Bank of Ireland
How we helped Bank of Ireland successfully launch a new product.
Bank of Ireland (BoI) is one of the largest financial services groups in Ireland. As part of a market repositioning strategy within a larger sustainability initiative and commitment to halving the carbon emissions of its mortgage loan book by 2030, it expanded its offerings. As its digital partner, we are helping to shape and execute this strategy. All human led the end-to-end design of a new mortgage plan, moving the project from initial research through to execution.
bankofireland.com- IDI Awards - Experience Design won the Best Experience Category Digital Product Design
Results
- 53 %
- Drawdowns in 2025 were driven on EcoSaver Mortgage products.
- 94 %
- Of new lending is on EcoSaver Mortgage products.
The Challenge
The EcoSaver Mortgage Initiative
To meet sustainability goals, BoI introduced the EcoSaver Mortgage, a new offering that promotes energy-efficient homes and provides homeowners with financial benefits. However, to generate interest and awareness of this new mortgage, BoI understood it needed to prioritise design and education to incentivise consumers to select this new offering.
The Ah Strategy
Creating a Customer-Centric Journey
In collaboration with BoI, we set out to create an accessible, customer-centric journey for the EcoSaver mortgage, simplifying complex processes to highlight its value. We achieved this by making the financial and practical advantages of EcoSaver straightforward for customers.
Demystifying Energy Efficiency and Benefits
Our step-by-step guide demystifies how Building Energy Ratings (BER) can enhance a home’s value and reduce costs. It explains how customers can maximise EcoSaver's benefits, secure better rates, and improve home efficiency. Recognising that immediate benefits are key, we highlighted how EcoSaver directly lowers interest rates and energy bills, motivating action by emphasising tangible financial rewards of energy upgrades.
Designing Engaging and Clear Communication
We created a seamless journey from energy upgrade assessment to tailored financing with EcoSaver, so customers can confidently progress from improvements to accessible funding. To drive user engagement, we completely redesigned all communications to ensure customers clearly understood EcoSaver’s unique value and how to apply, using persuasive, aligned messaging at every interaction.
The Outcomes
- 53% of 2025 drawdowns were to properties of a BER A or BER B. The majority of this flow was on EcoSaver Mortgage products.
- From an overall new lending perspective, 94% of new lending is on EcoSaver Mortgage products.
We have worked together as a team and with our partners, including All human, to make the online experience with the EcoSaver Mortgage intuitive and clear-cut, so our customers can benefit from reduced mortgage rates, improved energy efficiency and better financial wellbeing.