Wealth · Retirement · LATAM

Retirement-savings repositioning, validated against the assumption framework.

A Citibanamex D10X engagement repositioning a retirement-savings product. A six-row assumption framework guided the test design. The FinFutura final report was delivered May 30, 2022.

Challenge.

Citibanamex's existing retirement-savings (Afore) product needed repositioning. The Citi team had six load-bearing assumptions on the table. The decision was which assumptions to test first, in what order, and against which audience cuts.

Approach.

• Six-row assumption framework as the test-design backbone, each assumption sized by risk and ordered by dependency.
• Demand test against the highest-priority assumptions, paid acquisition targeting the candidate audience cuts.
• FinFutura final report delivered May 30, 2022 with consolidated findings.

Outcome.

• Final report delivered consolidating the engagement findings into a Citibanamex-internal recommendation.
• Six-row assumption framework documented, reusable methodology asset for any repositioning engagement.

Methodology lessons.

• The assumption framework is the test-design backbone for repositioning engagements. Order by dependency, size by risk, then test the highest-priority cuts first.