The redesign, created in collaboration with Thinkerbell, brings about a new home for AMP’s banking, superannuation and retirement solutions and is one of the most significant expressions of AMP’s refreshed brand proposition since its relaunch in 2023. This milestone aligns with AMP’s purpose of empowering customers to achieve financial wellbeing by delivering a modern, intuitive and scalable digital experience.
The new environment has been built to service direct applications and adapt to AMP’s growing product mix, service offering and customer base. A measured mix of behavioural insights, thoughtful design, and scalable moments of magic have helped to set the standard for AMP’s CX identity whilst equipping the internal team with all the tools they need for future innovations.
“This launch represents an important shift for AMP” said Reece Ryan, Executive CX Tinker at Thinkerbell. “We’ve leveraged the principles of Measured Magic, working hand-in-hand with AMP to build a digital gateway that brings their vision to life – empowering customers, streamlining experiences and setting a benchmark for the financial services industry.”
