Oct 2011Nov 2011 Brand Building upon the Smart Saving brand in the US and Hong Kong and introducing Smart Saving in Mexico Widening the Benefits brands target audience Overall aim Help kids understand money concepts Develop good money management habits Facilitate dialogues and co-learning on money management between kids and parents Communications Smart Saving Toolkits Smart Saving Kids Guidebook Presence on The Square Age group 6 to 146 to 127 to 18 Metrics Program participation rate % of participants completing the 4- month money management development program % improvement on money management (if available) Program participation rate Savings amount after 3 months Program participation rate Participant survey results Hits to The Square Follow up responses/results Number of toolkits distributed Program developed collaboratively and delivered locally

12 12 EventsNewsletterIntranetBlog INTEGRATED BENEFITS STRATEGY

13 CONTACT INFORMATION Barbara Kontje Director, Global Retirement & Smart Saving American Express Company


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